<![CDATA[Business success is the main goal of a business or company, where all activities are oriented towards success. A business or company is considered successful when it makes a profit or profit. In addition, productivity and efficiency, business qualifications and ethics, competitiveness, and a good image are also aspects that are measured in the success of a business. One of the factors in achieving business success is promotion. In this digital era, online promotion through social media is a very important thing to do in the face of competition. Especially for MSME players in Bogor Regency, which is precisely located in Cibinong District because the number of MSMEs in the region always increases every year. This research was conducted to determine the effect of optimizing marketing through Instagram on business success in MSMEs. The sample number was 100 respondents who filled out questionnaires and 30 respondents for interviews spread across MSMEs in the culinary sector in Cibinong. The data collection method used was a questionnaire and the research data was analyzed using PLS-SEM with the help of SmartPLS. The results showed that social media marketing variables had a significant positive effect on business success with a path coefficient value of 0.892 and P Value of 0.000.]]>
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