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All Journal Commodities, Journal of Economic and Business
Mu’arofah, Afrila
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Economics, Econometrics & Finance

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From Traditional to Digital: Barriers and Opportunities for Small Traders in the Post-Pandemic Mu’arofah, Afrila; Fuad, A. Zaky
Commodities, Journal of Economic and Business Vol. 5 No. 2 (2024): October 2024
Publisher : FKDP (Forum Komunikasi Dosen Peneliti)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59689/commo.v5i2.1184

Abstract

This study examines the digital transformation of Warujayeng Market, a traditional rural market in Indonesia, focusing on the barriers and opportunities faced by small traders during post-pandemic recovery. While existing literature predominantly analyzes urban and formal sector digitalization, this research addresses critical gaps by investigating how socio-cultural factors shape technology adoption in informal rural markets. Employing a mixed-methods approach combining longitudinal surveys (n=127), ethnographic observations, and platform analytics, the study reveals three key findings: (1) digital adoption follows nonlinear, kinship-mediated pathways rather than conventional diffusion patterns; (2) traders develop innovative hybrid practices ("digital bricolage") that blend mobile technologies with traditional commerce; and (3) current policy approaches underestimate cultural barriers while overestimating technological readiness. The findings contribute a new Sociocultural Technology Adaptation Model (STAM) and offer practical recommendations for context-sensitive digital development strategies in traditional market ecosystems.
Co-Authors Fuad, A. Zaky