PEMUDA DAN BISNIS BERKELANJUTAN PADA UMKM DI JAWA BARAT: INTEGRASI NILAI AGAMA, BUDAYA, DAN PRAKTIK EKONOMI SIRKULAR
Keywords:
pemuda, UMKM, orientasi keberlanjutan, ekonomi sirkular, inovasi hijau, nilai agama, nilai budayaAbstract
Pemuda memiliki peran strategis dalam mendorong pembangunan ekonomi berkelanjutan, khususnya melalui Usaha Mikro, Kecil, dan Menengah (UMKM). Penelitian ini bertujuan untuk menganalisis pengaruh orientasi keberlanjutan terhadap praktik ekonomi sirkular, kemampuan inovasi hijau, dan kinerja UMKM pemuda di Jawa Barat dengan mempertimbangkan nilai agama dan budaya sebagai variabel moderasi. Pendekatan kuantitatif digunakan dengan metode explanatory survey, melibatkan 400 responden pemuda pelaku UMKM, serta dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa orientasi keberlanjutan berpengaruh signifikan terhadap praktik ekonomi sirkular; praktik ekonomi sirkular meningkatkan kemampuan inovasi hijau; dan kemampuan inovasi hijau memperkuat kinerja UMKM berkelanjutan. Selain itu, nilai agama terbukti memoderasi hubungan antara orientasi keberlanjutan dan praktik ekonomi sirkular, sementara nilai budaya memperkuat hubungan antara inovasi hijau dan kinerja UMKM. Temuan ini menegaskan bahwa integrasi orientasi keberlanjutan dengan nilai agama dan budaya lokal mampu memperkuat peran pemuda sebagai agen perubahan dalam mewujudkan UMKM berkelanjutan.
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