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All Journal Golden Ratio of Mapping Idea and Literature Format Kalbisocio: Jurnal Bisnis dan Komunikasi Jurnal Ilmu Sosial dan Politik (JISPOL) Al-Zayn: Jurnal Ilmu Sosial & Hukum
Sihombing, Natalia E.
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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The Influence of Social Media and Product Quality on the Marketing Performance of Culinary Micro, Small, and Medium Enterprises (MSMEs) as Food Businesses in Pangururan Sinaga, Febrianti; Siagian, Nalom; Sihombing, Natalia E.
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 2 (2026): February - April
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i2.2124

Abstract

This study aims to evaluate the influence of social media usage and product quality on the marketing performance of culinary Micro, Small, and Medium Enterprises (MSMEs) as food businesses in Pangururan. Using quantitative methods with multiple linear regression analysis on 60 sampled food businesses, the study found that both social media usage and product quality, both partially and simultaneously, have a significant positive impact on marketing performance. The regression model achieved an R2 value of 0.621, indicating these variables explain 62.1% of performance variance. Theoretically, these results highlight the critical synergy between digital interaction and physical product standards in resource constrained environments. Practically, the findings imply that culinary MSMEs must prioritize high quality visual content alongside strict hygiene and taste consistency to sustain competitiveness and drive repeat purchases in tourism hubs.
Co-Authors Bancin, Sampeida Debora Tambunan Degodona, L. Primawati Degodona, Primawati Gea, Yuni Karlina Gultom, Anathasya Brace Br Hombing, Katarina Uli P. Br. Hutasoit, Wita Gusti Purnama Jonson Rajagukguk Kepler Sinaga Lumban Gaol, Dody Harianto Manullang, Tiara Oktavia Memory Manurung, Lastaria Pandiangan, Meri Mesia Sagala, Rista Suci Kristiani Siagian, Nalom Sianturi, Charles M. Simanullang, Angel Natalia Simatupang, Junianto P. Sinaga, Febrianti Siringo-ringo, Honi Yunika Sandella Vera A.R. Pasaribu Waruwu, Priska Dini Yanti Zega, Rini Puspa