PENGARUH KETERLIBATAN KARYAWAN, KEBERLANGSUNGAN FINANCIAL, BIAYA OPERASIONAL, DAN DIGITAL BRANDING TERHADAP KINERJA UMKM DI DESA NGRINGO KABUPATEN KARANGANYAR

Abstract

This study aims to analyze the impact of Employee Engagement, Financial Sustainability, Operational Costs, and Digital Branding on the performance of Micro, Small, and Medium Enterprises (MSMEs) in Ngringo Village, Karanganyar Regency. A quantitative method was applied, employing descriptive analysis, classical assumption testing, and hypothesis testing. The independent variables include Employee Engagement, Financial Sustainability, Operational Costs, and Digital Branding, while the dependent variable is MSME Performance. The sample was determined using a random sampling technique, involving 100 MSMEs as respondents. Data were processed through multiple linear regression with the assistance of SPSS version 25.0 for Windows. The results reveal that both individually and simultaneously, Employee Engagement, Financial Sustainability, Operational Costs, and Digital Branding have a positive and significant effect on MSME performance