THE ROLE OF DIGITAL MARKETING IN TRADITIONAL MARKET COMPETITIVENESS OF SOKOBANAH DAYA MSME

ROMADHONI, RIZAL MUHAIMIN (2026) THE ROLE OF DIGITAL MARKETING IN TRADITIONAL MARKET COMPETITIVENESS OF SOKOBANAH DAYA MSME. THE ROLE OF DIGITAL MARKETING IN TRADITIONAL MARKET COMPETITIVENESS OF SOKOBANAH DAYA MSME, 04 (03). pp. 539-547. ISSN 2964-9412

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Abstract

The development of digital technology has changed marketing patterns and
consumer behavior; however, not all business sectors, including traditional
markets, are able to adapt to these changes. This study analyzes the
implementation of digital marketing among MSMEs in the Sokobanah Daya
Traditional Market and its impact on consumer behavior and traditional market
competitiveness. This study employed a qualitative approach using a case studydocumentation involving 5 MSME operators and 2 consumers.Data analysiswas
conducted using the Miles and Huberman model. The findings show that the
implementation of digital marketing remains low, as most MSME operators still
rely on conventional marketing methods. Low digital literacy and limited
technical skills are the main inhibiting factors. The development of digital
marketing has shifted consumer behavior toward online shopping, thereby
reducing the competitiveness of traditional markets. Nevertheless, traditional
markets still maintain the advantage ofdirectinteraction. This study contributes
to understanding the challenges of digital transformation among traditional
market MSMEs in rural areas. Therefore, improving digital literacy and
integrating conventional and digital marketing strategies are necessary to
supportthe sustainability oftraditional markets.

Item Type:	Article
Uncontrolled Keywords:	Digital Marketing, SMES, Traditional Markets, Digital Literacy, Consumer Behavior.
Subjects:	B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HG Finance
Divisions:	Fakultas Agama Islam > S1 Ekonomi Syari'ah
Depositing User:	Unnamed user with email rizalmuhaimin362@gmail.com
Date Deposited:	19 Oct 2026 07:04
Last Modified:	19 Oct 2026 07:04
URI:	https://repository.unuja.ac.id/id/eprint/5074

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