| dc.description.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 | en_US |
