PENGARUH KERAGAMAN PRODUK, LINGKUNGAN KEWIRAUSAHAAN, DAN KREATIVITAS TERHADAP KINERJA USAHA PELAKU UMK DI PERUMAHAN PONDOK BENOWO INDAH SURABAYA

Abstract

This study aims to analyze the influence of product diversity, entrepreneurial environment, and creativity on the business performance of Micro and Small Enterprises (MSEs) in the Pondok Benowo Indah residential area of Surabaya. Business performance serves as a critical indicator in assessing the success of enterprises, especially for MSEs that face intense competition and limited resources. A quantitative approach was used with a survey method. The population consisted of 57 MSE actors, and the sampling technique applied was a saturated sample. Data were collected using a Likert-scale questionnaire. The data analysis included validity and reliability tests, multiple linear regression, partial (t-test), and simultaneous (F-test) using SPSS software. The findings show that product diversity, entrepreneurial environment, and creativity simultaneously have a significant effect on business performance. Partially, each independent variable also has a positive and significant impact on business performance. These results imply that enhancing product variety, fostering a supportive entrepreneurial environment, and strengthening business creativity are essential strategies for improving MSE performance.

Keywords: Product Diversity, Entrepreneurial Environment, Creativity, Business Performance, MSEs.