Analisis Innovation Capability dan Social Media Marketing Terhadap Kinerja Usaha Mikro Kecil dan Menengah (UMKM) Kuliner di Kecamatan Medan Sunggal

Abstract

The aim of this research is to analyze the influence of Innovation Capability and Social Media Marketing on the performance of culinary MSMEs in Medan Sunggal District. This type of research is associative research with a quantitative approach. The research was conducted in Medan Sunggal District in January 2024. The population in this study was all 164 culinary MSME owners in Medan Sunggal District, and the sample was 62 people, the sampling technique was purposive sampling. Data analysis using multiple linear regression tests with a confidence level of 95%. The research results show that Innovation Capability has a positive and significant effect on the performance of culinary MSMEs in Medan Sunggal District (p=0.001). Social Media Marketing has a positive and significant effect on the performance of culinary MSMEs in Medan Sunggal District. The better the Social Media Marketing, the better the performance of culinary MSMEs. The Innovation Capability and Social Media Marketing variables together have a positive and significant effect on the performance of culinary MSMEs. The variable that has the most dominant influence on the performance of culinary MSMEs is the Innovation Capability variable.