Disrupsi Digital Pada Ritel Tradisional: Studi Pengalaman Peritel Pengguna Aplikasi Online di Kabupaten Jombang

Abstract

This study examines how the Technology Acceptance Model (TAM) explains traditional retailers’ intention to use online applications in Jombang Regency, and how retailers experience digital disruption after adoption. An explanatory sequential mixed-methods design was employed. A survey of 382 traditional retailers was analysed using multiple linear regression, followed by semi-structured interviews and observation with five retailers analysed thematically. Perceived usefulness, perceived ease of use, and attitude towards the application significantly and positively affect behavioural intention, with attitude being the strongest predictor; together they explain 30.4% of the variance in intention. The qualitative findings explain both the results and the unexplained variance. Acceptance is conditional: usefulness is recognised, but ease of use is hindered by physical and cognitive barriers among older owners. Disruption occurs on a spectrum from minimal and operational to transformative. Intention is further restrained by a local economic logic: a circulating cash ecosystem, tolerance of small change framed as gratitude, bargaining and imbuh, and salespeople offering bonuses. These findings form a dual-logic model in which digital logic operates upstream in procurement while relational logic persists downstream in sales. The study is limited to one regency and tests direct effects only. Application providers should simplify interfaces for older users and strengthen procurement value, while local governments should offer gradual, family-assisted digital mentoring.