| dc.description.abstract | This study aims to analyze the influence of transportation infrastructure development, government policy, and the adaptive capacity of MSMEs (Micro, Small, and Medium Enterprises) on their sustainability strategies in Perbaungan District, Serdang Bedagai Regency. A quantitative approach was applied using Structural Equation Modeling (SEM) and SWOT analysis, based on questionnaire data from local MSME actors. Four hypotheses were tested to measure the direct impact of infrastructure, policy, and adaptation on MSME sustainability. The SEM results show that MSME adaptation has the most significant influence on sustainability strategy (coefficient 0.784), followed by government policy (0.330), while transportation infrastructure has a weak and insignificant influence (0.136). The SWOT analysis places MSMEs in Quadrant II (Diversification Strategy), with key strengths in product innovation, digital adoption, and price flexibility. Weaknesses include reduced customer traffic and logistical limitations after the construction of toll roads. External opportunities stem from supportive policies and new markets in toll road rest areas, while threats include reduced accessibility and limited involvement in spatial planning. The study recommends diversification strategies through digital transformation, integration of MSMEs into rest area ecosystems, and participatory, spatially-based policy reinforcement. Theoretical implications support dynamic capabilities theory and place-based development approaches, contributing to evidence-based policymaking for regional MSME sustainability amid major infrastructure transitions. | en_US |
