Pengaruh Kepatuhan Hukum Perizinan, Promosi Media Sosial, Dan Persepsi Nilai Terhadap Keberlanjutan Umkm Di Kabupaten Labuhanbatu
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Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keberlanjutan UMKM di Kabupaten Labuhanbatu, dengan fokus pada kepatuhan hukum perizinan, promosi melalui media sosial, dan persepsi nilai konsumen. Data dikumpulkan dari 150 pelaku UMKM di daerah tersebut, dan analisis dilakukan menggunakan regresi linier untuk menguji pengaruh variabel-variabel tersebut. Hasil penelitian menunjukkan bahwa ketiga variabel memiliki pengaruh signifikan terhadap keberlanjutan UMKM, dengan promosi media sosial memiliki pengaruh paling besar. Hasil uji simultan juga menunjukkan bahwa ketiga variabel berkontribusi secara bersama-sama dalam mendukung keberlanjutan usaha UMKM. Penelitian ini menyarankan agar pelaku UMKM meningkatkan kepatuhan terhadap regulasi hukum, memanfaatkan media sosial untuk promosi, serta meningkatkan persepsi nilai produk untuk mempertahankan daya saing dan keberlanjutan usaha mereka.
Kata Kunci: Kepatuhan Hukum Perizinan, Promosi Media Sosial, Persepsi Nilai, Keberlanjutan UMKM
Abstract
This study aims to analyze the factors influencing the sustainability of SMEs in Labuhanbatu Regency, focusing on legal compliance, social media promotion, and consumer value perception. Data was collected from 150 SME owners in the region, and analysis was conducted using linear regression to examine the impact of these variables. The results show that all three variables have a significant influence on SME sustainability, with social media promotion having the most substantial impact. The simultaneous test results also indicate that these three variables collectively contribute to the sustainability of SMEs. This study suggests that SME owners should enhance legal compliance, leverage social media for promotion, and improve consumer value perception to maintain competitiveness and ensure long-term business sustainability.
Keywords: Sustainability, Legal Compliance, Social Media Promotion, Consumer Value Perception, Business Continuity, Labuhanbatu Regency.
Teks Lengkap:
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DOI: https://doi.org/10.37531/yum.v8i1.8097
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