Dampak Penggunaan Platform E-Commerce dan Media Sosial terhadap Pertumbuhan Penjualan Pelaku Usaha Mikro di Wilayah Perkotaan dan Perdesaan Provinsi Jawa Barat
DOI:
https://doi.org/10.58812/jekws.v4i01.3189Kata Kunci:
Platform e-commerce, Penggunaan media sosial, Pertumbuhan penjualan, Usaha mikroAbstrak
Penelitian ini mengkaji dampak platform e-commerce dan penggunaan media sosial terhadap pertumbuhan penjualan di kalangan usaha mikro di daerah perkotaan dan pedesaan di Provinsi Jawa Barat. Dengan pendekatan penelitian kuantitatif, data dikumpulkan dari 155 pemilik usaha mikro melalui kuesioner terstruktur yang diukur menggunakan skala Likert lima poin. Data dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS 3) untuk menguji hubungan antara adopsi platform digital dan pertumbuhan penjualan. Hasil menunjukkan bahwa baik platform e-commerce maupun penggunaan media sosial memiliki dampak positif dan signifikan terhadap pertumbuhan penjualan. Pemanfaatan media sosial menunjukkan pengaruh yang lebih kuat, menyoroti perannya sebagai alat pemasaran digital yang efektif dan berbiaya rendah bagi usaha mikro. Selain itu, temuan menunjukkan perbedaan antara konteks perkotaan dan pedesaan, menyarankan bahwa kondisi geografis memengaruhi efektivitas platform digital. Studi ini berkontribusi pada literatur kewirausahaan digital dengan menyediakan bukti empiris dari usaha mikro dan menawarkan wawasan praktis bagi pembuat kebijakan dalam merancang strategi pemberdayaan digital yang ditargetkan untuk mendukung pertumbuhan ekonomi inklusif di Provinsi Jawa Barat.
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