The Effect of Increasing Online Shopping on the Decline in Traders' Income in Gor Sudiang Makassar

Abstract

This study aims to examine the effect of increased online shopping on the decline in income of traditional vendors in the Gor Sudiang Makassar area. The development of digital technology and changes in consumer behavior have driven a shift from conventional to online transactions, raising concerns about the sustainability of traditional vendor businesses. This study employed a quantitative approach with an associative method. Data were collected by distributing Likert-scale questionnaires to 87 traditional vendors selected using purposive sampling. The data were analyzed using simple linear regression, supported by validity, reliability, and normality tests to ensure the instrument's suitability, using SPSS version 24 software. The results indicate that increased online shopping has a positive and significant impact on the decline in income of traditional vendors in Gor Sudiang Makassar. This finding suggests that the higher the online shopping activity, the greater the decline in income experienced by traditional vendors. This study implies that traditional vendors need to adapt to technological developments by utilizing digital media as a survival strategy and increasing business competitiveness. The results of this study are expected to serve as a consideration for the government and business actors in formulating policies to empower traditional vendors in the digital era