1 ABSTRACT As a result of the Covid-19 pandemic, everyone is required to follow the New Nor- mal rules, new habits, new routines, keep a distance, don't crowd, and of course the effect of the Covid-19 pandemic has a big impact on entrepreneurs, the lack of buyers coming to shops or trade stalls causes a decline in turnover In the New Normal Era, entrepreneurs are required to think intelligently and innovatively so that their business can continue to run and not lose money, one of the solutions for this New Normal Era is to use the Marketplace Platform as a means of selling online such as Shope, Tokopedia, Bukalapak, etc. The study was conducted only on female entrepreneurs in the city of Lamongan because many women during the pandemic started doing online business to help the family economy due to the covid 19 pandemic, this study aims to find which Marketplace Platform is the most effective in increasing sales in the New Normal era for women in the city lamongan. The research method was carried out by distributing questionnaires and determining the number of respondents using the snowball sampling method with a total of 100 respondents. The results show that the independent variables X1, X2, X3, X4 and X5 are effective as Marketplace Platforms in increasing sales in the New Normal Era. Meanwhile, based on statistic calculation variables X2 (Shope) and X3 (Tokopedia) have an effect to the Y1 variable (Sales Level Effec- tiveness). Keywords: Entrepreneurial Women, Market Place, New Normal and Sales Level Received: 17 February 2021 ; Accepted: 30 September 2021 ; Publish: December 2021 How to Cite: Sayekti, L.I., Taufik, M. (2021). Marketplace's Role Effectiveness In Women In Lamongan City As A Means Of Increasing Sales In The New Normal Era. Journal of Business and Behavioural Entrepreneurship, 5(2), 1-12. https://doi.org/10.21009/ JOBBE.005.2.01 MARKETPLACE'S ROLE EFFECTIVENESS IN WOMEN IN LAMONGAN CITY AS A MEANS OF INCREASING SALES IN THE NEW NORMAL ERA Levia Inggrit Sayekti Universitas Islam Lamongan Email: leviainggrit@unisla.ac.id Muhamad Taufik Universitas Islam Lamongan Email: taufik@unisla.ac.id https://doi.org/10.21009/JOBBE.004.2.01 https://doi.org/10.21009/JOBBE.004.2.01 2 INTRODUCTION The development of women entrepreneurs in developing countries such as Indo- nesia has the potential to be the main motor driving the process of empowering women and social transformation (Tambunan, 2012). During the COVID-19 pandemic, there are currently many entrepreneurs who have been affected, namely experiencing a de- crease in income, even not a few of their businesses have gone out of business or bank- ruptcy caused by several factors ranging from lack of capital, lack of experience and innovation in marketing, lack of use of the media social media as a means of media sales so that it becomes the cause of failure or bankruptcy in running a business. In the New Normal Era, many women are used to running a business using the Marketplace and supported by the use of Social Media, Marketplace is a place for the sellers to sell a variety of products and greatly assist the consumer in the purchase transaction online. Marketplace can be used as an alternative solution for purchases online that are safe for consumers because Marketplace is an intermediary that brings together sellers and buyers in the account Web . As develops the Industrial Revolution 5.0 develops ,shopping online has become a habit for many people, especially women, especially in the midst of a pandemic like this time. Indonesia is the E-Commerce largest market in Southeast Asia, there are 90% of active internet users in Indonesia doing shopping transactions online (Wearesocial and Hootsuite, 2020). In 2019, the value of market capitalization E- Commerce in Indonesia reached USD 21 billion or around IDR 294 trillion, the indus- try E-Commerce in Indonesia is predicted to reach a value of USD 40 billion by 2022 (McKinsey, 2019). Responding to the challenges of the Industry Revolution 5.0, where everything can be accessed through the grip of a hand by utilizing the sophistication of a Smartphone, of course, is an opportunity for women entrepreneurs and most women entrepreneurs in Lamongan City have taken advantage of the Platform. Marketplace and social media as a means of selling media with the hope that the business develop- ment is being carried out and when viewed from the Platform Marketplaces have the 5 marketplaces largest in Indonesia based on the number of monthly visitors in the sec- ond quarter of 2020, namely Shopee 93.4 million, Tokopedia 86.1 million, Bukalapak 35.2 million, Lazada 22 million and Blibli 18.3 million (Jayani, 2020). The research was conducted on women entrepreneurs in Lamongan city who use the Platform Marketplace as an effort to increase sales in the New Normal Era, this research conducted by distributing questionnaires that have Marketplace independent variables while the dependent variable is the Effectiveness of Sales Level in the New Normal Era. This study aims to determine the platform marketplace Which Is the most effec- tive in increasing sales so that female entrepreneurs in Lamongan City can choose and maximize their business opportunities through the Platform Marketplace that can be accessed anytime anywhere by using a Smartphone. LITERATURE REVIEW Entrepreneurship Entrepreneurship is someone who sees opportunities and then creates an organi- zation to take advantage of these opportunities. According to the Big Indonesian Dictionary (KBBI), an entrepreneur (entrepreneur) is a person who is clever or talented in recognizing new products, deter- Sayekti, L.I., Taufik, M. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 1-12. Marketplace's Role Effectiveness In Women In Lamongan City As A Means Of Increasing Sales In The New Normal Era https://doi.org/10.21009/JOBBE.005.2.01 https://doi.org/10.21009/JOBBE.004.2.01 3 mining new production methods, arranging operations for procurement of new prod- ucts, marketing them, and regulating operating capital. Women Entrepreneurs Entrepreneurs are a group of women who start, organize and operate business businesses. women who enter the business field have various reasons why they are in- terested in pursuing the business field online. Women entrepreneurs are women who participate in entrepreneurial activities in total, are able to face risks, and are able to identify opportunities in their environment to process resources properly so that they can create competitiveness (Marthalina, 2018). The Role Of The Marketplace Marketing through the Marketplace is an effort to increase the competitiveness of the buying and selling market by using the Marketplace, namely there are several advantages as follows (Rahadi and Triyadi, 2019): 1. Social media provides a window for marketers that is not only useful for marketing products and services, but also for listening to consumer com- plaints and suggestions; 2. Social media is very easy for marketers to identify consumers based on groups who can influence their views on a brand; and 3. Social media is run free of charge. Online Communication Techniques In The Purchase Process The communication process in purchasing has several stages, namely the search for products or services, awareness of needs, evaluation and search for other alterna- tives, purchase and post-purchase (Sudjatmika, 2017). Incommunication online can be implemented within companies to market their goods and services or provide facilities to customers such as those described in the following table: RESEARCH METHODS Table 1. Communication Techniques Online in Pur chasing Pr ocess Communi- cation En- gineering Online Awareness Search Alternative Evaluation Purchase Post Pur- chase Descrip- tion Targeting advertis- ing, con- ducting events promo- tional Search en- gines,cat alogs online,vi sitors website, emails targeted Search en- gines,cata logs online,vis itors web- site, prod- uct re- views,eva luations user promo- tions Online, raffles, discounts, emails targeted Newspa- pers , email custom- er, online update Source: (Sudjatmika, 2017) Sayekti, L.I., Taufik, M. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 1-12. Marketplace's Role Effectiveness In Women In Lamongan City As A Means Of Increasing Sales In The New Normal Era https://doi.org/10.21009/JOBBE.005.2.01 https://doi.org/10.21009/JOBBE.004.2.01 4 Research was conducted by distributing questionnaires to female entrepreneur respondents in Lamongan Kota using the Marketplace Platform through a quantitative approach using the theory of the relationship between dependent variables and inde- pendent variables, so that data in the form of questionnaire results were obtained and then analyzed based on procedures statistical (Hendryadi, 2017). Operational Definitions The research indicators are divided into 5 (five) independent variables and 1 (one) dependent variable (Y), namely as follows: Table 2. Classification of Var iable Variable Indicators X1 Lazada X1.1 Convenience of using the marketplace platform X1.2 Ease of selecting goods / products sold X1.3 Information on promotional media for goods / products sold X1.4 Payment methods X1.5 Chat with sellers X2 Shope X2.1 Convenience of using the marketplace platform X2.2 Ease of selecting goods / products sold X2.3 Information on promotional media for goods / products sold X2.4 Payment methods X2.5 Chatting with sellers X3 Tokopedia X3.1 Convenience of using the marketplace platform X3.2 Ease of selection goods / products sold X3.3 Information on promotional media of goods / products sold X3.4 Payment methods X3.5 Chat with sellers Sayekti, L.I., Taufik, M. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 1-12. Marketplace's Role Effectiveness In Women In Lamongan City As A Means Of Increasing Sales In The New Normal Era https://doi.org/10.21009/JOBBE.005.2.01 https://doi.org/10.21009/JOBBE.004.2.01 5 Data Collection And Resources Techniques The research data collection was carried out using a questionnaire distributed to respondents, the number of respondents was collected using the method Snowball Sampling Sampling where the technique was based on interviews or correspondence. This method asks for information from the first sample to get the next sample, so con- tinuously until all the research sample needs can be met (Naderifar, Goli and Ghaljaie, 2017) and in this study the number of respondents used is 100 respondents in order to get effective results. in data retrieval. Data Analysis Method Likert scale is used in measuring questionnaires where respondents will answer and choose to agree or disagree with the questions asked by researchers with an inter- val scale of 1-5 (Junaidi, 2015), how is the Effectiveness Marketplace for women en- trepreneurs in increasing sales in the New Era Normal, with the following scale indica- tors: a. Very insignificant to get a value of 1 b. Has no effect gets a score of 2 c. Somewhat influential gets a score of 3 d. Influential, Has a value of 4 e. Very influential got a score of 5 X4 Bukalapak X4.1 Convenience of using the marketplace platform X4.2 Ease of selection of goods / products sold X4.3 Information on promotional media for goods / products sold X4.4 Payment methods X4.5 Chat with sellers X5 BliBli X5.1 Convenience of using the marketplace platform X5.2 Ease of use selection of goods / products sold X5.3 Information on promotional media of goods / products sold X5.4 Payment methods X5.5 Chats with sellers Y Effectiveness of Sales Y1 Effectiveness of sales promotions in the New Normal Era Y2 Effectiveness of buyers' interest in the marketplace plat- form Y3 Effectiveness of trust buyers to the marketplace Source: pr ocessed var iable classification Sayekti, L.I., Taufik, M. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 1-12. Marketplace's Role Effectiveness In Women In Lamongan City As A Means Of Increasing Sales In The New Normal Era https://doi.org/10.21009/JOBBE.005.2.01 https://doi.org/10.21009/JOBBE.004.2.01 6 RESULTS AND DISCUSSIONS The results of respondents' perception of the independent variables are presented in the following table: Table 3. Summar y of Results Respondents Per ception Item Sales Factor in Social Me- dia Effect Level Statement Number 1 2 3 4 5 Very insig- nifica nt Has no effect Some what influ- ential In- fluen tial Very in- fluen tial X1.1 Convenience of use platform marketplace 0 0 10 64 26 100 X1.2 Ease of selection of goods / products sold 0 3 17 47 33 100 X1.3 Information on promotional media for goods / products sold 0 0 12 55 33 100 X1.4 Payment methods 0 0 9 60 31 100 X1.5 Chat with sellers 0 3 10 52 35 100 X2.1 Convenience of using the marketplace platform 0 0 17 66 17 100 X2.2 Ease of selecting goods / products sold 0 1 18 60 21 100 X2.3 Information on goods / pro- motional media products sold 0 0 5 43 52 100 X2.4 Payment methods 0 0 11 49 40 100 X2.5 Chat with sellers 0 0 10 68 22 100 X3.1 Convenience of using the marketplace platform 0 0 14 64 22 100 X3.2 Ease of selection goods / products sold 0 0 12 54 34 10 0 X3.3 Information on promotional media for goods / products sold 0 0 9 45 46 100 X3.4 Payment methods 0 0 14 45 41 100 X3.5 Chat with sellers 0 0 3 29 68 100 Sayekti, L.I., Taufik, M. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 1-12. Marketplace's Role Effectiveness In Women In Lamongan City As A Means Of Increasing Sales In The New Normal Era https://doi.org/10.21009/JOBBE.005.2.01 https://doi.org/10.21009/JOBBE.004.2.01 7 The validity and reliability test is used to reference the measuring instru- ment of the research by distributing questionnaires from each research variable. The r- calculated correlation number that will be compared with the r-table correlation num- ber will obtain the validity of each variable (Yusup et al., 2018), for reliability meas- urements using results from Cronbach alpha> 0.60 , for more details, it is presented in the following table which is produced through the SPSS 25 program: X4.1 Convenience of using the market- place platform 0 0 7 47 46 100 X4.2 Ease of selection of goods / prod- ucts sold 0 3 8 61 28 100 X4.3 Information on promotional me- dia of goods / products being sold 0 0 17 62 21 100 X4.4 Payment methods 0 0 12 52 36 100 X4. 5 Chat with sellers 0 0 3 46 51 100 X5.1 Convenience of using the market- place platform 0 0 9 42 49 100 X5.2 Ease of selection of goods / prod- ucts sold 0 0 6 32 62 100 X5.3 Information on promotional me- dia for goods / products being sold 0 0 16 63 21 100 X5.4 Payment methods 0 0 9 43 48 100 X5.5 Chat with sellers 0 0 6 33 61 100 Y1 effectiveness of sales promotions in the New Normal Era 0 1 25 51 23 100 Y2 effectiveness of buyers' interest in the marketplace platform 0 0 14 60 26 100 Y3 effectiveness of buyers' trust in the marketplace 0 2 31 45 22 100 Source: Data Pr ocessed by Resear cher s, 2020 Sayekti, L.I., Taufik, M. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 1-12. Marketplace's Role Effectiveness In Women In Lamongan City As A Means Of Increasing Sales In The New Normal Era https://doi.org/10.21009/JOBBE.005.2.01 https://doi.org/10.21009/JOBBE.004.2.01 8 Table 4.Validity and Reliability Test of Resear ch Instr uments Variable Items Validity Reliability Alpha r-count r-table X1 X1.1 0.617 0.195 0.680 X1.2 0.799 X1.3 0.549 X1.4 0675 x1.5 0620 X2 X2.1 0794 0195 0817 X2.2 0753 X2.3 0741 X2.4 0744 X2.5 0778 X3 X3.1 0824 0195 0901 X3.2 0851 X3.3 0909 X3.4 0895 X3.5 0.747 X4 X4.1 0.361 0.195 0.620 X4.2 0.569 X4.3 0.718 X4.4 0.783 X4.5 0.732 X5 X5.1 0.910 0.195 0.921 X5.2 0.863 X5.3 0.779 X5.4 0.917 X5.5 0.886 Sayekti, L.I., Taufik, M. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 1-12. Marketplace's Role Effectiveness In Women In Lamongan City As A Means Of Increasing Sales In The New Normal Era https://doi.org/10.21009/JOBBE.005.2.01 https://doi.org/10.21009/JOBBE.004.2.01 9 Based on table 4 0.195 r-table and all indicators were considered valid questions in the test validity because it has a greater value than r-table . as well as the results of the reliability test which has value Cronbach alpha or Alpha Reliability greater than 0.600 according to the standard and it can be said that all question items on each varia- ble indicator are declared reliable (Budiastuti and Bandur, 2018). Furthermore, testing using the SPSS 25 tool is continued to test the value of re- gression analysis which can be seen in the following table: Based on Table 5 Determination of Research Variables, obtained from the calcu- lation of SPSS software, the multilevel correlation (R) between variables X1, X2, X3, X4 and X5 on variable Y1 is 0.613 or 61.3% and it can be said that the use of the Mar- ketplace Platform Effective. used in increasing sales in this New Normal Era . While the R square coefficient (R2) on the dependent variable (Y1) shows a val- ue of 0.376 or 37.6% which is influenced by the independent (X1, X2, X3, X4 and X5). Y1 Y1.1 0786 0195 0733 Y1.2 0824 Y1.3 0822 Source: Pr ocessed Data Resear cher SPSS 25, 2020 Table 5. Deter mination of Resear ch Var iables Model R R Square Adjusted R Square Std. Error of the Es- timate 1 0.613a 0.376 0.343 1.394 a. Predictors: (Constant), X5, X1, X2, X4, X3 b. Dependent Variable: Y1 Source: Data Pr ocessed by Resear cher s at SPSS 25, 2020 Table 6. ANOVA a Model Sum of Squares df Mean Square F Sig. 1 Regression 110,118 5 22,024 11,335 0,000b Residual 182,632 94 1,943 Total 292,750 99 a. Dependent Variable: Y1 b. Predictors: (Constant), X5, X1, X2, X4, X3 Source: Data Pr ocessed by Resear cher s SPSS 25, 2020 Sayekti, L.I., Taufik, M. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 1-12. Marketplace's Role Effectiveness In Women In Lamongan City As A Means Of Increasing Sales In The New Normal Era https://doi.org/10.21009/JOBBE.005.2.01 https://doi.org/10.21009/JOBBE.004.2.01 10 Based on Table 6, ANOVAa obtained a significance value of 0.000 while an alpha value of 0.05, thus the comparison of the significance value