Creativity, Innovation and Promotion Variables as Determinants of Culinary Bussiness Success in OKU Regency

The objective of this research was to examine the effects of reaivity, innovation, and promotion variables as determinants of culinary business success in the ganKomering Ulu (OKU) regency. The research design was survey research with a quantitative approach. The population of this research consisted of culinary businesses in the OKU regency. The sample of this research is 97 culinary businesses domiciled in Ogan Komering Ulu regency by using a non-probability sampling method. The research instrument used a questionnaire and the analytical method used was multiple regression. The results of the partial test, it was obtained: (1) The results of the t-test obtained t-count 2.032 with a significance of 0.04 which means that creativity has a positive and significant effect on business success. (2) The results of the t-test for innovation obtained tcount 5.412 with a ignificance of 0.00 which means that innovation has a positive and ignificant effect on business success. (3) The results of the promotion t test obtained tcount 7.396 with a significance of 0.00 which means that promotion has a positive and significant effect on business success. (4) Simultaneously obtained F count of 156.227 with a significance of 0.000. This research focused on creativity, innovation and promotion as independent variables and business success as the dependent variable.

Keywords:
Creativity, Innovation, Promotion, and Business Success