Analisa Pembeli Kuliner Terhadap Pembaharuan Informasi Melalui Media Sosial Di Kota Pekanbaru

Abstract

Micro Small and Medium Enterprises for Culinary product can easily found in Pekanbaru. One of the business strategies to sell the culinary product was by using social media such as Facebook, twitter, instagram, WeChat, Blackberry Messenger, Whatsapp, etc. This strategy was called as online marketing. Online marketing is considered more efficient and effective, also can be done anywhere. This Research is discussed about the analysis of culinary customers on the renewal of information through social media by using SEM approach. The variables used in the research are updating of information, buyer response, quality and price, marketing of culinary business, social media selection. Using questionnaire as Data collection method and the repondents were from the owner of culinary enterpreneurs in Pekanbaru. The results showed that the response of prospective buyers, renewal of information, quality and price have a positive influence while business marketing has no positive influence.