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Image of PENGARUH MARKETPLACE TERHADAP PENINGKATAN PENDAPATAN USAHA MIKRO KECIL MENENGAH (UMKM) SEKTOR PERTANIAN DI KECAMATAN GANDUS KOTA PALEMBANG

Text

PENGARUH MARKETPLACE TERHADAP PENINGKATAN PENDAPATAN USAHA MIKRO KECIL MENENGAH (UMKM) SEKTOR PERTANIAN DI KECAMATAN GANDUS KOTA PALEMBANG

Andesta, Siti - Personal Name;

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The utilization of media and online marketplaces is now believed to have a positive impact on MSMEs. This research aims to (1) Identify marketing strategies implemented by agricultural sector SMEs to optimize marketplaces. (2) Comparing the differences in income of agricultural sector SMEs before and after using the marketplace. The determination of the location was done purposively. Data collection was conducted from December 2024 to January 2025.The method used in the research is the survey method. The number of samples taken is 30 micro, small, and medium business operators. The data collected are primary and secondary data. The research results show that the strategy used by MSMEs in the agricultural sector in Gandus District is the use of the 4P marketing mix (Product, Price, Place, and Promotion) In terms of products, they sell various processed agricultural products. The effort to develop product variants sold is one of the ways to increase sales. In terms of price (Price), they set it based on their considerations, always taking into account the market price and the expenses incurred. Place (Place) SMEs choose popular marketplaces like Shopee, Gojek, and Grab that can provide many benefits for sellers. By choosing the right platform, they can increase their revenue and reach a wider market. Promotion Sellers take advantage of the promotional programs offered by the marketplace, and they also provide a free gift for the purchase of certain products. The use of the marketplace as a sales medium has a positive impact on the total business revenue, contributing 41% of the daily total revenue. Although offline sales still dominate with 59%, the presence of marketplaces has expanded market reach, created new sales channels, and increased revenue. Based on the statistical test, the calculated t-value is 6.918 > 2.045 with a significance level of 0.000 (p-value < 0.05), therefore H0 is rejected. The difference in the average income before using the marketplace was Rp10,006,737. Whereas after using the marketplace, it amounts to Rp12,761,070. The difference in average income before and after using it is Rp2,754,333. Based on these results, the marketplace is very suitable to be implemented in increasing the income for MSMEs in the agricultural sector.


Availability
Inventory Code Barcode Call Number Location Status
2507003000T173717T1737172025Central Library (Reference)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1737172025
Publisher
: Prodi Agribisnis, Jurusan Ekonomi Pertanian, Fakultas Pertanian Universitas Sriwijaya., 2025
Collation
xiv, 74 hlm., ilus., tab.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
338.107
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Ekonomi Pertanian
Specific Detail Info
-
Statement of Responsibility
EM
Other version/related

No other version available

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  • PENGARUH MARKETPLACE TERHADAP PENINGKATAN PENDAPATAN USAHA MIKRO KECIL MENENGAH (UMKM) SEKTOR PERTANIAN DI KECAMATAN GANDUS KOTA PALEMBANG
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