Digitization of Msme Food Souvenir Promotion in Medan City

Abstract

This study aims to analyze the influence of Instagram on digitalization, the influence of Instagram on digitalization mediated by Promotion, the influence of shopeefodd on digitalization, the influence of shopeefood on digitalization in Promotion Mediation, the influence of Promotion on the Digitalization of Food Sourvenir MSMEs in Medan City. The method used in this study is quantitative. The population and sample in the study were 100 respondents (MSME Food Souvenir Business actors in Medan City). The data was analyzed using the SEM (structural Equation Modelling) method using the SMART-PLS tool. Based on the results of the study: there is a positive and significant influence of Instagram on the digitization of MSME Food Souvenirs in the city of Medan, there is a positive and significant influence of Instagram on digitalization in the MSME Food Souvenir Promotion Campaign in Medan City, there is a positive and significant influence of shopeefood on digitalization in the mediation of MSME Food promotion in the city of Medan,  there is a positive and significant influence of promotion on the digitization of MSME Food Souvenirs in Medan City.