Strategies to Increase Profitability by Using Digital-Based Sales in Micro, Small and Medium Enterprise (MSMEs) in Medan City

Authors

  • Audrey M. Siahaan Universitas HKBP Nommensen
  • Danri T. Siboro Universitas KHBP Nommensen
  • Melvin Sanro Jacobest Nainggolan Universitas KHBP Nommensen

DOI:

https://doi.org/10.37385/msej.v5i1.4071

Keywords:

Digital Sales, Msmes, Profitability, Strategy

Abstract

Using Internet networks facilitates the distribution, sale, purchase, and promotion of products (goods and services) through digital platforms such as social media and e-commerce. One practical approach to enhancing profitability involves leveraging social media platforms as marketing and sales channels alongside utilizing e-commerce. The selected subject of analysis pertains to the proprietors of MSMEs engaged in Internet commerce inside the city of Medan. The study will involve a sample size of 40 MSMEs selected by the purposive sampling technique. The method employed for data collecting involves the utilization of a questionnaire. Data analysis techniques employed include data quality testing, classical assumption testing, and hypothesis testing using linear and moderation regression analysis. The findings indicate that implementing a Social Media Strategy has a favorable and statistically significant impact on MSMEs profitability in Medan City. Using E-commerce platforms to facilitate digital sales can enhance the relationship between the influence of a Social Media Strategy and the profitability of MSMEs in Medan City. There is an expectation that online business entities will employ methods involving social media and e-commerce while also remaining responsive to technical advancements to enhance and modernize their online business systems, thereby avoiding obsolescence in the face of emerging technologies.

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Published

2024-01-09

How to Cite

Siahaan, A. M. ., Siboro, D. T. ., & Nainggolan, M. S. J. . (2024). Strategies to Increase Profitability by Using Digital-Based Sales in Micro, Small and Medium Enterprise (MSMEs) in Medan City. Management Studies and Entrepreneurship Journal (MSEJ), 5(1), 514–523. https://doi.org/10.37385/msej.v5i1.4071