THE OPTIMALISASI STRATEGI GREEN PRODUCT, GREEN MARKETING DAN KARAKTERISTIK WIRAUSAHA

TERHADAP PROGRESIF UMKM DI KABUPATEN LAMPUNG BARAT

Abstrak

ABSTRAK

Tujuan dari penelitian ini untuk mengoptimalkan dan memaksimalkan sumber daya alam yang ada di Kabupaten Lampung Barat. Metode yang di gunakan dalam penelitian ini kuantitatif.

Berdasarkan hasil uji simultan (uji F) yang telah dilakukan menunjukkan bahwa variabel green product (X₁), green marketing (X₂), dan karakteristik wirausaha (X₃) berpengaruh secara secara bersama-sama yang signifikan terhadap indeks progresif UMKM (Y). Maka H₄ yang menyatakan green product (X₁), green marketing (X₂), karakteristik wirausaha (X₃) secara bersama-sama berpengaruh terhadap progresif UMKM (Y) di Kabupaten Lampung Barat diterima.

Kontribusi UMKM terhadap PDB juga mencapai 60,5%, dan terhadap penyerapan tenaga kerja adalah 96,9% dari total penyerapan tenaga kerja nasional. Kebijakan strategis yang diterapkan Pemerintah di antaranya yaitu Program Pemulihan Ekonomi Nasional (PEN), implementasi UU Cipta Kerja dan aturan turunannya, maupun program Bangga Buatan Indonesia (BBI). Perekonomian kita supaya maju. Jadi kita bertopang sangat besar kepada UMKM kita. Selama pandemi, kita melihat banyak UMKM terpuruk, tapi begitu kita melihat saat ini sebanyak 84,8% UMKM yang tadinya terpuruk sudah kembali beroperasi normal. Pemerintah berupaya untuk mengembangkan dan meningkatkan Usaha Mikro Kecil dan Menengah (UMKM) karena menurut data Kementerian Koperasi dan UKM Republik Indonesia tahun 2020 jumlah UMKM di Indonesia adalah 64,19 juta.

Kata Kunci: Green product, green marketing, karakteristik wirausaha, UMKM.

ABSTRACT

The aim of this research is to optimize and maximize the natural resources in West Lampung Regency. The method used in this research is quantitative.

Based on the results of the simultaneous test (F test) that has been carried out, it shows that the variables Green Product (X1), Green Marketing (X2), and Entrepreneurial Characteristics (X3) have a significant joint effect on the MSME progressive index (Y). So H4 which states that Green Product (X1), Green Marketing (X2), Entrepreneurial Characteristics (X3) together influence the Progressive MSMEs (Y) in West Lampung Regency is accepted.

The contribution of MSMEs to GDP also reached 60.5%, and to labor absorption it was 96.9% of the total national labor absorption. The strategic policies implemented by the Government include the National Economic Recovery Program (PEN), implementation of the Job Creation Law and its derivative regulations, as well as the Proudly Made in Indonesia (BBI) program. Our economy will progress. So we rely very heavily on our MSMEs. During the pandemic, we saw many MSMEs slump, but as soon as we see that currently as many as 84.8% of MSMEs that were in a slump have returned to normal operations. The government is trying to develop and improve Micro, Small and Medium Enterprises (MSMEs) because according to data from the Ministry of Cooperatives and SMEs of the Republic of Indonesia for 2020 the number of MSMEs in Indonesia is 64.19 million.

    Keywords:Green product, green marketing, characteristics of entrepreneurship, MSMEs.