Analisis Kondisi Pasar dan Pola Permintaan Produk UMKM Kota Medan pada Marketplace

Munzir Phonna (Universitas Negeri Medan)
Sri Lastri Abigail Siagian (Universitas Negeri Medan)
Azizah zalfa Khumairah (Universitas Negeri Medan)
Bunga Nurlayli (Universitas Negeri Medan)
Epi Rianti Pangabean (Universitas Negeri Medan)

Pajak dan Manajemen Keuangan
Vol. 3 No. 5 (2026): Oktober: Pajak dan Manajemen Keuangan (PAJAMKEU)

This study aims to analyze market conditions and demand patterns for products from Micro, Small, and Medium Enterprises (MSMEs) in the city of Medan on online marketplace platforms through a literature review. E-commerce platforms provide opportunities for MSMEs to expand their market reach, but they also intensify competition among business operators. This study employs a literature review method by examining scientific articles that discuss MSMEs, e-commerce platforms, pricing, consumer response, digitalization, and sales particularly those related to the city of Medan. The data were analyzed by comparing and synthesizing the results of previous studies to obtain a general overview of market conditions and demand patterns. The results show that online markets help expand the market and make it easier for consumers to compare products. Consumer response is influenced not only by price but also by quality, ratings, reviews, product characteristics, service, and trust. Marketplaces can also serve as a source of market information for SMEs in adjusting their business strategies.