The Impact of Digital Technology Adoption on the Competitive Advantage of Traditional Market Clothing Retailers in the E-Commerce Era

Muhammad Fahmi Muzaki (Universitas Swadaya Gunung Jati)
Enceng Yana (Universitas Swadaya Gunung Jati)
Dian Permana Putri (Universitas Swadaya Gunung Jati)

Indonesian Journal of Business Analytics (IJBA)
Vol. 6 No. 4 (2026): August 2026

This study aims to analyze the effect of digital technology adoption on the competitiveness of clothing traders in traditional markets in East Cirebon during the e-commerce era. The research employed a quantitative approach using a survey method by distributing questionnaires to 102 clothing traders between January and June 2026. The collected data were analyzed using simple linear regression analysis. The results indicate that both the level of digital technology adoption and the competitiveness of traders are in the moderate category. Furthermore, digital technology adoption has a positive and significant effect on traders' competitiveness. These findings suggest that the utilization of social media, online marketplaces, and digital payment systems plays an important role in enhancing traders' ability to compete amid the rapid growth of digital commerce.