PENGARUH AKSESIBILITAS DAN HARGA PRODUK TERHADAP PENJUALAN UMKM KABUPATEN EMPAT LAWANG MELALUI PLATFORM E-COMMERCE

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Revita Desi Hertin
Ahmad Pitra

Abstract

Digital transformation is currently spreading widely in the world and occurs in all sectors including education, banking, health, economics, etc. This also has an impact on the business world in Indonesia, among the transformed aspects, namely the method of transactions and purchases, from conventional to digital, from conventional/direct purchases to online purchases using social media platforms or e-commerce platforms. Of course, this must be in line with the product/service marketing strategy in Indonesia. New marketing strategies must be implemented by business people in the industrial era 4.0. The large number of competitors encourages all business players to provide new breakthroughs in the buying and selling process, including marketing products/services on e-commerce platforms and social media. market place. This research is quantitative research, and uses multiple linear regression statistical tools as an analytical tool. In this study, the questionnaire respondents numbered 100 MSMEs from the total MSMEs in Empat Lawang Regency. In data analysis, the author uses SPSS 22.0 as a data processing tool. This research aims to examine the influence of accessibility (store location) and product prices on interest in purchasing MSME products in Empat Lawang via e-commerce. The results of this research show that product price and accessibility influence MSME sales in Empat Lawang and show the importance of using new methods in sales. In future research, it is hoped that we can add several variables to see the sales relationship using e-commerce.

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How to Cite
Hertin, R. D., & Pitra, A. (2023). PENGARUH AKSESIBILITAS DAN HARGA PRODUK TERHADAP PENJUALAN UMKM KABUPATEN EMPAT LAWANG MELALUI PLATFORM E-COMMERCE. EPIGRAM (e-Journal), 20(2), 145–152. https://doi.org/10.32722/epi.v20i2.5496