Pengaruh Human Capital, Adversity Quotient dan Social Media Marketing Terhadap Keberhasilan Usaha Pada Coffee Shop di Medan Selayang

Abstract

The purpose of this study is to determine the influence of Human Capital, Adversity Quotient, and Social Media Marketing on the success of coffee shop businesses in Medan Selayang. This research is associative in nature with a quantitative approach. The study was conducted in the District of Medan Sunggal in May 2024. The population of this study consisted of 35 coffee shop owners in the District of Medan Selayang, and the sample included 35 coffee shop owners, selected using nonprobability sampling with a saturation sampling technique. The analytical method used was Multiple Linear Regression, with hypothesis testing using the F-test and t-test. The results of the study indicate that human capital, adversity quotient, and social media marketing collectively have a significant influence on business success.