The Effect Of Entrepreneurial Competency And Social Media Marketing On Competitive Advantage In The Coffe Shop In Bandung City

Abstract

The coffee shop business is a business that has good prospects in the future. Now business people only need to innovate a unique coffee shop concept to attract consumers to compete in this business. This business growth competition is also supported by a variety of coffee shop offerings that are increasingly diverse. In wading through existing competition, a coffee shop must have advantages that are different from other coffee shops. In this study, the number of samples was 100 respondents, and the research design used was descriptive and verification, while the research method used multiple regression. The results showed that entrepreneurial competence influenced competitive advantage by 31.3% and social media marketing had an effect of 42.2%, while the rest was influenced by other variables not examined.