Pengaruh Orientasi Kewirausahaan dan Social Media Marketing Terhadap Keberhasilan Usaha pada Coffee Shop di Kecamatan Medan Selayang

Abstract

The development of the coffee shop business in the city of Medan is dominated by young people who are considered to be the millennial generation. The facilities provided by the cafe in the form of free WiFi and a unique interior are liked by visitors among millennials. The consumer style behavior of the current generation of children (millennials and z) in this digital era has a positive impact on employment opportunities. The aim of this research is to determine the influence of entrepreneurial orientation variables and social media, both partially and simultaneously, on business success. The sample used in this research was 38 coffee shop owner. Data collection was carried out by distributing questionnaires to respondents. The analytical method used is Multiple Linear Regression analysis, hypothesis testing using the F test and T test. The research results show that the test results for the entrepreneurial orientation variable show that the hypothesis value H1 is accepted and H0 is rejected, meaning that entrepreneurial orientation has a partially positive and significant effect on business success. at the Coffee Shop in Medan Selayang District. The test results for the social media marketing variable show that the hypothesis H2 is accepted and H0 is rejected, meaning that social media marketing has a partially positive and significant effect on business success at the Coffee Shop in Medan Selayang District. The test results for the simultaneous test show that hypothesis H3 is accepted and H0 is rejected, so it can be concluded that entrepreneurial orientation and social media marketing simultaneously have a positive and significant effect on business success at the Coffee Shop in Medan Selayang District.