ANALISIS DAYA SAING TERHADAP PENJUALAN SECARA ONLINE DAN OFLINE UNTUK MENINGKATKAN USAHA MIKRO KECIL MENENGAH DI JALAN AMALIUN KEC.MEDAN KOTA

Abstract

ABSTRACT COMPETITIVENESS ANALYSIS OF ONLINE AND OFFLINE SALES TO INCREASE MICRO SMALL MEDIUM BUSINESS IN STREET AMALIUN KEC.MEDAN KOTA ROSYA AZZAHRA NPM : 71190215020 Sharia Economic Study Program The purpose of this research is to determine the competitiveness of online and offline sales to improve micro, small and medium enterprises at Amaliun Street, Medan Kota, factors that affect and offset the competitiveness of small and medium micro enterprises, competitiveness criteria, characteristics of competitiveness and weaknesses and strengths in the competitiveness of micro, small and medium enterprises on Jalan Amaliun. Medan City District The data collection technique is taken from data using primary sources, (data requested by yourself) while the sample used is a purposive cluster random sampling sample. The data collection technique used was a questionnaire (questionnaire) and analyzed using SPSS (statistical product and service solutions). The results of the study show that: 1) Online and Offline Sales Competitiveness is very influential in increasing Micro, Small and Medium Enterprises on Jalan Amaliun Kec.Medan Kota. This is proven through the t test, 2) the factors that influence the competitiveness of online and offline sales to increase Micro, Small and Medium Enterprises on Jalan Amaliun Kec Medan Kota include internal factors which are a classic problem of this MSME problem, the problem of limited human resource capabilities, constraints in product marketing, external factors such as the solutions given are not appropriate, overlapping marketing programs. Online sales are not able to directly interact between consumers and buyers, while the advantages of offline sales are: traders and buyers can directly interact and can bargain on the spot, while the disadvantages of offline sales require a lot of effort and time.