Efektivitas E-Commerce dan Media Sosial untuk Meningkatkan Kinerja Pemasaran Perdagangan Pasar Tradisional
DOI:
https://doi.org/10.22441/fifo.2019.v10i1.004Keywords:
E-Commerce, media sosial, kinerja pemasaran, pasar tradisionalAbstract
Saat ini masyarakat banyak beralih berbelanja di pasar modern daripada di pasar tradisional, karena pasar modern cenderung lebih bersih, serta dikelola lebih profesional. Selain pasar modern, pasar online menjadi salah satu ancaman keberadaan pasar tradisional. Agar pasar tradisional tidak tenggelam dan tertinggal dengan pasar modern dan pasar online, maka pedagang pasar di pasar tradisional harus mengikuti perkembangan jaman terutama dengan berkembangnya teknologi internet sekarang ini dengan memasuki pasar di dunia maya yang disebut sebagai electronic commerce (e-commerce). Saat ini terdapat peluang yang besar untuk melakukan pemasaran dengan memanfaatkan teknologi internet yaitu melalui media sosial. Melalui media social, bisnis mendapatkan akses berkaitan dengan sumber daya yang lebih besar dan lebih luas bagi pemilik bisnis. Penelitian ini merupakan penelitian kausal. Obyek penelitian ini adalah seluruh pedagang yang ada di Pasar Tradisional, dengan pengambilan sampel menggunakan teknik random cluster sampling (random area sampling). Data dikumpulkan menggunakan kuesioner. Pengujian hipotesis menggunakan analisis deskriptif, pengujian asumsi klasik, analisis regresi berganda, pengujian hipotesis dan analisis koefisien determinasi. Berdasarkan analisis data dapat disimpulkan bahwa kemampuan e-commerce berpengaruh tidak signifikan terhadap kinerja pemasaran, promosi di media sosial berpengaruh signifikan terhadap kinerja pemasaran serta kemampuan e-commerce dan promosi di media sosial secara simultan berpengaruh signifikan terhadap kinerja pemasaranDownloads
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