Shella Yefa Eka Putri, Rudi Afriyadi

PENGGUNAAN APLIKASI LAYANAN PESAN ANTAR MAKANAN PADA USAHA MIKRO KECIL DAN MENENGAH (UMKM) DI TERMINAL LAMA KOTA SUKABUMI

Introduction

Penggunaan aplikasi layanan pesan antar makanan pada usaha mikro kecil dan menengah (umkm) di terminal lama kota sukabumi. Temukan bagaimana aplikasi pesan antar makanan memberdayakan UMKM di Terminal Lama Sukabumi, meningkatkan omset, jangkauan pasar, dan stabilitas usaha di era digital.

Abstract

AbstrakPenelitian ini bertujuan menganalisis penggunaan aplikasi layanan pesan antar makanan pada Usaha Mikro Kecil dan Menengah (UMKM) di Terminal Lama Kota Sukabumi. Tujuan utama penelitian adalah mengetahui sejuah mana aplikasi tersebut membantu UMKM dalam meningkatkan pendapatan, memperluas jangkauan konsumen, dan menjaga stabilitas usaha. Metode yang digunakan adalah deskriptif kualitatif wawancara, oberservasi, dan dokumentasi terhadap pelaku UMKM yang aktif memanfaatkan aplikasi pesan antar makanan. Hasil penelitian menunjukkan bahwa penggunaan aplikasi memberikan dampak positif terhadap peningkatan omset, terutama melalui bertambahnya pelanggan baru, meningkatnya frekuensi transaksi, serta naiknya rata-rata nilai pembelian. Faktor lain seperti promo, fleksibilitas pembayaran, dan kemudahan akses aplikasi juga memperkuat strategis penjualan UMKM. Meskipun demikian, pengaruhnya bervariasi tergantung pada jenis produk yang ditawarkan dan intensitas pemanfaatan aplikasi. Kesimpulannya, aplikasi layanan pesan melalui antar makanan memiliki peran penting sebagai sarana digital yang membantu UMKM Terminal Lama Kota Sukabumi meningkatkan daya saing, memperluas pasar, dan menjaga keberlanjutan pendapatan mereka di era digital.Kata Kunci: aplikasi layanan pesan antar makanan, omset, UMKMAbstractThis study aims to analyze the influence of food delivery service applications on the revenue of Micro, Small, and Medium Enterrprises (MSMEs) in the Old Terminal area of Sukabumi City. The main objective is to identify how these applications support MEMEs in increasin income, expanding market reach, and maintaining business stability. A descriptive qualitative method was applied using interviews, abservations, and documentation with MSME owners who actively utilize food delivery service platform. The results show that food delivery applications positively impact revence growth by attracting new customers, increasing transaction frequency, and raising the average order value. Other contributing factors include promotional features, flexibel payment methods, and easy access, which enhance MSMEs’ marketing strategies. However, the degree of influence varies depending on the type of product offered and the intensity of application usage. In conclusion, food delivery service applications play an essential role as digital tools that help MSMEs in Sukabumi’s Old Terminal improve competitiveness, expand their markets, and sustain revenue in the digital era.Keywords: food delivery service application, turnover, MSME.

Review

The study, titled "PENGGUNAAN APLIKASI LAYANAN PESAN ANTAR MAKANAN PADA USAHA MIKRO KECIL DAN MENENGAH (UMKM) DI TERMINAL LAMA KOTA SUKABUMI," addresses a highly relevant topic concerning the digital transformation of local economies. It aims to analyze the impact of food delivery service applications on Micro, Small, and Medium Enterprises (MSMEs) specifically within the Old Terminal area of Sukabumi City. The primary objectives are clearly defined: to ascertain how these digital platforms contribute to increasing MSME income, expanding their consumer reach, and fostering business stability. This research is particularly pertinent given the increasing penetration of digital services and their potential to empower small businesses in the contemporary market landscape. Employing a descriptive qualitative methodology, the researchers gathered data through interviews, observations, and documentation from MSME owners actively utilizing these food delivery platforms. The findings unequivocally demonstrate a positive and substantial impact of these applications on MSME revenue growth. Key indicators of success include the attraction of new customers, a notable increase in transaction frequency, and an uplift in the average order value. Furthermore, the study identifies crucial ancillary factors such as promotional features, flexible payment options, and the inherent ease of access to these applications as significant contributors to enhanced marketing strategies. It is also important to note the nuanced finding that the degree of influence varies, contingent upon the specific product types offered and the intensity with which MSMEs engage with the applications. In conclusion, this study effectively illustrates that food delivery service applications serve as vital digital instruments, empowering MSMEs in Sukabumi’s Old Terminal to bolster their competitiveness, effectively expand their market presence, and ensure the sustained viability of their income streams in the digital era. The research provides valuable insights into the tangible benefits of embracing digital platforms for local businesses, offering a compelling case for their integration into broader economic development strategies for similar regions. This contributes significantly to understanding the practical implications of digitalization for the resilience and growth of the MSME sector.

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