Pengaruh Kemampuan Pemanfaatan Platform Digital terhadap Keberhasilan Usaha Mikro Pasca Pandemi

Louisley Alonso Tanhawskin; Virginia Evelyn Della

doi:10.31004/riggs.v5i2.10579

Authors

Louisley Alonso Tanhawskin Institut Teknologi dan Bisnis Sabda Setia
Virginia Evelyn Della Institut Teknologi dan Bisnis Sabda Setia

DOI:

https://doi.org/10.31004/riggs.v5i2.10579

Keywords:

Keberhasilan Usaha, Kemampuan Pemanfaatan, Pasca Pandemi, Platform Digital, Usaha Mikro

Abstract

Penelitian ini bertujuan menganalisis pengaruh kemampuan pemanfaatan platform digital terhadap keberhasilan usaha mikro pada masa pasca pandemi di Kota Pontianak. Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif kausal. Data primer dikumpulkan melalui kuesioner berskala Likert kepada 100 pelaku usaha mikro yang dipilih menggunakan teknik purposive sampling berdasarkan kriteria domisili, keberlanjutan usaha, dan pengalaman menggunakan platform digital. Kemampuan pemanfaatan platform digital diukur melalui penggunaan media digital untuk promosi, pengelolaan penjualan daring, dan komunikasi pelanggan, sedangkan keberhasilan usaha diukur melalui peningkatan omzet, keberlanjutan operasional, dan retensi pelanggan. Data dianalisis menggunakan uji validitas, reliabilitas, asumsi klasik, regresi linear sederhana, uji parsial, dan koefisien determinasi dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa seluruh instrumen dinyatakan valid dan reliabel. Kemampuan pemanfaatan platform digital berpengaruh positif dan signifikan terhadap keberhasilan usaha mikro pasca pandemi. Temuan tersebut menunjukkan bahwa pelaku usaha yang mampu mengintegrasikan media sosial, marketplace, komunikasi digital, serta pengelolaan transaksi daring cenderung lebih mampu memperluas jangkauan pasar, menjaga hubungan dengan pelanggan, meningkatkan efisiensi, dan mempertahankan keberlanjutan usaha. Dominasi responden berusia muda, perempuan, dan bergerak pada sektor kuliner juga memperlihatkan pentingnya pendekatan pelatihan digital yang sesuai dengan karakteristik pelaku usaha. Penelitian merekomendasikan penguatan literasi digital, pendampingan pemasaran daring, pengelolaan data pelanggan, keamanan transaksi, dan evaluasi kinerja platform secara berkelanjutan oleh pemerintah, perguruan tinggi, lembaga keuangan, dan penyedia platform untuk mendukung pertumbuhan usaha mikro yang adaptif dan berdaya saing untuk menghadapi persaingan ekonomi digital yang semakin dinamis.

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