Pengembangan Julo-Julo dalam Meningkatkan Ekonomi Pedagang Pasar Sangkumpal Bonang Kota Padangsidimpuan
DOI:
https://doi.org/10.30651/jms.v10i2.25795Abstract
Penelitian ini bertujuan untuk menganalisis dampak pengembangan Julo-Julo dalam meningkatkan ekonomi pedagang di Pasar Sangkumpal Bonang, Kota Padangsidimpuan. Julo-Julo merupakan sebuah inovasi platform digital yang dirancang untuk membantu pedagang pasar tradisional dalam pemasaran, transaksi, dan manajemen operasional. Metode penelitian yang digunakan adalah pendekatan campuran (mixed methods) dengan pengumpulan data melalui observasi, wawancara, dan kuesioner terhadap 50 pedagang. Hasil penelitian menunjukkan bahwa penggunaan Julo-Julo memberikan dampak positif yang signifikan, di antaranya: (1) peningkatan pendapatan pedagang sebesar 83,33%, (2) kepuasan pedagang yang tinggi, terutama dalam hal pemasaran digital dan efisiensi transaksi, (3) peningkatan jumlah konsumen sebesar 100%, dengan kontribusi besar dari konsumen online, serta (4) faktor utama peningkatan pendapatan adalah pemasaran digital dan transaksi digital. Namun, terdapat beberapa tantangan yang perlu diatasi, seperti kurangnya literasi digital dan ketersediaan jaringan internet yang tidak stabil
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