READINESS FOR IMPLEMENTATION OF CIPARAY VILLAGE TRADITIONAL MARKET IMPLEMENTATION
Kapita Putri Hutami (a*), Rina Djunita Pasaribu (b), Mohammad Riza Sutjipto (b)

(a) Telkom University, Jl. Picung No.48, Sukarasa, Kec. Sukasari, Bandung, West Java 40152
(b) Faculty of Economics and Business

Abstract

Traditional markets are a business ecosystem as well as a center for community economic activities that support the lives of the wider community. The Covid-19 pandemic has had a negative impact on various sectors, especially the economy. According to annual statistical data from market managers, it was found that there was a decrease in user fees and market revenues due to the implementation of Large-Scale Social Restrictions (PSBB). All actors in the economic sector including traditional markets are forced to make changes. Hundreds of traditional market traders in Ciparay Village have felt the bad impact of the PSBB in the midst of the COVID-19 pandemic. The adoption of technology in traditional markets is said to be one of the solutions launched by the central government in the midst of a pandemic. In this study the author will examine the factors that affect the readiness of the traditional market ecosystem for technology adoption with a case study of the Ciparay Village traditional market with the Technological Readiness Index (TRI) and Technology Acceptance Model (TAM) approach after being proven by previous research that these two models can accurately explain the readiness for technology adoption clearly.

The method used by the author in this study is a mixed method explanatory sequential which explains the relationship between the variables X and Y. The research was conducted by means of a census of all market traders totaling 345 respondents. The results showed that the relationship between variables X, Y and Z in this study showed significant results with the results of the validity test for all variables X was 0.9, variable Y was 1.0 and variable Z was 1.0 and the results of hypothesis testing were positive, so it can be concluded that there is an influence which is significant between the dependent variable (X) and independent (Y and Z).

Keywords: Keywords: Traditional Market, Village Market, Technology Readiness Index (TRI), Technology Acceptance Model (TAM), Mixed Method, Explanatory Sequential Method.

Topic: Digital Business Strategy