ANALISIS STRATEGI BISNIS DALAM MENINGKATKAN DAYA SAING USAHA MIKRO, KECIL, DAN MENENGAH (UMKM) DI ERA DIGITAL

Abstract

This study aims to analyze the influence of business strategies consisting of cost leadership, differentiation, and focus strategy on enhancing the competitiveness of Micro, Small, and Medium Enterprises (UMKM) in the digital era, with a case study of (UMKM) in Pringsewu Regency. The research method used is quantitative, employing a survey approach involving 397 UMKM respondents. Data were collected through questionnaires and analyzed using SPSS, through validity tests, reliability tests, descriptive analysis, classical assumption tests, and multiple linear regression analysis. The results show that all statement items are valid (r > 0.3 sig. < 0.05) and reliable (Cronbach’s Alpha value > 0.7). Descriptive analysis indicates that the average scores fall within the good to very good category. The classical assumption tests confirm that the data are normally distributed (Sig. = 0.082), free from multicollinearity (Tolerance > 0.7 VIF < 1.5), and no heteroscedasticity occurs (Sig. > 0.05). The multiple linear regression results indicate that the three business strategies simultaneously have a significant effect on UMKM competitiveness (F calculated > F table, Sig. < 0.05). Partially, the differentiation strategy contributes most dominantly to improving competitiveness. These findings affirm that the proper implementation of business strategies in the digital era can enhance the competitive advantage of UMKM. Therefore, UMKM actors need to strengthen innovation, cost efficiency, and market focus in facing digitalization challenges.