Pengaruh Penggunaan E-Commerce dan Citra Merek terhadap Peningkatan Pendapatan Bagi UMKM di Kota Palembang

Aldo, Nories (2022) Pengaruh Penggunaan E-Commerce dan Citra Merek terhadap Peningkatan Pendapatan Bagi UMKM di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to determine the effect of E-Commerce and brand image on increasing income for UMKM in Palembang City. This type of research is quantitative research. The data used is primary data. The population in this study is UMKM entrepreneurs in the city of Palembang. The sampling method used purposive sampling technique so that the sample used was 100 UMKM engaged in food, beverages, and clothing in the city of Palembang. Then the total number of samples tested is 100 data. Data processing using SPSS version 26.0. Hypothesis testing using multiple linear analysis . The results of this study indicate that E-Commerce and brand image have a significant effect on increasing income for UMKM in the city of Palembang. Keywords: E-Commerce, Brand Image, Revenue Increase

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