Model Strategis Peningkatan UMKM untuk Meningkatkan Kontribusi terhadap PDRB dan Pembangunan Wilayah Kecamatan Kisaran Barat Kabupaten Asahan

Abstract

This research develops a strategic model to strengthen MSMEs’ contributions to GRDP and territorial development in Kisaran Barat, centered on the local potential of Sepatu Bunut (heritage footwear). A mixed-methods design was used: a survey of 120 MSME owners, in-depth interviews, and integration of SWOT–IFAS/EFAS with the Analytic Hierarchy Process (AHP) to rank priorities. Instrument quality is strong (KMO=0.912; Cronbach’s Alpha=0.948). The findings indicate that existing MSME conditions, product competitiveness, and strategic factors (finance access, digital literacy, marketing, and institutional support) positively and significantly affect MSME contributions. These contributions are reflected not only in economic outcomes (value added) but also in local employment absorption, increased formalization of businesses, and a more even spatial distribution of economic activities. SWOT analysis positions MSMEs in Kisaran Barat in an aggressive (Quadrant I) posture, while AHP ranks five core strategies: revitalization, development of cross-sector MSME clusters, integration with tourism and the creative economy; “MSMEs Go Digital” program and thematic financing schemes through KUR and local institutions. The study delivers action lines, a RACI governance matrix, and measurable KPIs (awareness, GMV, cost efficiency, NPL) with a roadmap targeting MSME-driven GRDP uplift: +12% (year 1), +18% (year 2), and +25% (year 4). The principal contribution is an operational model grounded in local potential that connects prioritized strategies with execution and monitoring mechanisms, enabling replication in regions with similar characteristics