The Role of Social Media and Digital Content in Increasing Sales of Culinary MSMEs in Lubuklinggau

This study aims to determine and analyze the role of social media and digital content in increasing sales of culinary Micro, Small, and Medium Enterprises (MSMEs) in Lubuklinggau City, both partially and simultaneously. This study used a quantitative approach with an associative research design. Primary data were collected through questionnaires from 77 culinary MSME respondents selected using purposive sampling. The data were analyzed using multiple linear regression with SPSS version 25. The results showed that Social Media (X1) had a positive and significant effect on Sales Increase (Y), with a t-value of 11.029. Digital Content (X2) also had a positive and significant effect on Sales Increase (Y), with a t-value of 12.078. Simultaneously, Social Media and Digital Content significantly affected Sales Increase, with an F-value of 143.128. The R Square value of 0.795 indicates that the two independent variables jointly explain 79.5% of the variation in sales increase, while 20.5% is explained by other factors outside the study. These findings indicate that more optimal social media utilization and better digital content quality can strengthen the opportunity for culinary MSMEs to increase sales.