IMPROVING THE SUSTAINABILITY OF CULINARY BUSINESS THROUGH DIGITAL LITERACY AND ENTREPRENEURIAL ATTITUDES IN THE CREATIVE ECONOMY ERA IN MEDAN CITY

This study aims to observe and examine how the level of digital literacy and entrepreneurial attitudes influence business continuity in small and medium enterprises in the culinary sector in Medan City, especially amidst the development of the creative economy. The research uses a quantitative approach with an associative method. The population of this study includes small and medium enterprises (SMEs) in the culinary sector located in four sub-districts in Medan City, with a sample size of 78 respondents. Data were collected by distributing questionnaires using a Likert scale, then analyzed using multiple linear regression methods, classical assumption tests, coefficient of determination, and hypothesis testing with the help of IBM SPSS software version 26. The study shows that digital literacy has a positive and significant impact on business sustainability. The calculated t-value obtained is 4.906 and the significance level is 0.000. Entrepreneurial attitude has a positive and significant impact on business sustainability, with a calculated t value of 3.917 and a significance level of 0.000. Simultaneously, digital literacy and entrepreneurial attitudes have a significant influence on business sustainability, as indicated by the calculated F value of 236.566 and a significance level of 0.000. The R Square value of 0.863 means that 86.30 % of changes in business sustainability can be explained by two independent variables, while 13.70% is influenced by other factors not included in the model. Digital literacy has a greater influence than entrepreneurial attitudes, based on the Standardized Beta value which reaches 0.527 compared to 0.421.