Pengaruh Literasi Keuangan dan Strategi Pemasaran dalam Meningkatkan Kinerja Keuangan UMKM
DOI:
https://doi.org/10.53697/emba.v5i2.3927Keywords:
Literasi Keuangan, Strategi Pemasaran, Kinerja Keuangan, UMKMAbstract
Penelitian ini bertujuan menganalisis pengaruh literasi keuangan dan strategi pemasaran terhadap kinerja keuangan Usaha Mikro, Kecil, dan Menengah (UMKM). Data diperoleh dari 395 pelaku UMKM melalui kuesioner tertutup dengan skala Likert. Analisis dilakukan menggunakan regresi linier berganda dengan bantuan SPSS, didahului oleh uji asumsi klasik. Hasil penelitian menunjukkan bahwa literasi keuangan berpengaruh signifikan terhadap kinerja keuangan UMKM. Sementara itu, strategi pemasaran tidak berpengaruh signifikan secara parsial. Namun, secara simultan literasi keuangan dan strategi pemasaran berpengaruh signifikan terhadap kinerja keuangan UMKM. Nilai koefisien determinasi (R²) sebesar 0,028 mengindikasikan bahwa variabel independen dalam penelitian ini menjelaskan 2,8% variasi kinerja keuangan UMKM, sedangkan sisanya dipengaruhi oleh faktor lain di luar model. Temuan ini menegaskan pentingnya peningkatan literasi keuangan sebagai fondasi pengelolaan usaha yang berkelanjutan.
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