Hubungan Komitmen Afektif dan Kreatifitas Pelaku Usaha Mikro Kecil dan Menengah dalam Mempertahankan Bisnis Pasca Pandemi

Abstract

The pandemic that has struck since 2019 has changed many aspects of life, including the community's economy. One of the most affected categories of society are Micro, Small and Medium Enterprises (MSMEs). It takes a lot of effort to adapt and maintain business activities during a pandemic, one of the efforts is to often innovate and be creative. Creativity can be increased if the human resources have a commitment, especially affective commitment. In this study, researchers analyzed the effect of affective commitment on the creativity of MSME actors as an effort to maintain their business activities. Using a quantitative method with questionnaires distributed to 34 SMEs in Gampong Peuniti, Banda Aceh, the researchers found that affective commitment had a positive and significant effect on creativity. However, only 15.8% of the creativity variable can be explained through affective commitment. This shows that there are still many other variables that can be used by further researchers in analyzing the factors that influence the creativity of human resources.