Quantitative analysis reveals business location and pricing strategies improve income for culinary MSEs, suggesting the need for effective digital marketing.
Key Points
Income of micro and small culinary enterprises is significantly influenced by business location and pricing strategies, with social media showing limited impact.
Results from a survey of 99 culinary MSE operators indicate that strategic location and competitive pricing are vital for enhancing income.
The research employed a multiple linear regression analysis to evaluate the effects of business location, pricing, and social media usage on income.
Policy support focusing on digital literacy and managerial skills is essential to strengthen MSE performance and ensure sustainable growth.