PERSEPSI PELAKU UMKM TERHADAP LEGALITAS PRODUK DI DESA DAYUREJO KECAMATAN PRIGEN KABUPATEN PASURUAN

Abstract

Product legality is an important aspect in the development of Micro, Small, and Medium Enterprises (MSMEs) to increase competitiveness and consumer trust. However, there are still many MSME actors who do not have legality due to obstacles, such as lack of information, high costs, and complicated procedures. This study aims to analyze the perceptions of MSME actors towards product legality in Dayurejo Village, Prigen District, Pasuruan Regency. The research method used is a quantitative approach with a survey technique using a questionnaire to 70 MSME respondents selected through purposive sampling. Data were analyzed using logistic regression to identify factors that influence MSME perceptions of product legality. The results of the study showed that factors of legality information, socialization, legality costs, simplification of procedures, government subsidies, and consumer trust have a significant influence. This finding emphasizes the importance of the government's role in providing education, subsidies, and ease of procedures to encourage MSME compliance with product legality.

 Keywords: product legality; UMKM; perception; Dayurejo; Pasuruan