THE EFFECT OF LOCUS OF CONTROL AND CULTURAL CONTEXT ON THE FINANCIAL PERFORMANCE OF MSMES IN KARAWANG REGENCY

This study aims to determine the influence of Locus of Control and Cultural Context on the Financial Performance of MSMEs in Karawang Regency. Locus of Control reflects the belief of business actors in controlling their business results, while cultural context includes local values such as mutual cooperation and kinship. This study uses a quantitative method with SmartPLS analysis. A sample of 100 MSME actors was obtained through purposive sampling. Data were collected through questionnaires and analyzed through validity, reliability, and path coefficient tests. The results show that Locus of Control and cultural context have a positive and significant effect on financial performance. MSME actors who have strong self-control and are able to utilize local cultural values tend to have better financial performance. This study supports the Theory of Planned Behavior as a basis for understanding MSME financial behavior.