Analisis Pengelolaan Keuangan sebagai Strategi Menjamin Kelangsungan Usaha Mikro, Kecil, dan Menengah (UMKM) Sektor Pariwisata di Geosite Sipinsur

Abstract

This study aims to analyze the financial management practices of tourism MSMEs in the Sipinsur Geosite, identify specific challenges, and examine the extent to which financial management serves as an effective strategy to ensure business continuity amidst the seasonal tourism cycle. The study used a Mixed-Methods approach (quantitative and qualitative). Quantitative data from 50 MSMEs were analyzed using linear regression, while qualitative data were collected through in-depth interviews with key informants to explore managerial strategies. Quantitative results show that Financial Management (FRM) has a positive and significant effect ($\beta = 0.493; p=0.000$) on Business Continuity (BC), with an average FRM score of 3.82. Qualitatively, the core strategy of the surviving MSMEs is Seasonal Cash Management, where they set aside at least 20% of peak season revenue as a cash buffer during the low season. Product innovation and facility investments are funded from retained earnings. The biggest challenge is inconsistent Financial Separation due to personal liquidity constraints. Financial management is not merely administrative, but rather a crucial risk management strategy that determines the sustainability of MSMEs in the Sipinsur Geosite. Improving business continuity depends heavily on disciplined financial separation and the MSMEs' adaptive ability to manage seasonal cash flows.