The Impact of Products, Promotion, and Business Location on Increasing UMKM Revenue from an Islamic Business Perspective (A Case Study of UMKM in Lhokseumawe City)
Keywords:
Product, Promotion, Business Location, Income Improvement, Islamic BusinessAbstract
Purpose: This study aims to analyze the influence of product, promotion, and business location on the income growth of Micro, Small, and Medium Enterprises (UMKM) from the perspective of Islamic business in Lhokseumawe City. The study examines both the partial and simultaneous effects of these variables on UMKM income growth. Methods: This study employed a quantitative approach with a descriptive research design. The sample consisted of 97 UMKM owners selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the aid of SPSS software. Findings: The results indicate that promotion and business location have a positive and significant effect on UMKM income improvement, while the product variable has no significant effect. Simultaneously, all three variables significantly influence UMKM income improvement. Implications: The findings suggest that UMKM owners should optimize promotional strategies and select strategic business locations while implementing Islamic business principles to improve their income. Originality: This study integrates product, promotion, and business location variables with the Islamic business perspective in explaining UMKM income improvement.
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