PENGARUH JAM KERJA, LAMA USAHA, LOKASI USAHA, DAN PENGGUNAAN DIGITAL MARKETING TERHADAP PENDAPATAN USAHA MIKRO

Abstract

This study aims to analyze the effect of working hours, length of business, business location and use of digital marketing on the income of micro-businesses in the fashion sector in Denpasar City. This research was conducted by distributing questionnaires to 99 respondents and using the method of determining the sample, namely the accidental sampling technique. The data analysis technique used in this study is multiple linear regression analysis. The results of this study indicate that simultaneously working hours, length of business, business location and use of digital marketing have a significant effect on the income of micro-businesses in the fashion sector in Denpasar City. Working hours partially have a positive and significant effect on income while length of business partially has a positive and insignificant effect on the income of fashion micro-enterprises in Denpasar City. Micro business actors in the fashion sector in Denpasar City who are located in clusters earn an average income of more than those located outside the cluster and businesses that use digital marketing earn an average income of more than those who do not use digital marketing. Keywords: Income; Working Hours; Length of Business; Business Location; Use of Digital marketing