PENGARUH TINGKAT PENDIDIKAN DAN JENIS PRODUK TERHADAP PEMANFAATAN E-COMMERCE DAN OMZET PENJUALAN PADA UMKM DI KOTA DENPASAR

Abstract

The purpose of this study are 1) analyzing the influence of education level and product type on e-commerce utilization, 2) analyzing the influence of education level, product type, and e-commerce utilization on sales turnover, 3) knowing the effect of education level and product type on sales turnover through the use of e-commerce. The number of samples taken was 88 MSMEs, using accidental sampling technique. The design of this study uses a quantitative approach in the form of associative. Data collection methods used in this study are observation, structured interviews, and in-depth interviews. The data analysis technique used in this study is path analysis. The results showed that the education level variable directly had a positive and significant effect on e-commerce utilization and sales turnover. There are differences in the use of e-commerce types of product products with the use of e-commerce types of service products and there is no difference in the average sales Revenue of types of product products with the average sales turnover of types of service products. The e-commerce utilization variable has a positive and significant effect on sales turnover at UMKM in Denpasar. The use of e-commerce mediates the relationship between education level and product type on sales Revenue at the MSMEs in Denpasar.