EKSPLORASI PEMANFAATAN INTELIJENSI BISNIS DALAM ADAPTASI PASAR TRADISIONAL DI ERA DIGITAL

Abstract

This study aims to explore the utilization of business intelligence in supporting traditional markets to adapt in the digital era. Employing an exploratory qualitative approach through case studies in five traditional markets in Medan City, data were collected through in-depth interviews, direct observation, and document analysis. The findings indicate that some market vendors have adopted basic digital technologies such as financial recording apps and social media promotion. Data derived from these tools have started to be used in decision-making processes, such as inventory management and pricing strategies. However, limited technological literacy and lack of systematic training remain major challenges. This study emphasizes that even in its simplest form, business intelligence plays a significant role in improving operational efficiency and competitiveness in traditional markets. With adequate training and infrastructure support, business intelligence can serve as a strategic solution for the digital transformation of traditional markets.