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

ANDESTA, SITI and Junaidi, Yulian (2025) PENGARUH MARKETPLACE TERHADAP PENINGKATAN PENDAPATAN USAHA MIKRO KECIL MENENGAH (UMKM) SEKTOR PERTANIAN DI KECAMATAN GANDUS KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

	Image RAMA_54201_05011382126176_cover.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (263kB)
	Text RAMA_54201_05011382126176.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (24MB) | Request a copy
	Text RAMA_54201_05011382126176_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (7MB) | Request a copy
	Text RAMA_54201_05011382126176_0010076406_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (6MB)
	Text RAMA_54201_05011382126176_0010076406_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (4MB) | Request a copy
	Text RAMA_54201_05011382126176_0010076406_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (734kB) | Request a copy
	Text RAMA_54201_05011382126176_0010076406_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (7MB) | Request a copy
	Text RAMA_54201_05011382126176_0010076406_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (408kB) | Request a copy
	Text RAMA_54201_05011382126176_0010076406_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy
	Text RAMA_54201_05011382126176_0010076406_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (5MB) | Request a copy

Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	marketplace, pendapatan, strategi pemasaran, UMKM
Subjects:	S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Siti Andesta
Date Deposited:	23 May 2025 01:38
Last Modified:	23 May 2025 01:38
URI:	http://repository.unsri.ac.id/id/eprint/173717

Actions (login required)

View Item