The Effect Of Marketplace Use On Increasing The Revenue Of Micro, Small, And Medium-Sized Businesses In The Bandar Lampung Area

Septa Agung Prasetyo; Yuniarti Fihartini

doi:10.63922/ijebir.v5i06.6806

Septa Agung Prasetyo Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia
Yuniarti Fihartini Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i06.6806

Keywords: Use of the Marketplace, Increasing MSME Revenue, Bandar Lampung.

Abstract

The growth of the digital economy has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize online marketplaces for marketing and sales, thereby expanding their market reach and increasing revenue. This study aims to determine the impact of marketplace usage on revenue growth among MSMEs in the Bandar Lampung area. A quantitative approach with an associative method was employed. Data were collected via questionnaires from 96 respondents representing 48 MSMEs in Bandar Lampung, with two respondents representing each enterprise. Data analysis was conducted using simple linear regression with the aid of SPSS. The results indicate that marketplace usage has a positive and significant effect on MSME revenue growth, with a regression coefficient of 0.957, a t-statistic of 11.746, and a significance level of 0.000 (p < 0.05). The R-squared value of 0.595 indicates that marketplace usage explains 59.5% of the variation in MSME revenue growth, while the remaining 40.5% is influenced by factors outside the research model. Thus, the more effectively marketplaces are utilized for marketing and sales, the greater the revenue growth MSMEs in Bandar Lampung can achieve.

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