The Effect Of Digitalization On Culinary Msmes On Increasing Sales Turnover During Covid 19 Pandemic

Suryari Purnama,Cicilia S Bangun,Agung Agung,Arop Ria S Panjaitan

doi:10.34306/att.v4i1.228

Suryari Purnama, Cicilia S Bangun + Show 2 more

Open Access

https://doi.org/10.34306/att.v4i1.228

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Abstract

This study aims to determine the effect of digital marketing and the use of the marketplace for Culinary MSMEs on increasing sales turnover during the COVID-19 pandemic. The research population is Culinary MSMEs in DKI Jakarta whose number is unknown. Determination of the number of samples by Hair et.al (2014) which is a minimum of 50 culinary traders in Jakarta by sampling using the purposive sampling method, with the following criteria: Respondents are limited to small and micro entrepreneurs (UMK) Culinary, which sell heavy/main food, snacks (snacks) and various drinks, Culinary UMK actors who have used digital marketing as a promotional tool, Culinary UMK actors who have sold on marketplaces such as Gofood, Grabfood or Tokopedia. This research is a quantitative research that aims to see the effect of the data processing method used, namely Multiple Linear Regression Analysis. The results show: 1). There is an influence of digital marketing for Culinary MSMEs on increasing sales turnover during the covid 19 pandemic, 2). There is an effect of using marketplaces on increasing sales turnover of Culinary MSMEs, 3). There is an influence of digital marketing and the use of marketplaces on increasing Simultaneous sales turnover for Culinary SMEs. The novelty of this research is that it is found that the influence of the use of the marketplace is significant in increasing sales turnover, but specifically for Culinary MSMEs (Micro entrepreneurs) it turns out that the use of this marketplace reduces the sales turnover of these culinary Micro entrepreneurs.

Highlights

IntroductionThe Covid pandemic that has hit the world since January 2020 has had an impact in all fields
Based on the results of the study, it can be seen that all hypotheses H0 are rejected and Ha are accepted, meaning that there is a significant influence between digital marketing variables and the use of marketplaces on increasing sales turnover
From the results of the regression equation, it can be seen that the digital marketing variable has a positive influence so that the addition of 1 unit in digital marketing will provide an increase in sales turnover of 0.244

Summary

Introduction

The Covid pandemic that has hit the world since January 2020 has had an impact in all fields. According to the Organization for Economic Cooperation and Development (OECD) due to the Covid-19 pandemic, MSMEs have a significant impact Their links to the tourism, transportation and raw material suppliers, all of which are affected, make MSME businesses very vulnerable [1]. According to the Minister of Manpower, the largest number of companies and workers who were laid off were SMEs, especially in the tourism industry and its derivatives, such as hotels, restaurants and catering (horeca) (Kemenkop-UKM, 2018). This Culinary MSME experienced a decrease in income by 92.47% [3], and had an impact on an increase in the number of poor people in September 2020 by 27.55 million people [4]

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