Pengaruh Integrasi Praktik Manajemen dan Pemanfaatan Teknologi Informasi terhadap Kinerja Seller Marketplace di Indonesia

Abstract

This study aims to analyze the effect of management practices and the utilization of information technology on seller performance in marketplaces. A quantitative approach was employed using a cross-sectional survey of 44 active SME sellers in Indonesian marketplaces, with data analyzed through multiple linear regression. The results indicate that management practices have a positive and significant effect on seller performance; similarly, the utilization of information technology contributes positively. Simultaneous analysis shows that the combination of both variables exerts a stronger influence on seller performance compared to their partial effects. The research instrument was developed using a five-point Likert scale and tested for validity and reliability to ensure measurement accuracy, while data analysis was conducted systematically using statistical software. These findings highlight that integrating operational management practices with the effective use of digital systems plays a crucial role in enhancing seller competitiveness and supporting sustainable digital business performance in marketplace environments