An Analysis of the Expediency Social Media for Culinary Products Marketing on Micro and Middle Enterprise in Pekanbaru City

Abstract

Today, there are many culinary business can be found Pekanbaru city. To increase the benefit, the culinary entrepreneurs are using social media such as Facebook, twitter, instagram, whatsapp and others. This research discussed about the expediency of social media analysis for culinary products marketing on micro and middle enterprise in Pekanbaru by using structural equation modeling method. The Variables were used in this research are the selection of social media, updating information, response to costumers, quality and price as variable x to culinary business marketing as variable y. Data retrieval comes from a questionnaire filled by culinary entrepreneurs who are using social media to sell their product to customer in Pekanbaru. The result of this research displayed that the value of validity to the questionnaire was minimum = 0.083 and maximum = 0.547, RMSEA = 0.08, AGFI = 0.705, CMIN / DF = 1.834, TLI = 0.813 and CFI = 0.843. From the results of these measurements can be concluded that six of seven components of the measurement value can be avowed as acceptable, so the final result in this research is all the x variables have a positive influence on y variable.