The Influence of Digital Marketing and Entrepreneurial Experience on the Success of Culinary Businesses in Malang City, Mediated by Business Creativity
DOI:
https://doi.org/10.54408/jabter.v5i3.576Keywords:
Digital Marketing, Entrepreneurial Experience, Business Creativity, Business Success, Culinary BusinessAbstract
This study aims to analyze the effect of digital marketing and entrepreneurial experience on the success of culinary businesses in Malang City, with business creativity as a mediating variable. The research method used is a quantitative approach with an explanatory research type. The research population is culinary business owners in Malang City, with a purposive sampling technique used for sampling. Data were collected through questionnaires and analyzed using path analysis. The results showed that digital marketing did not have a significant effect on the success of culinary businesses. Entrepreneurial experience had a positive effect on business success, but the effect was relatively small. Business creativity has a positive and significant effect on business success and is able to significantly mediate the relationship between entrepreneurial experience and culinary business success. These findings indicate that business creativity is a key factor in optimizing entrepreneurial experience to achieve sustainable culinary business success in Malang City.
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