Analisis Determinan yang Memengaruhi Pendapatan Pedagang di Pasar Seni Sukawati, Kabupaten Gianyar

Abstract

Merchants' income is one of the crucial indicators in measuring economic success in traditional and art shopping centers. The purpose of this study is to analyze the simultaneous and partial effects of e-payment utilization, product assortment, location, and operational hours on merchants' income at Sukawati Art Market, Gianyar Regency. This research was conducted at Sukawati Art Market with a total population of 1,069 merchants and employed a sample of 92 respondents determined using the Slovin formula. Data collection was conducted using a survey approach through observation, structured interviews utilizing questionnaires, and in-depth interviews. The collected data were then analyzed using Descriptive Statistical Analysis and Multiple Linear Regression Analysis (Semilog Model) along with the fulfillment of Classical Assumption Tests. The research results indicate that simultaneously (F-test), e-payment utilization, product assortment, location, and operational hours collectively exert a significant effect on merchants' income. Partially (t-test), the e-payment utilization variable shows a positive and significant effect, demonstrating that merchants adopting digital payment systems tend to earn approximately 4.9 percent higher income. The product assortment variable also has a positive and significant effect, where each additional type of goods increases income by 3.8 percent. The operational hour’s variable shows the most dominant positive and significant impact, with every one-hour extension of operational time increasing income by 7.1 percent. Conversely, the location variable shows a negative impact of 0.2 percent but is statistically insignificant toward the merchants' income.