Journal of Economics Education and Entrepreneurship
Drivers of Sales Performance in Traditional Markeet MSMEs: Digital Literacy, Marketing Capabillity, and Market Orientation
This study aims to analyze the influence of digital literacy, marketing capabilities, and market orientation on sales performance among clothing traders in the traditional market in Johar Market, Semarang City, with entrepreneurial orientation tested as a moderating variable. Digital transformation creates a new dynamic, shifting consumer shopping preferences. The e-commerce phenomenon threathens existence of traditional markets such as Johar Market as a cultural heritage of Semarang City. This approach used quanti …