ANALISIS PENGARUH PASAR ONLINE TERHADAP PEDAGANG TRADISIONAL DI PASAR DITINJAU DARI ASPEK POSITIF DAN NEGATIF

Abstract

This research considers the advantages and disadvantages, which tries to examine how the online market affects traditional traders in the market. People's consumption habits have changed significantly due to the emergence of online markets as an innovation in electronic commerce. On the one hand, consumers can easily access and transact efficiently in online markets. On the other hand, its presence can reduce the turnover of traditional traders who depend on face-to-face communication in the market. By collecting data from several journals, this research uses qualitative methods. This research shows that on the positive side, a number of traditional traders use online marketplaces as an additional marketing tool to reach a wider audience. On the negative side, traditional traders face three main challenges: price competition with online platforms, decreased market visits, and low levels of digital literacy. This research supports the need for government assistance in the form of digital literacy training for traditional traders and the importance of cooperation between traditional traders and online platforms. It is hoped that traditional traders can survive and adapt to changes in the digital economy.