Skripsi

HUBUNGAN EFEKTIVITAS MARKETPLACE DENGAN TINGKAT KEBERHASILAN USAHA MIKRO KECIL MENENGAH (UMKM) BIDANG PERTANIAN DI KECAMATAN GANDUS KOTA PALEMBANG

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Penilaian

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The growth of the digital economy has encouraged the use of marketplaces as an effective platform for Micro, Small, and Medium Enterprises (MSMEs), especially in the agricultural sector. This study aims to: (1) Measure the effectiveness of marketplaces for agricultural MSMEs in Gandus District, Palembang City, (2) Measure the level of success of these MSMEs, and (3) Analyze the relationship between marketplace effectiveness and MSME success. The research uses a survey method, collecting data through questionnaires distributed to 35 MSME actors selected via simple random sampling. The results indicate that marketplaces are highly effective in supporting the success of agricultural MSMEs. Marketplaces help increase sales, expand market reach, and provide secure and efficient systems for payment and shipping, all of which contribute to user satisfaction. Moreover, the use of marketplaces improves business management, particularly in terms of operational efficiency and time utilization. MSME success can be seen from increased profits, productivity, and competitiveness. Marketplaces also contribute to building a positive business image and improving revenue in the digital marketplace. The costs charged by marketplace platforms are considered reasonable and balanced with the benefits received, making their use a worthwhile investment. Using Spearman Rank correlation analysis, the study finds a positive and significant relationship between the effectiveness of marketplaces and MSME success. The more effectively a marketplace is utilized, the greater the level of business success achieved. Thus, maximizing marketplace use is a key strategy for agricultural MSMEs to grow, remain competitive, and thrive in the digital era. Keywords: effectiveness, marketplace, MSMEs

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507002426	T171435	T1714352025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1714352025

Publisher

Indralaya : Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sriwijaya., 2025

Collation

xvi, 113 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

338.507

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Usaha Mikro Pertanian

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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