Proceedings of the 1st Widyatama International Conference on Management, Social Science and Humanities (ICMSSH 2024)

Creativity on Business Success at CV. Kafa Dwikarya Travel Agency

Authors
Kamila Rasyida Azhar1, *, Keni Kaniawati1
1Widyatama University, Bandung, Indonesia
*Corresponding author. Email: Kamilarasyida21@gmail.com
Corresponding Author
Kamila Rasyida Azhar
Available Online 27 December 2024.
DOI
10.2991/978-94-6463-608-6_7How to use a DOI?
Keywords
Entrepreneurial Creativity; Use of Social Media and Business Sucess
Abstract

This study aims to analyze the influence of social media usage and entrepreneurial creativity on business success at CV. Kafa Dwikarya, a travel agency. This study uses a quantitative method with a descriptive and associative approach, where data is collected through a questionnaire distributed to 97 respondents who are customers of CV. Kafa Dwikarya. The variables studied are the use of social media (X1), entrepreneurial creativity (X2), and business success (Y). The data collected were analyzed using multiple linear regression to determine how much influence the two independent variables have on the dependent variable. The results showed that the use of social media has a very low influence on business success with a correlation coefficient of r = 0.124. On the other hand, entrepreneurial creativity has a more significant influence with a correlation coefficient of r = 0.416, which indicates a moderate positive relationship. Simultaneously, the use of social media and entrepreneurial creativity have a significant effect on business success with an Fcount value of 11.816 and a significance of 0.000. The coefficient of determination (R2) of 20.1% shows that 20.1% of business success is influenced by the use of social media and entrepreneurial creativity, while 79.9% is influenced by other variables not studied.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1st Widyatama International Conference on Management, Social Science and Humanities (ICMSSH 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
27 December 2024
ISBN
978-94-6463-608-6
ISSN
2352-5398
DOI
10.2991/978-94-6463-608-6_7How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

TY  - CONF
AU  - Kamila Rasyida Azhar
AU  - Keni Kaniawati
PY  - 2024
DA  - 2024/12/27
TI  - Creativity on Business Success at CV. Kafa Dwikarya Travel Agency
BT  - Proceedings of the 1st Widyatama International Conference on Management, Social Science and Humanities (ICMSSH 2024)
PB  - Atlantis Press
SP  - 53
EP  - 61
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-608-6_7
DO  - 10.2991/978-94-6463-608-6_7
ID  - Azhar2024
ER  -