DIGITAL VISUAL MERCHANDISING STRATEGIES AND SMART MARKET PLATFORM ADOPTION AMONG TRADITIONAL MARKET MSMES IN PADANG
DOI:
10.5281/zenodo.21018408Published:
2026-06-29Downloads
Abstract
Traditional markets face a critical competitive disadvantage in the digital economy due to poor digital touchpoints and user experience misalignment. This study aims to evaluate the distinct impacts of digital visual merchandising (DVM) configurations on smart market platform adoption (SMPA) among traditional market MSMEs in Padang, West Sumatra. Utilizing an extended Technology Acceptance Model (TAM) as the structural framework, this research adopts a deductive quantitative design. Primary data was gathered from 150 eligible merchants across Pasar Raya, Pasar Alai, and Pasar Bandar Buat using a field-assisted survey approach. The empirical dataset was analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4. The statistical findings reveal that all five structural hypotheses are supported. DVM exerts a powerful, significant direct effect on both Perceived Ease of Use (PEOU) (β= 0.542) and Perceived Usefulness (PU) β= 0.315). Furthermore, PEOU and PU significantly dictate actual platform adoption, with the model explaining 58.4% of the total variance (R2 = 0.584). These results demonstrate that intuitive, empathetic front-end visual ergonomics serve as a vital cognitive gateway that reduces operational friction and drives long-term continuous digital workflow internalization for micro-vendors.
Keywords:
Digital Business Technology Adoption Traditional Markets User Experience Visual MerchandisingReferences
Ahrar, S., & Staub, A. (2025). Bridging The Digital Divide: Methodological Strategies For Conducting Remote Urban Research. Enquiry The ARCC Journal for Architectural Research, 22(1), 52–63. https://doi.org/10.17831/enqarcc.v22i1.1242
Amaral, I. C. C. (2024). VISUAL MERCHANDISING: IMPACTO NAS VENDAS. Zenodo. https://doi.org/10.5281/ZENODO.13953530
Añez Noza, D., Ribera Guardia, P., & Gutierrez Choque, J. A. (2025). ADOPCIÓN DE PAGOS POR QR: EVALUACIÓN DE SU EFECTO EN LA EXPERIENCIA DE COMPRA DE COMERCIANTES VIVANDEROS EN SUCRE. Revista Científica Business Insights, 7(9), 89–98. https://doi.org/10.56469/rcbi.v7i9.1963
Arini, D. F., Zulqaiyyim, Z., & Djalius, Y. (2025). Adaptasi dan Transformasi Ekonomi Digital di Pasar Tradisional Aur Kuning Bukittinggi dalam Kajian Sejarah Sosial-Ekonomi (2009-2023). MUKADIMAH: Jurnal Pendidikan, Sejarah, Dan Ilmu-Ilmu Sosial, 9(1), 43–55. https://doi.org/10.30743/mkd.v9i1.10391
Arum Nur Anggraini, Afidah Nur Aslamah, Osly Usman, & Ryna Parlyna. (2025). The Effect of Perceived Ease of Use and Perceived Usefulness on MyBCA’s Intention to Use in Gen Z. Journal of Digital Business and Global Economy, 1(5). https://doi.org/10.64243/JODIGBI.01.5.08
Berbar, S. (2023). User Experience and Technology Adoption: The Mediating Effect of Perceived Ease of Use on Senso-Aesthetic Openness and Behaviour Intention. 2023 17th International Conference on Signal-Image Technology & Internet-Based Systems (SITIS), 38–45. https://doi.org/10.1109/SITIS61268.2023.00016
Chaturvedi, V. (2025). The Rise of the Digital Economy: E-Commerce and Digital Services in Global Structural Transformation (2010–2023). International Journal of Research and Innovation in Social Science, 9(11), 8177–8189. https://doi.org/10.47772/IJRISS.2025.91100639
Ellya Pratiwi, Musfiah Saidah, & Rahmawati, I. (2025). Penguatan Literasi Digital dalam Adaptasi Teknologi Transaksi Jual Beli bagi UMKM Desa Kanekes Baduy. Abdi: Jurnal Pengabdian Dan Pemberdayaan Masyarakat, 7(3), 970–978. https://doi.org/10.24036/abdi.v7i3.1336
Gopan, G. (2025). Sensory Inclusivity in Retail Environments: A Design-Oriented Approach. Journal of Interior Design, 50(2), 118–140. https://doi.org/10.1177/10717641251327928
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Holloway, S. (2025). Understanding the Adoption of Blockchain Technology in Financial Information Systems. Business, Economics and Management. https://doi.org/10.20944/preprints202501.0634.v1
Isharyani, M. E., Sopha, B. M., Wibisono, M. A., & Tjahjono, B. (2024). Retail technology adaptation in traditional retailers: A technology-to-performance chain perspective. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100204. https://doi.org/10.1016/j.joitmc.2023.100204
Ismarina Ismarina, Dini Rahmah, & Dewi Anggraini. (2025). Pendampingan Digitalisasi UMKM Pasar Lama Kota Serang: Menuju Pasar yang Lebih Luas melalui Digitalisasi dan E- Commerce. SAFARI :Jurnal Pengabdian Masyarakat Indonesia, 6(1), 14–20. https://doi.org/10.56910/safari.v6i1.3364
Li, W., & Lay, Y. F. (2024). Examining the reliability and validity of measuring scales related to informatization and instructional leadership using the PLS-SEM approach. Humanities and Social Sciences Letters, 12(3), 461–480. https://doi.org/10.18488/73.v12i3.3789
Madarisa, F., Edwin, T., & Rahmadhani, S. P. (2025). Dynamics of Livestock Market in Rural Indonesia: A Case Study of Traditional Cattle Trading at Solok District, West Sumatera. Andalasian Livestock, 2(1), 62–70. https://doi.org/10.25077/alive.v2.n1.p62-70.2025
Mandiri, A. T. K. U. M., Guntara, R. G., & Nuryadin, A. (2024). UI/UX Design of the Shop Feature on the Seafood by Aruna Website Using the Design Thinking Method. TIERS Information Technology Journal, 5(1), 70–82. https://doi.org/10.38043/tiers.v5i1.5459
Maulidin, M., Fitria, R., & Ilhadi, V. (2025). Analisis Penerimaan Teknologi QRIS Sebagai Alat Pembayaran Digital Dengan Metode TAM. Jurnal Algoritma, 22(2). https://doi.org/10.33364/algoritma/v.22-2.2441
Mohamad Yusof, H. S., Mohd Zahari, A. S., & Hamzah, M. I. (2025). THEORETICAL JUSTIFICATION FOR USING PLS-SEM IN PUBLIC SECTOR RESEARCH ON INNOVATIVE WORK BEHAVIOR. International Journal of Entrepreneurship and Management Practices, 8(30), 125–134. https://doi.org/10.35631/IJEMP.830010
Nilsson, E. (2024). Re-examining the Place of the Physical Store During the Digital Retail Era. In K. Bäckström, C. Egan-Wyer, & E. Samsioe (Eds.), The Future of Consumption (pp. 305–321). Springer International Publishing. https://doi.org/10.1007/978-3-031-33246-3_20
Nour Halisa, N., Rusvitawati, D., & Irwansyah, I. (2025). Transformasi Digital dan Keberlanjutan Usaha Pedagang Pasar Grosir di Kota Banjarmasin. Jurnal Riset Inspirasi Manajemen Dan Kewirausahaan, 9(2), 118–124. https://doi.org/10.35130/1130031
Novita, D. & Hanifah. (2025). Optimising User Interface (UI) and User Experience (UX) on E-Commerce Platforms to Improve Customer Retention. JURNAL TEKNOLOGI DAN OPEN SOURCE, 8(2), 837–842. https://doi.org/10.36378/jtos.v8i2.5056
Odushegun, L. (2023). Aesthetic semantics: Affect rating of atomic visual web aesthetics for use in affective user experience design. International Journal of Human-Computer Studies, 171, 102978. https://doi.org/10.1016/j.ijhcs.2022.102978
Omotayo, K. V., Uzoka, A. C., Okolo, C. H., Olinmah, F. I., & Adanigbo, O. S. (2021). Scalable Merchant Acquisition Model for Payment Platform Penetration across Nigeria’s Informal Commercial Economy. International Journal of Multidisciplinary Futuristic Development, 2(1), 35–42. https://doi.org/10.54660/IJMFD.2021.2.1.35-42
P, P., C, K., & S., H. (2023). AI in Visual Merchandising. International Journal of Research Publication and Reviews, 4(10), 1257–1261. https://doi.org/10.55248/gengpi.4.1023.102627
Prasenjeet Mahadev Madare. (2025). Integration Strategies for Marketing Technology Ecosystems. https://doi.org/10.5281/ZENODO.16886853
Puchita Sukheewattana. (2024). Aesthetic-Based of Technology Acceptance Model: A Case of Aesthetic Clinic in Thailand. Journal of Electrical Systems, 20(7s), 2172–2183. https://doi.org/10.52783/jes.3942
Rahma Novita, D., Urrahman, A., Lubis, R. I., Darmawan, A. F., Hidayat, M. T., & Desky, A. F. (2024). ANALYSIS OF TRADITIONAL MARKET TRADERS’ SURVIVAL STRATEGIES AND SOCIAL, CULTURAL, AND ECONOMIC INTERACTIONS IN THE DIGITAL ERA. PERSPEKTIF: Journal of Social and Library Science, 2(3), 195–200. https://doi.org/10.70489/9ejvvz21
Ramadhan, A. A., Anlofen, M., Syamsuar, D., & Kartawiguna, D. (2025). Analysis of Gamification Effectiveness in Increasing Engagement and Sales on Social E-Commerce Platforms. 2025 Tenth International Conference on Informatics and Computing (ICIC), 1–6. https://doi.org/10.1109/ICIC68054.2025.11309467
Rohman, F., Firdausiah, R. A., & Parwati, K. Y. (2025). UNVEILING THE DIGITAL BOUTIQUE EXPERIENCE: AN EXPLORATORY FACTOR ANALYSIS IN THE FASHION INDUSTRY. Veredas Do Direito, 22(3), e223294. https://doi.org/10.18623/rvd.v22.n3.3294
Sai Kiran Mannava. (2025). Next-Generation Retail Integration: A Technical Blueprint for Digital Transformation. International Journal of Scientific Research in Computer Science, Engineering and Information Technology, 11(1), 742–750. https://doi.org/10.32628/CSEIT25111277
Sarah Zaheer. (2020). The Psychology of Choice in E-commerce: Designing for Decision-Making. https://doi.org/10.5281/ZENODO.15259118
Singh, N., & Anees, M. (2025). Digital Transformation of Micro, Small and Medium Enterprises (MSMEs): Drivers, Barriers, and Strategic Implications for Sustainable Growth. International Journal For Multidisciplinary Research, 7(4), 54817. https://doi.org/10.36948/ijfmr.2025.v07i04.54817
Suhasan Chintadripet Dillibatcha. (2025). Transforming Product Detail Pages (PDPs) into Intelligent Merchandising Engines: A Theoretical Framework for Adaptive E-Commerce Experiences. International Journal of Science and Research Archive, 16(3), 064–075. https://doi.org/10.30574/ijsra.2025.16.3.2497
Sun, J., Lasser, S., & Lee, S. K. (2023). Understanding emojis: Cultural influences in interpretation and choice of emojis. Journal of International and Intercultural Communication, 16(3), 242–261. https://doi.org/10.1080/17513057.2022.2036790
Suresh Parla, Dr. G. S. Rama Krishna, & Dr. P. Uma Maheswari Devi. (2024). Key Barriers to Msme’s Prospects in Andhra Pradesh—An Empirical Evidence from East Godavari, AP, India. https://doi.org/10.5281/ZENODO.10785514
Usmani, U. A., & Usmani, M. U. (2023). Beyond the Screen: An Exploration of Theoretical Foundations and Paradigms in Human-Computer Interface Design. 2023 International Conference on Ambient Intelligence, Knowledge Informatics and Industrial Electronics (AIKIIE), 1–7. https://doi.org/10.1109/AIKIIE60097.2023.10390262
Vivek Jain. (2023). The Role of UX/UI in E-Commerce Conversions. https://doi.org/10.5281/ZENODO.14866832
Wagner, R., & Grimm, M. S. (2023). Empirical Validation of the 10-Times Rule for SEM. In L. Radomir, R. Ciornea, H. Wang, Y. Liu, C. M. Ringle, & M. Sarstedt (Eds.), State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM) (pp. 3–7). Springer International Publishing. https://doi.org/10.1007/978-3-031-34589-0_1
Wilson‐Nash, C., Angell, R., Qiu, Y., Pavlopoulou, I., & Kolyperas, D. (2026). No App, No Entry: Conceptualizing Digital Technology Captivity in Service Access. Psychology & Marketing, 43(5), 974–985. https://doi.org/10.1002/mar.70098
License
Copyright (c) 2026 Liza Yuliana, Liesma Maywarni Siregar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Downloads
How to Cite
