STUDI KOMPARATIF TINGKAT PENDAPATAN PENJUALAN ONLINE DAN OFFLINE PRODUK FASHION PADA UMKM DI KOTA SUMBAWA BESAR

Abstract

This study aims to determine whether there is a difference in revenue between online and offline sales of fashion products at Rizka Alfazzashop Fashion Store in Sumbawa Besar. This study adopts a comparative research design. The quantitative data consist of offline and online sales records from Rizka Alfazzashop Sumbawa Besar for the period from January to December 2025. The data were collected using the documentation method and analyzed using a paired-samples comparison of means, including paired-samples statistics, paired-samples correlation, and a paired-samples t-test. The results reveal a significant difference in revenue between online and offline sales of fashion products at Rizka Alfazzashop Fashion Store in Sumbawa Besar. This finding is supported by a calculated t-statistic of 36.809, which is greater than the critical t-value of 2.228 (36.809>2.228), and a significance value of 0.000, which is lower than 0.05 (0.000 < 0.05). Online sales of fashion products at Rizka Alfazzashop Fashion Store in Sumbawa Besar are higher than offline sales. Therefore, online selling can be considered to have a substantial impact on the revenue generated from fashion products at the store. Through online sales methods, business owners can expand their market reach, creating greater opportunities to increase sales volume and revenue.