Joko Fitra*

Fakultas Ekonomi dan Bisnis, Universitas Putra Bangsa, Kebumen

Eko Wardoyo

Fakultas Ekonomi dan Bisnis, Universitas Putra Bangsa, Kebumen

Reni Suci Wahyuni

Prodi Bisnis Digital Politeknik Sawunggalih Aji, Kutoarjo

DOI: https://doi.org/10.19184/bisma.v19i1.53767

ABSTRACT 

Traditional retail in the Barlingmascakeb region of Central Java faces significant challenges in adopting digital technology, primarily due to limited understanding, skills, and infrastructure. This study aims to explore the role of conviviality in traditional retail communities in the Barlingmascakeb region to strengthen social interaction and collaboration among community members to accelerate digital transformation. The study uses a qualitative approach with purposive sampling, with informants consisting of active community members, community mentors, community promoters, and community retail consumers. Data were collected through participatory observation, semi-structured interviews, and documentation, and analysed using Miles and Huberman's interactive model. The results of the study show that the digital transformation process involves five stages: initiation, adoption, adaptation, integration, and transformation. Community support is crucial, including building strong interpersonal relationships, holding digitalisation business training sessions, and sharing resources. Conviviality is demonstrated through close relationships between members, active participation, openness to sharing ideas, taking the initiative to organise activities, forming social networks, and flexible norms to encourage creativity. Ultimately, conviviality plays a role in the success of traditional retail communities in the Barlingmascakeb region of Central Java.

Keywords: Conviviality, digital transformation, traditional retail

ABSTRAK

Ritel tradisional di wilayah Barlingmascakeb Jawa Tengah menghadapi tantangan besar dalam mengadopsi teknologi digital, terutama karena keterbatasan pemahaman, keterampilan, dan infrastruktur. Penelitian ini bertujuan mengeksplorasi peran conviviality dalam komunitas rotel tradisiomal di wilayah Barlingmascakeb guna memperkuat interaksi sosial dan kolaborasi antar anggota komunitas untuk mempercepat transformasi digital. Penelitian ini menggunakan pendekatan kualitatif dengan teknik purposive sampling, informan terdiri dari anggota komunitas aktif, pendamping komunitas, penggerak komunitas, dan konsumen ritel anggota komunitas. Data dikumpulkan melalui observasi partisipatif, wawancara semi-terstruktur, dan dokumentasi, serta dianalisis menggunakan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa proses transformasi digital melalui lima tahap: inisiasi, adopsi, adaptasi, integrasi, dan transformasi. Dukungan komunitas sangat penting, seperti membangun hubungan interpersonal yang kuat, mengadakan pelatihan digitalisasi bisnis ritel, dan berbagi sumber daya. Conviviality ditunjukkan melalui hubungan erat antar anggota, partisipasi aktif, keterbukaan berbagi ide, inisiatif menyelenggarakan kegiatan, pembentukan jaringan sosial, dan norma yang fleksibel untuk mendorong kreativitas. Pada akhirnya conviviality memiliki peran terhadap keberhasilan komunitas ritel tradisional di wilayah Barlingmascakeb Jawa Tengah.

Kata Kunci: Conviviality, transformasi digital, ritel tradisional