Pengaruh Media Sosial Instagram, Celebrity Endorsement, dan Inovasi Produk terhadap Keberhasilan Usaha Kuliner Dessert di Kota Medan

Abstract

This study aims to examine the influence of Instagram social media, celebrity endorsement, and product innovation on the success of dessert culinary businesses in Medan City. This type of research is associative with a quantitative approach. The data used in this study is primary data in the form of questionnaires with a sample of 50 dessert culinary business owners. The analysis technique used is multiple linear regression. The results of this study indicate that Instagram social media has a positive and significant effect on the success of dessert culinary businesses in Medan City partially. Celebrity endorsement has a positive and significant effect on the success of dessert culinary businesses in Medan City partially. Product innovation has a positive and significant effect on the success of dessert culinary businesses in Medan City partially. Instagram social media, celebrity endorsement, and product innovation have a positive and significant effect on the success of dessert culinary businesses in Medan City simultaneously.