THE ROLE OF ENTREPRENEURIAL MARKETING AND CREDIT ACCESSIBILITY IN ENHANCING MSME FINANCIAL PERFORMANCE
DOI:
https://doi.org/10.24246/dekat.v3i1.15394Keywords:
Entrepreneurial marketing, Credit Accessibility, MSME Financial Performance, Pemasaran Kewirausahaan, Aksesibilitas Kredit, Kinerja Keuangan UMKMAbstract
Usaha Mikro, Kecil, dan Menengah (UMKM) memegang peranan penting dalam pembangunan ekonomi karena kontribusi ekonominya terutama berasal dari tingkat penyerapan tenaga kerja yang tinggi dan kontribusi terhadap Produk Domestik Bruto (PDB). Namun, kinerja keuangan UMKM sering kali terhambat oleh keterbatasan akses terhadap pembiayaan dan tingkat kompetensi kewirausahaan yang beragam. Dalam penelitian ini, pemasaran kewirausahaan dan dampak ketersediaan kredit terhadap kinerja keuangan UMKM dievaluasi. Pendekatan kuantitatif dengan metode survei digunakan dalam pengumpulan data. Structural Equation Modeling (SEM) berbasis SmartPLS digunakan untuk menganalisis hubungan antara pemasaran kewirausahaan, akses kredit, dan kinerja keuangan. Hasil penelitian menunjukkan bahwa pemasaran kewirausahaan berpengaruh signifikan dan positif terhadap kinerja keuangan, dan akses kredit memediasi sebagian pengaruh tersebut. Temuan ini menegaskan pentingnya skema dukungan keuangan dan sikap kewirausahaan dalam menjamin pertumbuhan UMKM. Berdasarkan hasil tersebut, studi ini memberikan rekomendasi kebijakan bagi pembuat kebijakan dan lembaga keuangan, termasuk skema kredit dan inisiatif pengembangan pemasaran kewirausahaan untuk meningkatkan keberlanjutan UMKM.
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