Dampak Ekonomi Digital Terhadap Keberlangsungan Pasar Tradisional di Era e-Commerce

Abstract

The rapid growth of the digital economy in Indonesia over the past few years has significantly transformed the way people conduct business and interact in the market. This shift, driven by the increasing use of information and communication technology, has had a profound impact on traditional markets, which have long served as a vital part of the local economy. This study aims to analyze the influence of digital economic development on the existence of traditional markets in Palembang City, with a specific focus on Pasar 16 Ilir. Using a descriptive qualitative approach, the research involved direct observation and in-depth interviews with local market vendors. The findings reveal that most vendors have experienced a decline in income due to changing consumer preferences, as many now favor digital platforms that offer greater convenience and flexibility. However, a minority of vendors have begun to adopt digital tools, such as social media and e-commerce platforms, to reach a broader customer base. The study concludes that traditional markets are facing serious challenges in the digital era, but with proper training, supportive government policies, and collaboration among stakeholders, they still hold the potential to adapt, survive, and even thrive.