THE IMPACT OF DIGITALIZATION ON THE SALES PERFORMANCE OF MSMES IN MEDAN CITY
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Pasaman Silaban(1)
Department of Management, Faculty of Business and Economics, HKBP Nommensen University, Medan
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Frederick Saroha Silaban(2*)
Department of Management, Faculty of Business and Economics, HKBP Nommensen University, Medan
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Sherina Yohana Sitompul(3)
Department of Management, Faculty of Business and Economics, HKBP Nommensen University, Medan
(*) Corresponding Author
Keywords:
Usage of E-Commerce, Usage of QRis, Digital Transformation, MSME Sales Performance
Abstract
Digital transformation has become an important factor in modern marketing strategies, including for Micro, Small, and Medium Enterprises (MSMEs). This study analyzes the effect of digitalization implementation through the use of social media, marketplaces, and digital payment systems on the sales performance of MSMEs in Medan City. The method used is a quantitative approach with a survey technique of 150 MSME players from various sectors, supported by the Partial Least Square (PLS) method with the help of SmartPLS version 3 software. The results show that digitalization contributes significantly to increasing sales volume, expanding market reach, and improving transaction process efficiency. Social media is the most influential channel in attracting new customers, while digital payments have been proven to increase consumer convenience and transaction frequency. However, some MSME players still face obstacles in digital literacy and online promotion costs. These findings emphasize the importance of digital training and government policy support to strengthen the competitiveness of MSMEs in the era of a technology-based economy.
Keywords: Usage of E-Commerce; Usage of QRis; Digital Transformation; MSME Sales Performance
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References
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http://openjournal.unpam.ac.id/index.php/PSM/index ISSN:
Aprionis. (2025). Kementerian UMKM sebut 65,5 juta UMKM serap 119 juta tenaga kerja. Antaranews.https://www.antaranews.com/berita/4968741/kementerian-umkm-sebut-655-juta-umkm-serap-119-juta-tenaga-kerja?utm_source=chatgpt.com
Caisar Darma, D., Lestari, D., & Muliadi, M. (2020). FinTech and Micro, Small and Medium Enterprises Development. Entrepreneurship Review, 1(1), 1–9.
https://doi.org/10.38157/entrepreneurship-review.v1i1.76
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. In Asia Pacific Journal of Management (Vol. 41, Issue 2). Springer US. https://doi.org/10.1007/s10490-023-09871-y
Harianto, D., & Ahmad A., (2024). Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah. Jurnal Nuansa : Publikasi Ilmu Manajemen Dan Ekonomi Syariah, 3(1), 28–34. https://journal.arimbi.or.id/index.php/Nuansa/article/view/1474
Hasan, N. N., Maulana, F., Pratama Wiguna, A., & Khair, O. I. (2025). Pemanfaatan Teknologi Informasi Untuk Efisiensi Operasional UMKM. Jurnal Sains, Ekonomi, Manajemen, Akuntansi Dan Hukum, 285–291.
indonesiadevelopmentforum. (2021). 24 Persen UMKM Berhasil Masuk Platform Digital. https://indonesiadevelopmentforum.com/id/2023/article/detail/179843-24-persen-umkm-berhasil-masuk-platform-digital?
Komalasari, R., Harto, B., & Setiawan, R. (2021). UMKM Go-Digital sebagai Adaptasi dan Inovasi Pemasaran Arkha Minoritas pada Pandemi COVID-19. Universitas Persada Indonesia YAI, 4(1), 1–7. https://doi.org/10.37817/ikra-ithabdimas.v4i1
Kusuma, M., Narulitasari, D., & Nurohman, Y. A. (2022). Inklusi Keuangan Dan Literasi Keuangan Terhadap Kinerja Dan Keberlanjutan Umkm Disolo Raya. Among Makarti, 14(2), 62–76. https://doi.org/10.52353/ama.v14i2.210
Lutfi, A. A. R. F. K. S. L. M. A. M. (2025). Prosiding Seminar Nasional Manajemen. Prosiding Seminar Nasional Manajemen, 1(2), 58–70. 38+Amelia+Intan+Prasasti+Hal+723-726
Maduekwe, C. C., & Kamala, P. (2016). Performance measurement by small and medium enterprises in Cape Metropolis, South Africa. Problems and Perspectives in Management, 14(2). https://doi.org/10.21511/ppm.14(2).2016.05
Maihani, S., & Nur, T. M. (2024). Pengembangan UMKM Di Era Masyarakat Digitalisasi. Jurnal Nasional Komputansi Dan Teknologi Informasi, 7(2), 103–108. https://ojs.serambimekkah.ac.id/jnkti/article/view/7518/pdf
Miswanto, M., Tarigan, S. T., Wardhani, S., Khuan, H., Rahmadyanti, E., Jumintono, J., Ranatarisza, M. M., &
Machmud, M. (2024). Investigating the influence of financial literacy and supply chain management on the financial performance and sustainability of SMEs. Uncertain Supply Chain Management, 12(1), 407–416. https://doi.org/10.5267/j.uscm.2023.9.011
Patria, N. (2024). Government Targets 30 Million MSMEs to Adopt Digital Technology in 2024. Gizmologi.Id. https://gizmologi.com/News/tech/government-30-million-UMKM-adopt-digital-technology
Permatasari, I. R., Rachmi, A., Sinartya, J. O., & Permanasari, K. I. (2023). Pengaruh Penerapan Digital Marketing Transformation Terhadap Peningkatan Volume Penjualan Umkm Kuliner Kota Malang. Jurnal Administrasi Dan Bisnis, 17, 12–20.
Ramdansyah, A. D., & Ganika, G. (2024). Pengaruh Digitalisasi terhadap Kinerja UMKM (Studi pada KUKM di Provinsi Banten). Jurnal Riset Bisnis Dan Manajemen Tirtayasa, 8(2), 115. https://doi.org/10.35448/jrbmt.v8i2.28797
Rezkia, D. (2024). Analisis Penggunaan E-Commerce Bagi UMKM di Era Digital Dicha Putri Rezkia bidang , salah satunya bidang ekonomi . Munculnya perdagangan elektronik atau bisa disebut di kalangan UMKM . Daftar E-commerce yang paling sering digunakan oleh UMKM di Indonesia. Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan Dan Bisnis, 1(1), 151–163.
https://journals.indexcopernicus.com/search/article?articleId=4076423
Rofiq, A. N., Ariyani, D., & Muna, I. (2024). Impact of digital marketing , fintech , and Islamic branding on MSME performance with innovation moderation. 6(2), 89–103.
Santoso, G., Rizal, M., Wiyana, H., Nabila Subagja, S., Muhammadiyah Jakarta, U., & Teknologi Muhammadiyah Jakarta, U. (2025). JUBISDIGI: Jurnal Bisnis Digital. JUBISDIGI: Jurnal Bisnis Digital, 1(01), 21–30. https://ejournal.utmj.ac.id/jubisdigi/about
Sari, K. (2022). Mulai Melek Digital, 836 Ribu UMKM di Sumut Sudah Transaksi Pakai QRIS. Detiksumut.https://www.detik.com/sumut/bisnis/d-6206304/mulai-melek-digital-836-ribu-umkm-di-sumut-sudah-transaksi-pakai-qris?
Shao, W. (2025). The Role of Digital Transformation in Enhancing Organizational Agility and Competitive Advantages: A Strategic Perspective. Advances in Economics, Management and Political Sciences, 154(1), 115–120.
rhttps://doi.org/10.54254/2754-1169/2024.19552
Sitorus, S. A., Simanjuntak, S. I. R., Sipayung, L. D., & Simarmata, C. A. (2024). Digital Transformation of Small Businesses in Medan City. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2121–2130. https://doi.org/10.37641/jimkes.v12i6.2863
Widyastuti, L. Y., Maulana, H., Erik, E., Izzah, K. A., & Azzahra, Y. C. (2023). Perluasan potensi pasar produk lokal dengan e-commerce pada pelaku usaha mikro, kecil, dan menengah (UMKM). Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M), 4(2), 376–389. https://doi.org/10.33474/jp2m.v4i2.20279
Yani, T. K. (2025). Era Digital: Transformasi Teknologi dalam Kehidupan. Mediaindonesia. https://mediaindonesia.com/teknologi/766874/era-digital-transformasi-teknologi-dalam-kehidupan?utm_source=chatgpt.com
Yunita, N., Sulistiowati, & Shalahuddin, A. (2025). Faktor-Faktor Literasi Dan Kompetensi Dalam MeningkatkanKinerja UMKM: Sebuah Kajian Literatur. 8, 312–326. https://jurnal.untan.ac.id/index.php/MBIC/index
Zaenabiyah, M. Y. (2024). Pengaruh Loan Process Dan Loan Application Flexibility Terhadap Keputusan Penggunaan Layanan Paylater (Studi Pada Pengguna Gopaylater Di Indonesia). 37–64.
Published
2025-11-19
How to Cite
Silaban, P., Silaban, F., & Sitompul, S. (2025). THE IMPACT OF DIGITALIZATION ON THE SALES PERFORMANCE OF MSMES IN MEDAN CITY. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 2137-2147. https://doi.org/10.35508/jom.v18i3.25947
Section
Articles
