ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh variabel modal, lama usaha, pendidikan, jumlah reseller dan media promosi terhadap pendapatan usaha jual-beli online di kabupaten Klaten. Diduga variabel modal, lama usaha, pendidikan, jumlah reseller dan media promosi berpengaruh signifikan terhadap pendapatan usaha jual-beli online di kabupaten Klaten.
Data yang digunakan dalam penelitian ini adalah data primer dengan teknik pengumpulan data dengan cara wawancara dan kuesioner. Sampel yang digunakan sebanyak 75 pelaku usaha dengan teknik Snowball sampling dan diolah dengan mengunakan program software eviews 8.0. Penelitian ini dalam uji pemilihan model mengunakan mwd test sehingga didapatkan model log-linier dengan alat analisis regresi linier berganda.
Hasil dari penelitian ini menunjukan bahwa variabel modal, jumlah reseller dan media promosi berpengaruh positif dan signifikan terhadap pendapatan usaha jual-beli online di kabupaten Klaten, sedangkan variabel lama usaha dan pendidikan tidak mempunyai pengaruh signifikan terhadap pendapatan usaha jual-beli online di kabupaten Klaten.
Berdasarkan hasil penelitian yang telah dilakukan, disarankan agar pelaku usaha bisa menambah modal usahanya untuk meningkatkan pendapatan, selain itu untuk menambah pendapatan pelaku usaha jual-beli online sebaiknya menambah atau mengunakan media promosi sebanyak-banyaknya agar produk yang dijual semakin banyak dikenal oleh masyarakat serta dapat menambah reseller yang ada.
Kata kunci: jual-beli online, pendapatan, lama usaha, pendidikan, jumlah reseller, media promosi, regresi linier berganda.  

ABSTRACT
This study aims to determine the effect of variable capital, the old business, education, number of resellers and the media campaign against business income online buying and selling in the district of Klaten. Allegedly variable capital, the old business, education, number of resellers and media promotions significant effect on operating revenues of buying and selling online in Klaten district.
The data used in this study are primary data with data collection by interview and questionnaire. The samples are 75 businesses with snowball sampling technique and processed using the software program eviews 8.0. The study is in the selection of test models of using MWD test to obtain a log-linear models with multiple linear regression analysis.
Results from this study showed that the variable capital, the number of resellers and media promotion of positive and significant impact on operating revenues of buying and selling online in the district klaten, while the old variable business and education has no significant effect on operating revenues of buying and selling online in the district klaten.
Based on the research that has been done, it is suggested that businesses could increase the capital of its effort to increase revenue, in addition to increase revenue businesses buying and selling online should add or use a media campaign as much as possible so that the product being sold more widely known by the public and can add to existing resellers.
Keywords: buying and selling online, income, length of business, education, number of resellers, media campaigns, multiple linear regression.