BERTAHAN DI TENGAH KETIDAKPASTIAN: PERAN DUKUNGAN SOSIAL DAN KONSEP DIRI TERHADAP KEPUASAN HIDUP PENGUSAHA UMKM

Life satisfaction among owners of micro, small, and medium enterprises (MSMEs) is not always easily achieved amid operational pressures such as new tax regulations, rising operational costs, and unstable cash flow currently faced by Indonesian MSME actors. This study aimed to empirically examine the relationship between social support and self-concept and life satisfaction among MSME owners. The subjects were 50 MSME owners selected through purposive sampling. A quantitative approach was used with three instruments: a life satisfaction scale, a social support scale, and a self-concept scale, analyzed using multiple regression with the help of SPSS version 26.0 for Windows. The regression results showed a highly significant relationship between social support and self-concept combined with life satisfaction among MSME owners, with a correlation coefficient of Rx12y = 0.824 and a significance value of p = 0.000 (p < 0.01), contributing an effective 67.9%. The minor hypothesis tests showed a very significant positive relationship between social support and life satisfaction (rx1y = 0.823; p = 0.000) and showed a significant positive relationship between self-concept and life satisfaction (rx2y = 0.312; p = 0.014). These findings support the framework of Self-Determination Theory, which asserts that the fulfillment of social connection and a positive self-appraisal play an important role in achieving psychological well-being, including the life satisfaction of MSME owners amid business uncertainty.