Dampak Penggunaan Online Marketplace terhadap Kinerja Bisnis Tanaman Hias Daun Famili Araceae di Kabupaten Bogor

Abstract

Sebagai sentra produksi dan pemasaran tanaman hias daun famili Araceae di Jawa Barat, Kabupaten Bogor menghadapi tantangan penjualan di pasar domestik. Pemasaran melalui online marketplace memiliki kebijakan biaya operasional yang memunculkan pertanyaan terkait dampak terhadap kinerja bisnisnya. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi keputusan pebisnis menggunakan online marketplace dengan metode regresi logistik biner dan mengidentifikasi dampak penggunaan online marketplace terhadap kinerja bisnis dengan propensity score matching (PSM). Penggunaan metode survei melalui wawancara berbasis kuesioner dilakukan pada 145 pebisnis tanaman hias daun famili Araceae di Kabupaten Bogor. Hasil penelitian menunjukkan bahwa literasi digital dan penyuluhan berpengaruh signifikan terhadap keputusan pebisnis menggunakan online marketplace, sementara faktor lainnya tidak berpengaruh. Online marketplace belum berdampak terhadap kinerja bisnis finansial, namun berdampak signifikan terhadap kinerja bisnis nonfinansial, yaitu networking sebagai aset penting bagi keberlanjutan usaha jangka panjang. Diperlukan integrasi pemasaran menggunakan media sosial, sehingga networking yang terbentuk dapat meningkatkan kinerja bisnis secara finansial.

As a production and marketing center for Araceae foliage plants in West Java, Bogor Regency faces challenges in domestic sales. Marketing through online marketplaces involves operational cost policies that raise questions regarding their impact on business performance. This study aims to identify the factors influencing entrepreneurs' decisions to adopt online marketplaces using binary logistic regression and to evaluate the impact of this adoption on business performance through Propensity Score Matching (PSM). A survey utilizing questionnaire-based interviews was conducted with 145 Araceae foliage plant entrepreneurs in Bogor Regency. The results indicate that digital literacy and agricultural extension services have a significant influence on the decision to use online marketplaces, while other factors have no effect. Although online marketplaces have not yet impacted financial performance, they significantly enhance non-financial performance, particularly in networking, which is a vital asset for long-term business sustainability. Integrating social media marketing is necessary to ensure that the established networks translate into improved financial business performance.