Analysis Of The Packaging House Program In Batu Bara Regency: Enhancing The Competitiveness Of Msme Products For Regional Economic Development In Batu Bara Regency

Arif Hanafiah, Satia Negara Lubis, Charloq M P

Abstract


This study aims to analyze the influence of several factors on the competitiveness of Micro, Small, and Medium Enterprises (UMKM) products in Rumah Kemasan, Batu Bara Regency, and its impact on the regional economy. Employing the method of multiple linear regression analysis, this research explores the relationships between independent variables such as packaging, branding, product legality, marketing strategy, and market digitalization with the dependent variables of product competitiveness and regional economy. The research findings reveal that all independent variables exert a significant influence on the competitiveness of UMKM products. Specifically, packaging exhibits a stronger impact compared to other variables. Furthermore, all independent variables also significantly affect the regional economy, with product legality and branding standing out as primary factors. Based on these findings, the study recommends UMKM stakeholders enhance online promotion, maintain product quality, develop packaging design, and uphold consumer trust. These efforts are anticipated to enhance product competitiveness and contribute to the regional economic growth.


Keywords


Competitiveness, Regional Economy, Packaging, Branding, Digitalization, Batubara

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DOI: http://dx.doi.org/10.52155/ijpsat.v42.1.5812

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