Analisis Faktor-Faktor yang Mempengaruhi Pendapatan Usaha Mikro Kecil Menengah di Car Free Day Kota Kupang

BEDA, Angela Letisia (2025) Analisis Faktor-Faktor yang Mempengaruhi Pendapatan Usaha Mikro Kecil Menengah di Car Free Day Kota Kupang. Undergraduate thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in promoting regional economic development, including through the utilization of public spaces such as Car Free Day (CFD) activities. CFD in Kupang City functions not only as a social and recreational space but has also developed into an economic space that provides opportunities for MSME actors to generate income. However, the income levels of MSMEs operating in CFD areas vary and are influenced by various marketing factors. This study aims to describe and analyze the effects of price, product, and promotion on the income of MSMEs operating in the CFD area of Kupang City. This study employs a descriptive method with a quantitative approach. The research population consists of all MSME actors operating in the CFD area of Kupang City, with a sample of 82 respondents selected using a stratified random sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using descriptive statistical analysis and multiple linear regression. Data testing was conducted through validity tests, reliability tests, t-tests, F-tests, and coefficient of determination analysis. The results show that, partially, price and promotion have a positive and significant effect on MSME income, while the product variable does not have a significant partial effect. Simultaneously, price, product, and promotion have a significant effect on MSME income in the CFD area of Kupang City. These findings indicate that in the context of CFD activities, consumer purchasing decisions are more strongly influenced by price sensitivity and the effectiveness of direct and contextual promotions, while products function as a supporting factor in the purchasing process. Based on these findings, it is recommended that MSME actors in the CFD area of Kupang City implement adaptive pricing strategies, contextual and interactive promotional activities, and product management that is adjusted to the situational needs of consumers. These strategies are expected to enhance MSME income sustainably and strengthen the role of CFD as a driver of the local economy.

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