PENGARUH PEMANFAATAN INTERNET UNTUK PROMOSI DAN PENJUALAN TERHADAP PENDAPATAN PEMILIK USAHA
University of Indonesia
Indonesia
University of Indonesia
Indonesia
Abstract
Penelitian ini menganalisis pengaruh internet terhadap pendapatan pada pemilik usaha di Indonesia. Penelitian ini menggunakan data pooled cross section yaitu SAKERNAS Agustus 2018-2021. Model yang digunakan adalah Instrumental Variabel (IV) dengan Two-Stage Least Square (2SLS). Hasil estimasi first stage menunjukkan bahwa jumlah Base Transceiver Station (BTS) per Kabupaten berpengaruh positif pada tingkat pemakaian internet. Selanjutnya hasil estimasi second stage menunjukkan bahwa pemakaian internet berpengaruh positif pada pendapatan pemilik usaha. Terdapat perbedaan pemakaian internet (promosi, komunikasi, transaksi, penjualan via email dan sosial media, serta penjualan via web/marketplace) terhadap pendapatan pemilik usaha. Selain itu, ditemukan bahwa transmisi internet lebih besar pengaruhnya untuk kegiatan usaha pada promosi dan transaksi daripada komunikasi.
Keywords
References
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