<![CDATA[The implementation of digitalization in traditional markets has become a strategic approach to addressing competition in the digital economy era. This study aims to analyze the effectiveness of digitalization implementation in enhancing the productivity of traders at the Among Tani Central Market in Batu City. The digitalization examined includes the use of non-cash payment systems (QRIS), the utilization of social media, and the adoption of digital platforms in trading activities. This research employs a qualitative descriptive approach, with data collected through observation, in-depth interviews, and documentation. The findings indicate that digitalization has a positive impact on traders’ productivity, particularly in terms of transaction time efficiency, payment convenience, smoother business operations, and expanded market reach. However, the effectiveness of digitalization implementation has not been evenly experienced by all traders due to differences in digital literacy levels, persistent cash-based transaction habits, limitations in internet network infrastructure, and the lack of continuous assistance from market management and local government.]]>
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