Electronic Theses and Dissertation

Abstrak tujuan penelitian ini untuk mengetahui pengaruh inovasi kemasan produk, branding, dan pemanfaatan teknologi terhadap kinerja usaha dengan keberlanjutan usaha sebagai variabel mediasi pada umkm di banda aceh.penelitian ini menggunakan metode probability sampling dengan stratified random sampling sebagai teknik penarikan yaitu sebanyak 125 orang responden yang berdomisili di banda aceh.data yang diperoleh dianalisis dengan analisis deskriptif dan partial last sqaure (sem-pls).hasil penelitian ini menemukan bahwa : (1) inovasi kemasan produk berpengaruh positif dan signifikan terhadap kinerja usaha; (2) branding berpengaruh positif dan signifikan terhadap kinerja usaha; (3) pemanfaatan teknologi berpengaruh positif dan signifikan terhadap kinerja usaha.(4) inovasi kemasan produk berpengaruh positif dan signifikan terhadap keberlanjutan usaha; (5) branding berpengaruh positif dan signifikan terhadap keberlanjutan usaha.(6) pemanfaatan teknologi berpenngaruh positif dan signifikan terhadap keberlanjutan usaha.(7) keberlanjutan usaha berpengaruh positif dan signifikan terhadap kinerja usaha ; (8) keberlanjutan usaha memediasi secara signifikan pengaruh inovasi kemasan produk terhadap kinerja usaha; (9) keberlanjutan usaha memediasi secara signifikan pengaruh branding terhadap kinerja usaha. (10) keberlanjutan usaha memediasi secara signifikan pengaruh pemanfaatan teknologi terhadap kinerja usaha. kata kunci : inovasi kemasan produk, branding, pemanfaatan teknologi, kinerja usaha, keberlanjutan usaha

ABSTRACT The purpose of this study is to determine the effect of Product Packaging Innovation, Branding, and Technology Utilization on Business Performance with Business Sustainability as a Mediating Variable in MSMEs in Banda Aceh. This study uses a probability sampling method with stratified random sampling as the selection technique, involving 125 respondents residing in Banda Aceh. The data obtained were analyzed using descriptive analysis and Partial Least Squares (SEMPLS). The results of this study found that: (1) Product Packaging Innovation has a positive and significant effect on Business Performance; (2) Branding has a positive and significant effect on Business Performance; (3) Technology Utilization has a positive and significant effect on Business Performance; (4) Product Packaging Innovation has a positive and significant effect on Business Sustainability. (5) Branding has a positive and significant effect on business sustainability. (6) The use of technology has a positive and significant effect on business sustainability. (7) Business sustainability has a positive and significant effect on business performance. (8) Business sustainability significantly mediates the effect of product packaging innovation on business performance. (9) Business sustainability significantly mediates the effect of branding on business performance. (10) Business sustainability significantly mediates the effect of technology utilization on business performance. Keywords: Product Packaging Innovation, Branding, Utilization of Technology, Business Performance, Business Sustainability