Analysis of Entrepreneurial Knowledge and Social Media Use on the Success of Culinary MSMEs in West Medan District

Abstract

This study aims to determine effect of entrepreneurial knowledge and the use of social media on the success of culinary MSME businesses in Medan Barat District. The method used is quantitative descriptive wwith primary data (questionnaires) and secondary (literature). The population of the study was all culinary micro-entrepreneurs who use social media. Because the population size is not known for certain, the sample was determined using the Hair formula, which is 12 indicators × 10, so that 120 respondents were obtained. Data analysis was carried out using multiple linear regression. The results of the study showed that both entrepreneurial knowledge and the use of social media partially had a significant effect on business success. Simultaneously, both also showed a significant effect. The regression equation obtained is: Business Success = 11.617 + 0.305 Entrepreneurial knowledge + 0.560 Use of Social-Media + e. The coefficient of determination (R²) of 0.776 indicates that 77.6% of the variation in business success can be explained by these two variables, while the remaining 22.4% is influenced by other factors outside the model. This study emphasizes the importance of entrpreneurial knowledge and social media in driving the success of culinary MSMEs.