THE EFFECT OF BUSINESS CAPITAL, QRIS USAGE, AND PROMOTION ON MICRO BUSINESS REVENUE IN THE FASHION SECTOR IN CIREBON CITY

UIN Siber Syekh Nurjati Cirebon

Abstract

This study aims to analyze the effect of business capital, QRIS usage, and promotion on the income of micro businesses in the fashion sector in Cirebon City. Micro businesses play a strategic role in the local economy, but still face various challenges, such as limited capital, low adoption of digital payment technology, and suboptimal promotion strategies. The research method used in this study is a quantitative approach with a descriptive method. The research sample consisted of 57 micro-businesses in the fashion sector in Cirebon City, using probability sampling with a simple random sampling method. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS version 25 software. Based on the analysis results, business capital, QRIS usage, and promotion simultaneously had a significant effect on the income of micro businesses in the fashion sector in Cirebon City of 0.006. Partially, only QRIS usage had a significant effect of 0.039, while business capital and promotion were not significant.