The Impact of Go Kurir on Increasing the Income of Food-Based MSMEs in Mamuju Regency
DOI:
https://doi.org/10.59890/ijist.v4i10.68Keywords:
Impact, Go Kurir, Income Growth, Food-based MSMEs, Mamuju RegencyAbstract
This study aims to determine the effect of Go-Kurir's service dimensions on increasing the income of culinary MSMEs in Mamuju Regency. The research method employed was a quantitative associative approach, with a sample of 90 culinary business operators selected using purposive sampling. Data collection was carried out using a structured questionnaire with a Likert scale, supplemented by secondary data. Data analysis was performed using multiple linear regression with the aid of SPSS software, following data quality checks (validity and reliability) and tests of classical assumptions. The results of this study indicated that the variable 'ease of access' (X1) had a positive but not statistically significant partial effect on the revenue of culinary MSMEs, with a significance value of 0.071 > 0.05 and a calculated t-value (1.828) < table t-value (1.988). Order volume (X2) had a positive and statistically significant partial effect on revenue, with a significance value of 0.008 < 0.05 and a calculated t-value (2.563) > the critical t-value (1.988). Delivery speed (X3) had a positive and statistically significant partial effect on revenue, with a significance value of 0.007 < 0.05 and a calculated t-value (2.737) > the critical t-value (1.988). Market reach expansion (X4) had a positive and statistically significant partial effect on revenue, with a significance value of 0.026 < 0.05 and a calculated t-value (2.266) > the critical t-value (1.988). Simultaneously, ease of access, order volume, delivery speed and market reach expansion had a significant impact on revenue growth, with a significance level of 0.000 < 0.05 and a calculated F-value (33.053) > table F-value (2.48), as well as an R-squared value of 0.609 (60.9 per cent). The conclusion of this study was that the integration of digital platforms via Go-Kurir had proven to be strategic in driving the resilience and economic growth of micro-enterprises at the regional level.
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