ANALISIS DAMPAK TRANSAKSI JUAL BELI ONLINE TERHADAP EKSISTENSI PASAR TRADISIONAL: ANTARA PELUANG DAN ANCAMAN BAGI PEDAGANG LOKAL

Abstract

This study aims to analyze the impact of online buying and selling transactions on the existence of traditional markets, with a focus on local traders as the most affected parties, both as opportunities and threats. The method used is library research with a descriptive qualitative approach through content analysis techniques of various relevant literature. The results show that the development of e-commerce drives changes in consumer behavior toward faster, more efficient, and practical digital transactions, thereby increasing competition and reducing the intensity of visits to traditional markets. This condition leads to a decline in the turnover of small traders, especially in non-food commodities. On the other hand, digitalization also opens opportunities for market expansion, business efficiency, and the transformation of local traders’ business models through digital platforms. In the perspective of Islamic jurisprudence (fiqh muamalah), this phenomenon must be directed toward public welfare and must not cause harm in accordance with the principle of la darar wa la dirar, thus requiring a balance between digital innovation and the protection of traditional traders.