TRANSFORMASI DIGITAL PASAR TRADISIONAL BALI: PERAN KESIAPAN TEKNOLOGI DALAM MEMODERASI PENGARUH ADOPSI TEKNOLOGI DAN MODAL SOSIAL TERHADAP KEBERDAYAAN PEDAGANG
DOI:
https://doi.org/10.15575/jim.v7i2.58915Keywords:
Adopsi Teknologi, Keberdayaan Pedagang, Kesiapan Teknologi, Modal Sosial, Pasar Tradisional.Abstract
Penelitian ini menganalisis pengaruh adopsi teknologi dan modal sosial terhadap keberdayaan pedagang serta menguji kesiapan teknologi sebagai variabel moderasi. Penelitian menggunakan desain kuantitatif eksplanatori terhadap 100 pedagang yang dipilih melalui multistage sampling di Denpasar, Badung, Gianyar, Tabanan, dan Buleleng. Data dikumpulkan melalui kuesioner luring dan dianalisis menggunakan PLS-SEM dengan SmartPLS. Model pengukuran memenuhi kriteria validitas konvergen dan konsistensi internal. Adopsi teknologi berpengaruh positif dan signifikan terhadap keberdayaan pedagang demikian pula modal sosial. Kesiapan teknologi memperkuat pengaruh adopsi teknologi terhadap keberdayaan serta memperkuat hubungan modal sosial dan keberdayaan. Temuan menegaskan bahwa manfaat teknologi meningkat ketika pedagang siap secara psikologis dan didukung jaringan komunitas yang tepercaya. Program pemberdayaan perlu mengintegrasikan pelatihan digital bertahap, pendampingan sebaya, infrastruktur yang mudah diakses, dan pelestarian nilai relasional lokal.
References
Avianto, B. N., Marjanto, D. K., Ulumuddin, I., Sudrajat, U., & Julizar, K. (2021). Ethnotechnology Noken-Papua as carrying capacity for enhancing local economic development. International Journal of Social Economics, 48(10), 1476–1491. https://doi.org/10.1108/IJSE-12-2020-0819
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94. https://doi.org/10.1007/BF02723327
Bakhri, S., Suharno, Ahmad, A. A., & Suyono, E. (2024). Social capital as a major factor of street vendors sustainability: An insight for public regulation policy in emerging economy. Journal of Governance & Regulation, 13(3), 105–114. https://doi.org/10.22495/jgrv13i3art9
Cochran, W. G. (1977). Sampling techniques. John Wiley & Sons.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Fahlefi, D. R., & Indriani, F. (2021). The competitiveness advantage of enterprises: A decision strategy. In Proceedings of the 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020) (pp. 260–263). Atlantis Press. https://doi.org/10.2991/aebmr.k.210311.051
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Giantari, I. G. A. K., Surya, I. B. K., Yasa, N. N. K., & Yasa, I. B. A. (2018). Development and revitalization strategies for traditional markets in Bali. International Journal of Social Economics, 45(7), 1058–1070. https://doi.org/10.1108/IJSE-09-2017-0414
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM). Sage.
Handoyo, E., & Wijayanti, T. (2021). The factors affecting the welfare of street vendors in Indonesia. Planning Malaysia, 19(18). https://doi.org/10.21837/pm.v19i18.1048
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8
Irawati, D. A., Astuti, P., Kurniawan, W., Herawati, S., Putra, R. I., & Ariyadi, M. Y. (2024). Response of small traders in traditional markets to the Iman Portal innovation in avoiding usury. Jurnal Penelitian Pendidikan IPA, 10(Special Issue), 489–495. https://doi.org/10.29303/jppipa.v10iSpecialIssue.8598
Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140, 439–458. https://doi.org/10.1016/j.jbusres.2021.11.014
Ooi, K. B., Lee, V. H., Hew, J. J., Leong, L. Y., Tan, G. W. H., & Lim, A. F. (2023). Social media influencers: An effective marketing approach? Journal of Business Research, 160, 113773. https://doi.org/10.1016/j.jbusres.2023.113773
Parasuraman, A. (2000). Technology Readiness Index (TRI): A multiple-item scale to measure readiness to embrace new technologies. Journal of Service Research, 2(4), 307–320. https://doi.org/10.1177/109467050024001
Paristha, N. P. T., Mirayani, N. K. S., Wea, E., Selamet, I. W. A., & Satia Negara, I. M. W. (2024). The role of Sangeh customary village towards the development of Sangeh tourism attraction. Journey, 7(1), 97–106. https://doi.org/10.46837/journey.v7i1.197
Perumda Pasar Sewakadarma Kota Denpasar. (2025). Omzet pedagang di pasar tradisional disebut merosot tajam. Diakses dari: https://www.pdpasar.denpasarkota.go.id/berita/omzet-pedagang-di-pasar-tradisional-disebut-merosot-tajam
Prasetia, P. B. W., & Lestari, N. P. N. E. (2023). Cashless society: Tantangan dan kesiapan pedagang pasar tradisional di Kota Denpasar. Buletin Studi Ekonomi, 28(1), 83–94. https://doi.org/10.24843/BSE.2023.v28.i01.p08
Purwani, D. A., Pratiwi, F. D., Puspitasari, N., Virga, R. L., & Nusa, L. (2023). Pemberdayaan pedagang pasar dengan pemanfaatan aplikasi online menuju digitalisasi pasar rakyat di Kabupaten Bantul. Jurnal Pemberdayaan Masyarakat, 8(2), 150–158. https://doi.org/10.21067/jpm.v8i2.8183
Putnam, R. D. (2000). Bowling alone: The collapse and revival of American community. Simon & Schuster.
Putra, M. P., & Putra, P. Y. P. (2025). Era baru pemasaran: Analisis pengaruh artificial intelligence terhadap minat beli konsumen. Kinerja: Jurnal Ekonomi dan Bisnis, 8(1), 75–89.
Rizaty, M. A. (2021). Rasio minimarket di Bali tertinggi nasional. Diakses dari: https://databoks.katadata.co.id/perdagangan/statistik/471a6e1e8b88199/rasio-minimarket-di-bali-tertinggi-nasional
Song, Y., Escobar, O., Arzubiaga, U., & De Massis, A. (2022). The digital transformation of a traditional market into an entrepreneurial ecosystem. Review of Managerial Science, 16(1), 65–88. https://doi.org/10.1007/s11846-020-00438-5
Suyatna, H., Kafaa, K. A., Budiono, M. F., Firdaus, R. S. M., & Wibowo, I. A. (2026). Digitalising traditional markets: Challenges and opportunities for micro, small, and medium enterprises (MSMEs) in Indonesia. Jurnal Ilmu Sosial dan Ilmu Politik, 29(3), 265–277. https://doi.org/10.22146/jsp.104248
Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23. https://doi.org/10.1007/s11747-015-0456-3
Williams, R., & Edge, D. (1996). The social shaping of technology. Research Policy, 25(6), 865–899. https://doi.org/10.1016/0048-7333(96)00885-2
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 KOMITMEN: Jurnal Ilmiah Manajemen
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
