Pengaruh Kreativitas, Motivasi dan Media Sosial terhadap Keberhasilan Usaha UMKM Food & Beverages Jakarta Barat
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Abstract
MSMEs currently play a crucial role in boosting a country's economy as they have created employment opportunities, increased income, and contributed to national economic development. In Indonesia, as of 2022, there were 60 million MSMEs, accounting for 60.51% of the Gross Domestic Product (GDP). The use of digital technology, such as social media, can assist entrepreneurs in reaching a wider audience and building brand image more quickly and effectively than traditional marketing methods. The internet and social media play a significant role in social and economic life, supporting the emergence of creativity and innovation. Many MSMEs still rely on traditional marketing methods, hindering significant growth. With intense competition, entrepreneurs are challenged to innovate and find creative ideas to remain competitive and achieve success. Therefore, motivation from business owners is essential to take these steps. This research aims to analyze the influence of Creativity, Motivation, and social media on the success of Food & Beverages MSMEs in West Jakarta. The sample selection technique used in this study is nonprobability sampling with purposive sampling method. The sample consists of 53 respondents who are entrepreneurs in Food & Beverages MSMEs in West Jakarta. Data analysis was conducted using the Structural Equation Model (SEM) method with SmartPLS 4.0 application. This research reveal a non-significant negative influence of social media on business success, a positive and significant impact of creativity on business success, and a positive but non-significant impact of motivation on business success.
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