Innovation of Instagram Use in Improving Business Performance of the Creative Industry in the Fashion Sub sector

Social Media Business performance Fashion

Authors

  • Heny Hendrayati
    henyhendrayati@upi.edu
    Manajemen, Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia, Bandung, Indonesia
  • Marchela Indah Atrisia Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Syekh-Yusuf, Tangerang, Indonesia
  • Azhyra Rana Pinasthika Manajemen, Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia, Bandung, Indonesia
  • Perengki Susanto Manajemen, Fakultas Ekonomi, Universitas Negeri Padang, Padang, Indonesia
  • Rosa Prafitri Juniari Manajemen, Fakultas Ekonomika dan Bisnis, Surabaya, Indonesia
October 6, 2022
May 25, 2023
This study aimed to find out an overview of the use of social media, especially Instagram in the Creative Fashion Industry in Bandung City and to determine the effect of innovative use of Instagram social media in improving business performance in the Creative Fashion Industry in the City of Bandung. The population was calculated based on the data on the number of clothing business actors registered in the SMEs assisted by the Department of Cooperatives and Small and Medium Enterprises (SMEs) in Bandung. Based on the results of simple correlation analysis, simple linear regression analysis, and hypothesis testing (T-test), it can be seen that the Social Media and Business Performance variables had a strong relationship and had a positive influence  between the  variables.