Abstract:

Food and drink are basic human needs, fulfillment can be obtained from various ways of selling, using booth containers as a practical place for consumers to enjoy, now many can be found easily in Mamuju. The need for soft drinks is generally teenagers or young people in the city of Mamuju, West Sulawesi. Based on the data, the authors found that the consumers of these soft drinks were influenced by several factors such as wanting to earn income, location strategy, and variations in the taste of soft drinks sold by traders selling container booths in the city of Mamuju. These soft drinks are generally served in the form of caps or plastic glass containers using pipette straws. The ingredients for making this soft drink are not difficult because they are readily available in markets in this area. Some of these soft drink business owners have direct sales to consumers and some have employees. This study aims to analyze and find out how this business can grow and develop quite a lot in this area. As for the analytical method, the author uses multiple regression analysis to determine the factors that influence the growth of the soft drink business in the city of Mamuju, so that MSME grow well and provide income and profits for soft drink entrepreneurs and are able to open jobs and provide salaries to employees.