THE EFFECT OF ONLINE PRESENCE AND SERVICE QUALITY ON BUSINESS PERFORMANCE OF TOURISM MSMEs
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Abstract
Usaha mikro, kecil, dan menengah (UMKM) memainkan peran penting dan substansial dalam lanskap perekonomian suatu negara. Dalam konteks Indonesia, UMKM menyumbang 60,5 persen terhadap produk domestik bruto (PDB) nasional. Para peneliti telah melakukan banyak sekali kajian terhadap UMKM, khususnya dengan fokus pada kinerja bisnis UMKM. Namun demikian, masih sedikit penelitian mengenai kinerja bisnis UMKM yang berada di kawasan pariwisata yang memiliki posisi unik di sektor pariwisata. Daya tarik suatu destinasi pariwisata memerlukan kehadiran UMKM untuk mendukung terciptanya pengalaman berkesan bagi wisatawan melalui fasilitas, akses, dan atraksi. Di sisi lain, pasar UMKM mengandalkan strategi pemasaran destinasi yang berpotensi meningkatkan kunjungan wisatawan. Tujuan utama dari penelitian ini adalah untuk mengatasi kesenjangan penelitian dengan melakukan analisis model yang mengeksplorasi pengaruh online presence dan kualitas layanan terhadap kinerja bisnis UMKM di kawasan pariwisata. Kami mengumpulkan data primer dengan menyebarkan kuesioner melalui platform google forms. Kami menggunakan stratified random sampling sebagai teknik pengambilan sampel dalam penelitian ini. Data yang dikumpulkan dari sampel 192 pemilik UMKM di Pulau Lombok menggunakan model persamaan struktural. Analisis ini kami lakukan dengan menggunakan SmartPLS 3. Hasil penelitian menunjukkan bahwa online presence dan kualitas layanan berpengaruh positif dan signifikan terhadap kinerja bisnis UMKM pariwisata di Pulau Lombok.
Micro, small, and medium enterprises (MSMEs) play a significant and substantial part in the economic landscape of nations. In the context of Indonesia, MSMEs contributed 60.5 percent of the nation's gross domestic product (GDP). Researchers have conducted extensive studies on MSMEs, specifically focusing on MSMEs’ business performance. Nevertheless, there is a paucity of studies regarding the business performance of MSMEs situated in tourism regions, which have a unique position in the tourism sector. The attractiveness of a tourism destination requires the presence of MSMEs to support the creation of memorable experiences for tourists through amenities, access, and attractions. On the other hand, the MSMEs’ market relies on destination marketing strategies, which have the potential to enhance tourist arrivals. The primary aim of this study is to address a research gap by conducting an analysis of a model that explores the impact of online presence and service quality on the business performance of MSMEs in the tourism region. We collected primary data by administering a questionnaire through the Google Forms platform. We utilized stratified random sampling as the sample technique in this investigation. We analyzed the data collected from a sample of 192 owners of MSMEs on Lombok Island using structural equation modeling. We conducted this analysis using SmartPLS 3 software. The study's results suggest that online presence and service quality have a positive and significant effect on the business performance of tourism MSMEs on Lombok Island.
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This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.References
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