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

SIPRIANTI, NADIA and Junaidi, Yulian (2025) HUBUNGAN EFEKTIVITAS MARKETPLACE DENGAN TINGKAT KEBERHASILAN USAHA MIKRO KECIL MENENGAH (UMKM) BIDANG PERTANIAN DI KECAMATAN GANDUS KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

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

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	bidang pertanian, efektivitas marketplace, keberhasilan umkm, pemasaran digital
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:	Nadia Siprianti
Date Deposited:	06 May 2025 05:49
Last Modified:	06 May 2025 05:49
URI:	http://repository.unsri.ac.id/id/eprint/171435

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