Update Artikelilmiah: 40595

NOVI LAILATUL FADHILAH

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Pasar Bintoro Demak adalah pasar tradisional terbesar di Kabupaten Demak dan menjadi pasar potensial karena lokasinya terletak berdekatan pusat Kota Demak serta berada di antara dua obyek wisata religi sehingga banyak pedagang yang menggantungkan hidupnya untuk berjualan di pasar tersebut. Penelitian ini bertujuan untuk menganalisis pengaruh variabel modal, jam kerja, lokasi usaha, dan kondisi pasar terhadap pendapatan pedagang pasar tradisional di Pasar Bintoro Demak dan untuk menganalisis variabel yang paling berpengaruh terhadap pendapatan pedagang pasar tradisional di Pasar Bintoro Demak. Pengambilan sampel dilakukan secara proportional stratified random sampling dimana responden dipilih secara acak dari setiap sub populasi heterogen dengan jumlah sampel terambil sebanyak 92 pedagang. Hasil penelitian melalui hasil analisis regresi linear berganda yang mempengaruhi pendapatan hanya modal, jam kerja, dan lokasi usaha. Sedangkan, kondisi pasar tidak mempengaruhi pendapatan pedagang. Berdasarkan hal tersebut untuk meningkatkan pendapatan pedagang Pasar Bintoro Demak diperlukan adanya kemudahan dalam akses permodalan melalui kredit perbankan; mempromosikan penjualan barang dagangannya melalui marketplace atau iklan menggunakan aplikasi secara online dan mempertimbangkan adanya persaingan non harga seperti memperbaiki kualitas pelayanan dengan konsumen misalnya dapat memberikan tambahan produk kepada konsumen langganan serta menjaga penampilan agar terlihat lebih menarik.

Abtrak (Bhs. Inggris)

Pasar Bintoro Demak is the largest traditional market in Demak Regency and is a potential market because it is located near the center of Demak City and is located between two religious tourism objects so that many traders depend on their lives to sell in the market. This study aims to analyze the effect of capital variables, working hours, business location, and market conditions on the income of traditional market traders in Pasar Bintoro Demak and to analyze the variables that have the most influence on the income of traditional market traders in Pasar Bintoro Demak. Sampling was carried out by proportional stratified random sampling where respondents were randomly selected from each heterogeneous sub-population with a total sample size of 92 traders. The results of the study through multiple linear regression analysis results that affect income only capital, working hours, and business location. Meanwhile, market conditions do not affect the income of traders. Based on this to increase the income of Bintoro Demak Market trader : it is necessary to facilitate access to capital through bank credit; promote the sale of merchandise through marketplaces or advertisements using online applications and consider the existence of non-price competition such as improving the quality of service with consumers for example being able to provide additional products to subscription consumers and maintaining appearance to make them look more attractive.

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