Lira Putri Salsabila, Austin Alexander Parhusip

ANALISIS DAMPAK LITERASI KEUANGAN, INKLUSI KEUANGAN DAN STRATEGI PEMASARAN TERHADAP KINERJA UMKM DI KOTA MEDAN

Introduction

Analisis dampak literasi keuangan, inklusi keuangan dan strategi pemasaran terhadap kinerja umkm di kota medan . Analisis dampak literasi keuangan, inklusi keuangan, dan strategi pemasaran terhadap kinerja UMKM di Kota Medan. Temukan strategi pengembangan UMKM yang efektif.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh literasi keuangan, inklusi keuangan, dan strategi pemasaran terhadap kinerja Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Medan. UMKM memiliki peran strategis dalam perekonomian nasional, namun masih menghadapi kendala berupa rendahnya literasi keuangan, keterbatasan akses terhadap layanan keuangan, serta penerapan strategi pemasaran yang belum optimal. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 100 pelaku UMKM sektor kuliner di Kota Medan yang dipilih melalui teknik purposive sampling. Pengumpulan data dilakukan menggunakan kuesioner dengan skala Likert dan dianalisis melalui regresi linier berganda, uji t, uji F, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa literasi keuangan, inklusi keuangan, dan strategi pemasaran berpengaruh positif dan signifikan terhadap kinerja UMKM baik secara parsial maupun simultan. Temuan ini mengindikasikan bahwa peningkatan pemahaman literasi keuangan, perluasan akses layanan keuangan formal, serta penerapan strategi pemasaran yang tepat dapat memperkuat daya saing dan keberlanjutan UMKM di Kota Medan. Penelitian ini diharapkan dapat menjadi acuan bagi UMKM, pemerintah, dan lembaga keuangan dalam merumuskan strategi pengembangan UMKM yang lebih efektif.

Review

This study, titled 'ANALISIS DAMPAK LITERASI KEUANGAN, INKLUSI KEUANGAN DAN STRATEGI PEMASARAN TERHADAP KINERJA UMKM DI KOTA MEDAN,' addresses a highly relevant and critical area concerning the development and sustainability of Micro, Small, and Medium Enterprises (MSMEs). The abstract clearly outlines the strategic importance of MSMEs in the national economy while highlighting persistent challenges related to financial literacy, access to financial services, and suboptimal marketing strategies. The research’s objective to quantitatively analyze the influence of these factors on MSME performance in Medan is well-articulated and aims to fill an important knowledge gap, particularly in a regional context where such insights are invaluable for targeted intervention. Methodologically, the paper employs a quantitative survey approach, utilizing a sample of 100 culinary MSME actors in Kota Medan selected via purposive sampling. The use of questionnaires with a Likert scale for data collection and subsequent analysis through multiple linear regression, t-tests, F-tests, and coefficient of determination appears appropriate for examining the stated hypotheses. The findings are robust, indicating a positive and significant impact of financial literacy, financial inclusion, and marketing strategies on MSME performance, both individually and collectively. This suggests that concerted efforts in enhancing financial understanding, broadening access to formal financial services, and optimizing marketing approaches are crucial for improving the competitiveness and long-term viability of MSMEs, aligning with current policy discourses. The study’s strengths lie in its clear problem statement, relevant selection of variables, and the direct applicability of its findings. By demonstrating the significant interplay of these factors, the research offers valuable empirical evidence that can serve as a strong reference for various stakeholders. While the focus on a specific sector (culinary) and a particular city (Medan) provides depth, future research could explore the generalizability of these findings across different MSME sectors or other geographical regions. Overall, this paper makes a commendable contribution to the literature on MSME development, providing actionable insights for policymakers, financial institutions, and MSME actors themselves to formulate more effective development strategies and foster a more robust entrepreneurial ecosystem.

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