PENGARUH PENJUALAN ONLINE, PENJUALAN OFFLINE, DAN PENENTUAN HARGA JUAL TERHADAP PENINGKATAN PENDAPATAN (STUDI KASUS PADA UMKM DAPUR KITO)

Abstract

The development of digitalization and technology has driven significant changes in sales transaction patterns, particularly through the use of e-commerce and social media platforms. In the midst of increasingly fierce market competition, business actors need to optimize sales strategies both online and offline, as well as implement effective price policies to increase business income and sustainability. This research aims to analyze the influence of online sales, offline sales and selling price setting on increasing income at the Dapur Kito culinary MSME in Rejang Lebong Regency. This study used a descriptive quantitative approach. The internal population includes all individuals involved in the management and operations of Kito Kitchen, while the external population is consumers who purchased products online and offline during the 2020–2024 period, with a total of around 4,950 people. The total sampling technique is used for internal populations, and purposive sampling is used for external populations. Data were analyzed using multiple linear regression tests. The research results show that: (1) online sales have a positive and significant effect on increasing income (t count = 3,633; sig = 0.000), (2) offline sales have a positive and significant effect (t count = 3,681; sig = 0.000), (3) setting selling prices also has a positive and significant effect (t count = 8,708; sig = 0.000), and (4) simultaneously these three variables have a significant effect on increasing income (F count = 32,386; sig = 0.000). These findings confirm the importance of optimizing multi-channel sales strategies and competitive pricing as key factors in improving MSME business performance in the digital era.