<![CDATA[The trade market is increasingly dominated by e-commerce, shifting consumer preferences. Threatening the existence of traditional markets and retailers such as Johar as a cultural heritage of Semarang City. This study aims to analyze the influence of digital literacy, marketing skills, and market orientation on the sales performance, with entrepreneurial orientation as a moderating variable. This study uses a quantitative approach, collecting data via questionnaires from 225 clothing traders, determined using the Krejcie & Morgan formula, with a 95% confidence level and a 5% margin of error. Data analysis uses SEM-PLS through SmartPLS. The results show that digital literacy and marketing skills have a positive and significant effect on sales performance. Entrepreneurial orientation positively affects sales performance, but it does not significantly strengthen the relationship between digital literacy and sales performance. Directly or through entrepreneurial orientation, market orientation has not yet affected sales performance. These findings confirm that digital skills and marketing capabilities are key determinants of traders' performance in traditional markets amid digital transformation. Strengthening both aspects allows traders to adapt sustainably, so that Johar Market, as a cultural heritage, remains sustainable and its historical value is not lost, as it cannot be replicated. This study tests Albert Bandura's Social Cognitive Theory (SCT) in the context of traditional market MSMEs, which are relatively rarely discussed in previous studies.]]>
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