Pengaruh Nostalgia Marketing dan Modal Sosial terhadap Resiliensi Bisnis UMKM Dodol Pasar Bengkel di Era Jalan Tol Trans Sumatera
DOI:
https://doi.org/10.55606/jupiman.v5i1.7036Keywords:
Business Resilience, Dodol MSMEs, Nostalgia Marketing, Social Capital, Trans-Sumatra Toll RoadAbstract
Following the operation of the Medan–Tebing Tinggi segment of the Trans-Sumatra Toll Road, altered traffic dynamics have created new challenges for customer footfall and dodol MSMEs in Pasar Bengkel, Serdang Bedagai. To investigate how these businesses adapt, this study investigates the partial and simultaneous impact of two key drivers: nostalgia marketing and social capital. Adopting an associative-causal quantitative strategy, a saturated sample of 39 operating dodol enterprises completed a 5-point Likert instrument. Through SPSS-based multiple regression, nostalgia marketing was shown to have a strong, positive partial relationship with organizational resilience (t=4.197>2.028). Social capital displayed an equally significant positive relationship (t=4.506>2.028). Jointly, the two predictors significantly influence business resilience (F=29.232>3.26), yielding an R^2 value of 0.619. Consequently, 61.9% of the resilience variance is explained by the model, leaving 38.1% to factors beyond the scope of this study.
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