STRATEGI KEBERLANJUTAN UMKM DI ERA DIGITAL: INTEGRASI LITERASI KEUANGAN, KEUANGAN DIGITAL, ORIENTASI PEMASARAN, DAN DUKUNGAN PEMERINTAH DI KABUPATEN BERAU
Keywords:
Literasi Keuangan, Keuangan Digital, Orientasi Pemasaran, Dukungan Pemerintah, Keberlanjutan, Financial Literacy, Digital Finance, Marketing Orientation, Government Support, SustainabilityAbstract
Pesatnya pertumbuhan Usaha Mikro, Kecil, dan Menengah (UMKM) berdampak pada semakin ketatnya persaingan usaha, sehingga para pelaku usaha dituntut untuk mampu berpikir ke depan dalam mengembangkan bisnisnya dengan mengikuti perkembangan teknologi. Penelitian ini bertujuan untuk menganalisis pengaruh literasi keuangan, keuangan digital, dan orientasi pemasaran terhadap keberlanjutan keuangan UMKM di Kabupaten Berau, dengan menambahkan dukungan pemerintah sebagai variabel moderasi yang diharapkan dapat memperkuat pengaruh literasi keuangan, penggunaan keuangan digital, dan orientasi pemasaran terhadap keberlanjutan keuangan UMKM. Pengambilan sampel dilakukan dengan metode purposive sampling terhadap 162 pelaku UMKM di Kabupaten Berau.
Proses pengumpulan data menggunakan kuesioner yang didistribusikan secara langsung kepada responden. Teknik analisis data yang digunakan adalah regresi moderasi. Hasil penelitian menunjukkan bahwa literasi keuangan dan orientasi pemasaran berpengaruh positif terhadap keberlanjutan keuangan UMKM di Kabupaten Berau, sedangkan keuangan digital tidak berpengaruh signifikan terhadap keberlanjutan keuangan. Sementara itu, hasil uji moderasi menunjukkan bahwa dukungan pemerintah belum mampu memoderasi hubungan antara literasi keuangan, keuangan digital, dan orientasi pemasaran terhadap keberlanjutan keuangan UMKM. Kontribusi penelitian ini menegaskan bahwa pemerintah daerah Kabupaten Berau perlu berperan lebih aktif dalam mengimplementasikan kebijakan dan program keuangan digital yang mudah digunakan serta memberikan manfaat nyata bagi pelaku UMKM, sehingga ke depan dapat mendorong adopsi teknologi keuangan yang berdampak positif terhadap keberlanjutan keuangan UMKM.
The rapid growth of Micro, Small, and Medium Enterprises (MSMEs) has intensified business competition, requiring entrepreneurs to think proactively in developing their businesses by keeping pace with technological advancements. This study aims to analyze the effects of financial literacy, digital finance, and marketing orientation on the financial sustainability of MSMEs in Berau Regency, by incorporating government support as a moderating variable expected to strengthen the influence of financial literacy, the use of digital finance, and marketing orientation on MSMEs’ financial sustainability. The sample was selected using a purposive sampling method involving 162 MSME actors in Berau Regency. Data were collected through questionnaires distributed directly to the respondents. The data analysis technique employed was moderated regression analysis.
The results indicate that financial literacy and marketing orientation have a positive effect on the financial sustainability of MSMEs in Berau Regency, while digital finance does not have a significant effect on financial sustainability. Furthermore, the moderation test results show that government support has not been able to moderate the relationships between financial literacy, digital finance, and marketing orientation and the financial sustainability of MSMEs. The contribution of this study emphasizes that the local government of Berau Regency needs to play a more active role in implementing digital finance policies and programs that are easy to use and provide tangible benefits for MSME actors, so as to encourage the adoption of financial technology that has a positive impact on the financial sustainability of MSMEs in the future.
References
Barney, J. B. (1986). Organizational Culture: Can It Be a Source of Sustained Competitive Advantage? In Source: The Academy of Management Review (Vol. 11, Issue 3). 7
Cuevas-Vargas, H., Del Rocío Esparza-Durón, M., & González-Acolt, R. (2022). Sustainable marketing orientation and sustainability performance of Mexican small firms. The moderating role of firm age. Procedia Computer Science, 214(C), 376–383.
Fitria, I., Soejono, F., & Tyra, M. J. (2021). Literasi keuangan, sikap keuangan dan perilaku keuangan dan kinerja UMKM. Journal of Business and Banking, 11, 1–15. https://doi.org/10.14414/jbb.v11i1.2496
Gao, X., & Ren, Y. (2023). The impact of digital finance on SMEs financialization: Evidence from thirty million Chinese enterprise registrations. Heliyon, 9(8). https://doi.org/10.1016/j.heliyon.2023.e18664
Hossain, M. M., Ibrahim, Y., & Uddin, M. M. (2020a). Finance, financial literacy and small firm financial growth in Bangladesh: the effectiveness of government support. Journal of Small Business and Entrepreneurship, 1–26. https://doi.org/10.1080/08276331.2020.1793097
Hossain, M. M., Ibrahim, Y., & Uddin, M. M. (2020b). Finance, financial literacy and small firm financial growth in Bangladesh: the effectiveness of government support. Journal of Small Business and Entrepreneurship, 1–26. https://doi.org/10.1080/08276331.2020.1793097
Hou, S., Zhang, Y., & Song, L. (2023). Digital finance and regional economic resilience: Evidence from 283 cities in China. Heliyon, 9(10). https://doi.org/10.1016/j.heliyon.2023.e21086
Hudson, M., Smart, A., & Bourne, M. (2001). Theory and practice in SME performance measurement systems. International Journal of Operations and Production Management, 21(8), 1096–1115. https://doi.org/10.1108/EUM0000000005587
Lusardi, A. (2012). Numeracy, financial literacy, and financial decision-making. http://www.nber.org/papers/w17821
Mas-Verdú, F., Ribeiro-Soriano, D., & Roig-Tierno, N. (2015). Firm survival: The role of incubators and business characteristics. Journal of Business Research, 68(4), 793–796. https://doi.org/10.1016/j.jbusres.2014.11.030
Peake, S., & McDowall, A. (2012). Chaotic careers: A narrative analysis of career transition themes and outcomes using chaos theory as a guiding metaphor. British Journal of Guidance and Counselling, 40(4), 395–410. https://doi.org/10.1080/03069885.2012.704350
Rehman Khan, S. A., Yu, Z., Sarwat, S., Godil, D. I., Amin, S., & Shujaat, S. (2022). The role of block chain technology in circular economy practices to improve organisational performance. International Journal of Logistics Research and Applications, 25(4–5), 605–622. https://doi.org/10.1080/13675567.2021.1872512
Siddik, A. B., Rahman, M. N., & Yong, L. (2023). Do fintech adoption and financial literacy improve corporate sustainability performance? The mediating role of access to finance. Journal of Cleaner Production, 421. https://doi.org/10.1016/j.jclepro.2023.137658
Timothy, L., Pickens, M., & Porteous, D. (2008). Regulating Transformational Branchless Banking: Mobile Phones and Other Technology to Increase Access to Finance.
Tjiptono, & Fandy. (2008). Strategi Pemasaran, Edisi 3. Andi.
Wahyono, & Hutahayan, B. (2021). The relationships between market orientation, learning orientation, financial literacy, on the knowledge competence, innovation, and performance of small and medium textile industries in Java and Bali. Asia Pacific Management Review, 26(1), 39–46.
