EMPOWERMENT OF TRADITIONAL MARKET TRADERS THROUGH THE USE OF SHOPEE E-COMMERCE APPLICATION TOWARDS DIGITALIZATION IN KAJEN MAIN MARKET PEKALONGAN

Abstract

This research aims to empower clothing traders in the Kajen Main Market Pekalongan, through the use of the Shopee e-commerce application. The method used in this research is a qualitative approach, with data collection techniques in the form of in-depth interviews and observations of clothing traders. The results show that although merchants are aware of the shift in consumer behavior towards online platforms, they still face various barriers in adopting technology, such as limited technological knowledge, inadequate internet access, and difficulty adapting to digital selling models such as Shopee Live. In addition, merchants also face challenges in overcoming the perception that e-commerce such as Shopee is a complicated platform and does not fit their habit of selling in person. This research has implications for the importance of technology-based empowerment to support digital transformation among traditional market traders, which can expand their market access and improve competitiveness in the digital era.