The Effect Of Digitalization On Culinary Msmes On Increasing Sales Turnover During Covid 19 Pandemic

Suryari Purnama, C. Bangun, Arop Ria S. Panjaitan, Agung
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引用次数: 10

Abstract

This study aims to determine the effect of digital marketing and the use of the marketplace for Culinary MSMEs on increasing sales turnover during the COVID-19 pandemic. The research population is Culinary MSMEs in DKI Jakarta whose number is unknown. Determination of the number of samples by Hair et.al (2014) which is a minimum of 50 culinary traders in Jakarta by sampling using the purposive sampling method, with the following criteria: Respondents are limited to small and micro entrepreneurs (UMK) Culinary, which sell heavy/main food, snacks (snacks) and various drinks, Culinary UMK actors who have used digital marketing as a promotional tool, Culinary UMK actors who have sold on marketplaces such as Gofood, Grabfood or Tokopedia. This research is a quantitative research that aims to see the effect of the data processing method used, namely Multiple Linear Regression Analysis. The results show: 1). There is an influence of digital marketing for Culinary MSMEs on increasing sales turnover during the covid 19 pandemic, 2). There is an effect of using marketplaces on increasing sales turnover of Culinary MSMEs, 3). There is an influence of digital marketing and the use of marketplaces on increasing Simultaneous sales turnover for Culinary SMEs. The novelty of this research is that it is found that the influence of the use of the marketplace is significant in increasing sales turnover, but specifically for Culinary MSMEs (Micro entrepreneurs) it turns out that the use of this marketplace reduces the sales turnover of these culinary Micro entrepreneurs.
数字化对烹饪中小企业在2019冠状病毒病大流行期间增加销售额的影响
本研究旨在确定数字营销和烹饪中小企业市场的使用对COVID-19大流行期间增加销售额的影响。研究对象是雅加达DKI的烹饪中小微企业,其数量未知。Hair等人(2014年)使用有目的抽样方法确定了雅加达至少50个烹饪贸易商的样本数量,其标准如下:受访者仅限于小型和微型企业家(UMK) culinary,他们销售重/主要食品、零食(零食)和各种饮料,culinary UMK参与者使用数字营销作为促销工具,culinary UMK参与者在Gofood、Grabfood或Tokopedia等市场上销售。本研究是一项定量研究,旨在观察所使用的数据处理方法,即多元线性回归分析的效果。结果表明:1)在2019冠状病毒大流行期间,烹饪中小企业的数字营销对增加销售营业额有影响;2)使用市场对增加烹饪中小企业的销售营业额有影响;3)数字营销和使用市场对增加烹饪中小企业的同时销售营业额有影响。本研究的新颖之处在于,它发现市场的使用对增加销售营业额的影响是显著的,但特别是对于烹饪中小微企业(微型企业家)来说,使用这个市场减少了这些烹饪微型企业家的销售营业额。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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CiteScore
4.20
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