Transformation Matrix Modeling and Correlation Analysis to Measure the Impact of Digitalization on the Sales Performance of Culinary SMEs in Medan

Bella Amelia; Loranty Folia  Simanjuntak; Tiara Mahdalena  Pandiangan; Yose Renaldy Sinaga; Yosua Alberto  Siregar; Alberto Inzaghi Haposan Pasaribu

doi:10.61730/sjx07624

Authors

Bella Amelia Universitas Negeri Medan
Loranty Folia Simanjuntak Universitas Negeri Medan
Tiara Mahdalena Pandiangan Universitas Negeri Medan
Yose Renaldy Sinaga Universitas Negeri Medan
Yosua Alberto Siregar Universitas Negeri Medan
Alberto Inzaghi Haposan Pasaribu Universitas Negeri Medan

DOI:

https://doi.org/10.61730/sjx07624

Keywords:

Correlation analysis, Medan City, MSME digitalization, Sales performance, Transformation matrix

Abstract

Purpose: This study aims to examine the impact of digital technology adoption on the sales performance of culinary Micro, Small, and Medium Enterprises (MSMEs) in Medan City, particularly through the use of food delivery platforms such as Shopee Food, Go Food, and Grab Food. Methods: A quantitative approach was employed using transformation matrix modeling and Pearson correlation analysis. Data were collected through structured interviews with MSME operators who actively utilize digital platforms in their business operations. The variables analyzed include digital adoption, market reach, transaction efficiency, and consumer accessibility. Results: The findings reveal a statistically significant positive correlation between digital platform utilization and improved sales performance. Digital adoption enhances market reach by expanding customer access, increases transaction efficiency through streamlined ordering systems, and improves consumer accessibility. These factors collectively contribute to higher sales and business growth among culinary MSMEs in Medan. Originality: This study offers a novel approach by integrating transformation matrix modeling with correlation analysis to assess the impact of digitalization at the MSME level. It provides practical insights for MSME actors and policymakers in optimizing digital platforms to strengthen competitiveness in the digital economy era.

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