Evaluation of The Use of Online Selling Platforms in Small and Medium Enterprises (MSMEs) in The Convection Field During The Covid-19 Pandemic

— The widespread use of online buying and selling platforms, especially during the COVID-19 pandemic, is an interesting phenomenon to study. The decision of micro, small and medium enterprises (MSMEs) to use an online trading platform has its own basis for consideration. This study aims to evaluate the use of online buying and selling platforms for marketing costs, increasing revenues, increasing profits and developing marketing areas for MSMEs that use them. The strategy in this research is descriptive quantitative, data collected through interviews and questionnaires distributed to the respondents who are samples of the population of this study. The population in this study is the convection MSME actors in the PIK Pulogadung area, East Jakarta, totaling 50 people. The sample method used in this study is the saturated sample method. The sample in this study was taken from all members of the population, amounting to 50 people, all of which have met the criteria. Data analysis used descriptive statistical analysis, test the validity and reliability of the questionnaire and hypothesis testing.The results of this study indicate that the use of online buying and selling platforms in the MSME business in the convection sector can reduce marketing costs, can increase revenue, can increase profits and can increase the development of marketing areas.


Evaluation of The Use of Online Selling Platforms in Small and Medium Enterprises (MSMEs) in The Convection Field During
The Covid-19 Pandemic Bambang Sutejo INTRODUCTION Since the occurrence of the Covid-19 pandemic in several countries, including Indonesia, there has been a decrease in face-to-face buying and selling transactions.In order to break the chain of transmission of the Covid-19 virus, the government issued a regulation whereby during this pandemic all people are required to implement health protocols in carrying out life activities by implementing 5M, namely wearing masks, washing hands, keeping distance, staying away from crowds and reducing mobility.In addition, the government also implemented PSBB regulations, namely Large-Scale Social Restrictions.This has an impact on decreasing people's income in general, including MSME business actors.The decline in sales and income occurred for many business actors who ran their businesses offline, this occurred because the number of buyers who came to their stores decreased A survey conducted by the United Nations Development Program (UNDP) and the University of Indonesia Institute for Economic and Social Research (LPEM) on 1,180 MSMEs in 15 provinces in Indonesia from July to August 2020 using in-depth interviews and focus group discussion methods also found that around 44 % of MSMEs turning to online platforms to sell their products through e-commerce modules.Social media, especially Instagram, is filled with young and independent entrepreneurs selling their innovative products ranging from home clothing to food (1), Survey of 80 MSMEs Experiencing a Decrease in Income During the Pandemic).The use of online buying and selling platforms is part of digital marketing techniques (digital marketing).The main goal of MSME players who use online buying and selling platforms during the Covid 19 pandemic is to maintain and increase their sales and income.Researchers from the Tempo Data Science Institute (TDS) (2) stated that in order to survive and develop, during the pandemic, as many as 82% of MSMEs tried to optimize their online sales activities through their outlets on e-commerce platforms and also stalls on social media.(mediaindonesia.com in 2021-SMEs with Digital Platforms Keep Surviving the Covid-19 Pandemic Period).In online buying and selling platforms, there are 3 types of platforms that are known by the public, namely e-commerce, marketplace and online shop, where these three platforms have different definitions and ways of using them.
The phenomenon of the widespread use of online buying and selling platforms during the Covid-19 pandemic, when and to what extent using online buying and selling platforms can make MSMEs survive and even make it possible to reduce marketing costs, increase income, profits and expand their marketing area are the fundamental reasons for conducting this research.

MSMEs (Micro, Small and Medium Enterprises)
The definition of MSMEs according to the law that regulates MSMEs, namely Law no.20/2008, UMKM is described as: "small companies owned and managed by a person or owned by a small group of people with a certain amount of wealth and income".Some of the criteria for MSMEs in Indonesia based on their assets and turnover, namely:

Marketing
According to [1] states: "Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others".(Marketing is a social process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.)Digital marketing is a platform used by entrepreneurs, micro investors, product-based companies and other units to promote the products or services they offer [2].

METHOD
This research was designed as a quantitative descriptive research on the phenomenon of the widespread use of online buying and selling platforms carried out in the Pulogadung small industrial village (PIK) with a population of 50 business actors in the convection sector.The sampling method in this study uses a saturated sample technique in which all business actors in the convection sector in Small Industrial Villages (PIK) are sampled.The use of a saturated sample technique is based on the criteria of respondents who meet the criteria to be sampled.Some of the sampling criteria include: 1. Business owners or actors who are currently running their business offline and online for more than 2 years.
2. Owners or business actors who are willing to provide information and data needed to support this research.
The data collection method used in this study was by conducting interviews and distributing questionnaires to the respondents who were the sample in this study with questions that were structured in the form of multiple choice questions.Questionnaires distributed to respondents were measured using a Likert scale which according to [3] Likert scale is a method of scaling attitude statements that use response distribution as a basis for determining the scale value by using responses that are categorized into four types of answer categories, namely: Strongly Disagree (STS) , Disagree (TS), Agree (S), Strongly Agree (SS).
Data analysis in this study uses descriptive statistical methods, which are used to provide information about the characteristics of the research variables with the demographics of the respondents and are presented in graphical form.

RESULT AND DISCUSSION
The results and discussion of this study are divided into two parts, namely the characteristics of the respondents who are the subject of this study and the positive impacts or benefits of using an online buying and selling platform for MSME entrepreneurs in the convection field in the Pulogadung Small Industrial Village (PIK).
The respondents were SMEs in the convection industry located in the Small Industrial Village area, totaling 50 units that met the criteria as a research sample.Data about respondents, among others, is based on gender, age, level of education and the type of online buying and selling platform used.

Respondents' data based on the online buying and selling platform used Graph 1. Online Buying and Selling Platforms
The figure above shows data on the number of business actors using online buying and selling platforms.One business actor uses more than one online platform in running his business.
And based on graph 4, the what's App application is the online media most used by respondents in marketing and selling their products.

Marketing Expenses
Marketing costs per month before using the online buying and selling platform.The figure above shows data on the amount of marketing costs incurred per month by business actors before using the online buying and selling platform.Graph 4.5 above shows that before using the online buying and selling platform, the majority of convection MSME business actors incur marketing costs in the range of 1 to 3 million rupiah per month.
Marketing costs per month after using the online buying and selling platform.

Graph 3. Marketing Costs Per Month After Using the Online Buying and Selling Platform
The figure above shows data on the amount of marketing costs incurred per month by business actors after using an online buying and selling platform.After using the online buying and selling platform, the majority of convection MSME business actors spend marketing costs of less than Rp. 1 million rupiah.
Based on graphs 5 and 6 above, there is a decrease in the number of business actors who incur large marketing costs.This can be seen in the number of business actors who incur marketing costs in the range of 1-3 million per month when they have not yet used the online buying and selling platform, there are 18 people, and when they have used the online buying and selling platform it has increased to 13 people.Meanwhile, the number of MSME players spending in the range of <1 million rupiah increased from 15 people to 27 people.
1. Income Income per month before using the online buying and selling platform.
Graph 4. Income per month before using the online buying and selling platform.
The figure above shows the number of MSME actors whose income is <5 million per month is the largest group, namely 36 people or 72% of the total respondents.
2. Income per month after using the online buying and selling platform.
Graph 5. Income per month after using online buying and selling platforms.
Graph 5 above shows the number of MSMEs earning in the range of 5-25 million per month is the largest group, namely 30 people or 60% of the total respondents.
Based on graphs 4 and 5 above, there has been a change in the number of MSME actors in terms of increasing income per month.In chart 7, where MSME players have not used online buying and selling platforms, MSME actors with an income range of <5 million rupiah are the most numerous, namely 35 units.However, in chart 8 which is a graph where MSME players have used online buying and selling platforms, it has shown an increase in the number of MSME players with an income range of 5-25 million, from 9 units to 30 units.This shows that the use of online buying and selling platforms has had a positive impact in terms of increasing revenue.

Profit
Profit per month before using the online trading platform.
Graph 6.Profit per month before using the online buying and selling platform.
The figure above shows that the majority of business actors before using the online buying and selling platform earned a monthly profit of <5 million rupiah, that is, as many as 36 people or 72% of the total respondents.Profit per month after using the online trading platform.
Graph 7. Profit per month after using the online buying and selling platform.

Marketing Area Expansion
To find out the impact of using the online buying and selling platform for the development of marketing areas for MSME players in the convection sector at PIK Pulogadung, researchers conducted interviews with respondents.
Based on the results of the researcher's interviews with respondents regarding changes in the area and reach of marketing areas when running a business offline and online, the answer is that there has been an increase in the number of customers and the breadth of their business marketing reach since using the online buying and selling platform.Their statement is based on the emergence of new customers who come from outside their area, such as from outside the region and outside the island as a result of the spread of digital advertising through social media and their promotions on websites and in various marketplaces.
The number of respondents who stated that the use of online buying and selling platforms can expand the marketing area can be seen in the following graph.
Graph of the effectiveness of online buying and selling platforms for expanding marketing areas.
Graph 8.The effectiveness of online buying and selling platforms for expanding marketing areas.
The picture above shows the answer to the question whether doing online marketing further expands the market, and the majority of respondents answered strongly agree that using an online buying and selling platform could expand their marketing area, namely as many as 29 people or 58% of the total respondents.

CONCLUSSION
Based on the results of primary data processing in the form of questionnaires and secondary which refers to the background of the problems and objectives in this study, several research conclusions can be formulated, as follows: The use of an online buying and selling platform is proven to reduce marketing costs for MSMEs in the convection sector.This is evident from the significant difference in marketing costs between before and after using the platform, where the costs incurred to market products online are proven to be cheaper than before using the platform.
The use of an online buying and selling platform is proven to be able to increase income in MSMEs in the convection sector.This is evident from the significant difference in income between before and after using the platform, where the income earned when marketing products online is proven to be greater than before using the platform.The use of online buying and selling platforms has been proven to increase profits for MSMEs in the convection sector.This is evident from the significant difference in profit between before and after using the platform, where the profit earned when marketing products online is proven to be greater than before using the platform.
The use of online buying and selling platforms is proven to be able to increase the development of marketing areas for MSMEs in the convection sector.This is evident from the advertisements and promotions carried out by MSME actors via the internet through websites, marketplaces and also social media, with a very wide reach which can be seen from the buyer's address when sending goods.

Graph 2 .
Marketing Costs Per Month Before Using the Online Buying and Selling Platform

Table 1
Criteria for MSMEs in Indonesia