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All Journal MABIS: Manajemen dan Bisnis
Darisna, Vivin
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Economics, Econometrics & Finance Social Sciences

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Boosting SME sales with cash-on-delivery e-commerce and Instagram in Bengkulu: New normal revenue enhancement Darisna, Vivin; Fadli, Fadli
Manajemen dan Bisnis Vol 23, No 1 (2024): March 2024
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v23i1.749

Abstract

This research aims to examine the extent of the influence of Cash on Delivery (COD)-based e-commerce and Instagram social media on the increase in sales revenue for MSME products in the new normal era. This study employs a quantitative approach with primary data sourced from questionnaires. The research population consists of MSMEs in the city of Bengkulu, totaling 44,472, with a sample size determined using the Slovin formula at 10%, resulting in a sample of 100 MSMEs utilizing COD-based e-commerce and Instagram social media. The collected data are then processed using Smart PLS 4 software. The results indicate that MSMEs using COD-based e-commerce and Instagram social media positively influence the increase in sales revenue for SMEs. Through testing, it is observed that variable X1 has a path coefficient of 0.447 with a p-value of 0.002 < 0.05, and variable X2 has a coefficient of 0.543 with a p-value of 0.000 < 0.05, signifying that these variables positively impact the increase in sales revenue for MSMEs.
Co-Authors Fadli Fadli