ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI PENDAPATAN UMKM PADA MARKETPLACE ONLINE TOKOPEDIA, BUKALAPAK, DAN SHOPEE

Abstract

The rapid progress of technology in 20th century has had a tremendous impact in all fields. The internet is a major factor driving the progress of technology which has causing disruption in the trade sector where trade has been shifting from offline to online. This create business opportunities for entrepreneurs to solve problems in supporting online transaction through start-ups that focus on buying and selling goods which called online marketplace or online market. Through this online marketplace, there is medium for buying and selling that connect sellers and buyers by online. Everyone can sell products via online marketplace, including MSMEs agents as the contributor of national economy. The aims of this research is to analyse the factors that influence the income of MSMEs selling in online marketplace. The independent variables are capital, business experience, product innovation, promotion strategy, and education, whereas the dependent variable in this study is the income of MSMEs. This research is a type of descriptive research, which is a study that describes the factors that influence MSMEs incomes that selling products in online marketplace. The population in this study is MSMEs in Java Island which selling products to online marketplaces such as Tokopedia, Bukalapak, and Shopee with a total sample of 97 respondents taken from accidental sampling and also use multiple linear regression (OLS) to analyze this research. The results of the study show that the variables of capital, product innovation, promotion strategies, and education significantly influence MSMEs’ income. Whereas, the business experience variable does not affect MSMEs selling income in online marketplace.