Pengaruh E-Commerce dan Modal Usaha terhadap Pendapatan Pedagang Tradisional di Pasar Gang Siku Kota Jambi

Abstract

The decline in income among traditional market traders at Pasar Gang Siku, Jambi City, due to the growing dominance of e-commerce and limited business capital forms the background of this study, while research simultaneously examining both factors remains limited. This study aims to analyze the influence of e-commerce utilization and business capital on the income of traditional clothing traders at Pasar Gang Siku within the context of the digital era. A quantitative approach was employed, with random sampling applied to 65 clothing traders. Data were analyzed using multiple linear regression tests. The results indicate that e-commerce has a significant effect on traders' income, with a significance value of 0.001 and a regression coefficient of 0.470. Conversely, business capital does not have a significant partial effect, with a significance value of 0.052 and a regression coefficient of 0.211. However, both variables together significantly influence traders' income. The study concludes that e-commerce utilization is a key factor in increasing traditional traders' income amidst digital transformation, while the effectiveness of business capital depends on managerial capacity and technological adaptation. The implications include a theoretical contribution to the study of traditional market adaptation in the digital age and practical recommendations for formulating digital-based local economic empowerment strategies.