PENGARUH KOMPETENSI KEWIRAUSAHAAN, SOCIAL MEDIA MARKETING, DAN LOKASI USAHA TERHADAP KEBERHASILAN USAHA FOODS AND BEVERAGES DI KELAPA GADING

Kunawan, Bryan Nathanael (2024) PENGARUH KOMPETENSI KEWIRAUSAHAAN, SOCIAL MEDIA MARKETING, DAN LOKASI USAHA TERHADAP KEBERHASILAN USAHA FOODS AND BEVERAGES DI KELAPA GADING. Skripsi thesis, Universitas Tarumanagara.

Text Bryan Nathanael Kunawan 115180358 JA.pdf Download (1MB)

Abstract

(A) Bryan Nathanael Kunawan (115180387)
(B) THE INFLUENCE OF ENTREPRENEURIAL COMPETENCE, SOCIAL
MEDIA MARKETING, AND BUSINESS LOCATION ON THE SUCCESS OF
FOOD AND BEVERAGES BUSINESSES IN KELAPA GADING
(C) 113 pages, 20 tables, 6 images
(D) Entrepreneurship
(E) Abstract: This study aims to examine the influence of factors such as
Entrepreneurial Competence, Social Media Marketing, and Business Location on
the success of foods and beverages businesses in Kelapa Gading. The study employs
a quantitative approach, collecting data from 226 respondents who are business
owners in the foods and beverages sector in Kelapa Gading. A purposive sampling
method was used, as the sample respondents were selected based on specific
criteria. The results indicate that Entrepreneurial Competence has a negative effect
on business success, Social Media Marketing also has a negative effect on business
success, and Business Location has a positive effect on business success. These
findings suggest that entrepreneurs in the foods and beverages sector in Kelapa
Gading have yet to fully maximize their entrepreneurial skills to innovate their
offerings to the public, have not deeply explored digital marketing via social media,
which is not fully optimized in this aspect, but the business location is quite strategic
for gaining visibility and accessibility among consumers.
(F) References (46)
(G) Louis Utama, S.E., M.M.

(A) Bryan Nathanael Kunawan (115180387)
(B) PENGARUH KOMPETENSI KEWIRAUSAHAAN, SOCIAL MEDIA
MARKETING, DAN LOKASI USAHA TERHADAP
KEBERHASILAN USAHA FOODS AND BEVERAGES DI KELAPA
GADING
(C) 113 halaman, 20 tabel, 6 gambar
(D) Kewirausahaan
(E) Abstrak: Penelitian ini bertujuan untuk menguji pengaruh dari faktor-faktor
seperti Kompetensi Kewirausahaan, Social Media Marketing, dan Lokasi Usaha
terhadap Keberhasilan Usaha Foods and Beverages di Kelapa Gading. Penelitian
ini menggunakan pendekatan kuantitatif dengan mengumpulkan data dari
responden sebanyak 226 responden pada pemilik usaha yang bergerak di bidang
foods and beverages di Kelapa Gading. Penelitian ini menggunakan metode
purposive sampling karena sampel responden yang diambil berdasarkan kriteriakriteria
tertentu.
Hasil
penelitian
menunjukkan
bahwa
Kompetensi
Kewirausahaan

berpengaruh

negatif terhadap Keberhasilan Usaha, Social Media Marketing
berpengaruh negative terhadap Keberhasilan Usaha, dan Lokasi Usaha berpengaruh
positif terhadap Keberhasilan Usaha. Hasil penelitian tersebut menunjukkan bahwa
para wirausahawan yang bergerak di bidang usaha foods and beverages di Kelapa
Gading masih belum memaksimalkan kemampuan dalam keahlian berwirausaha
untuk melakukan inovasi penawaran yang ditawarkan ke masyarakat, belum
mendalami pemasaran digital via media sosial sehingga kurang dimaksimalkan
dalam aspek ini, tetapi lokasi usaha cukup strategis untuk mendapatkan visibilitas
dan aksesibilitas dari kalangan konsumen.
(F) References (46)
(G) Louis Utama, S.E., M.M.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	10 Jun 2025 02:39
Last Modified:	10 Jun 2025 02:39
URI:	http://untar.idwordpres.com/id/eprint/47005

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