PENGARUH PENJUALAN ONLINE, MODAL USAHA, LAMA USAHA, DAN STRATEGI PROMOSI TERHADAP PENDAPATAN PELAKU UMKM DI KOTA JAMBI
Abstract
This quantitative research aims to analyze the socio-economic characteristics of Small, Micro, and Medium Enterprises (MSMEs) in Jambi City and analyze the influence of online sales , business capital, business duration, and promotion strategies on the income of MSME actors in Jambi City. Primary data were collected from 99 respondents through a questionnaire using the Purposive Sampling method. Data analysis using multiple linear regression with SPSS 29 application. The descriptive results show that MSME actors are dominated by women (57.8%), productive age (average 35.9 years), dominant business duration of 1 year to 3 years, average initial capital of Rp. 3,268,939, have an average income of Rp. 6,393,686.87 per month and the majority use non-paid promotions. Simultaneously, the variables of online sales , business capital, business duration, and promotional strategies have a positive effect on revenue. Partially, the four variables have a significant effect on income, with business capital as the dominate variable. The dummy variable test proves that MSME actors who use paid promotion strategies have an average income of Rp. 1,212,838,722 higher than those who use unpaid promotions. These results show that most MSME actors in Jambi City are still micro-scale businesses with relatively small capital and more use unpaid promotions.
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