Based on the picture above regarding data on the population of Palembang City in 2020, there are 18 sub-districts that have data on the population. It is known that from the data of each sub-district there is a total population of Palembang City which is around 1.66 million people.

The strategy carried out by MSME culinary business actors is by endorsement on social media which is usually done by an influencer and by promoting online on social media. Newspaper. id (2020) says that currently carrying out an endorsed�� strategy is the most effective thing in attracting the market, especially the younger generation who use social media a lot. Likewise, the Kominfo news discusses MSME actors who carry out online promotions with government encouragement in the MSME Go Online program. By switching marketing strategies to online, it will be a solution for Micro, Small and Medium Enterprises (MSMEs) to be able to continue to grow following today's times.

Research by (Erlangga, 2021) shows that social media marketing has a significant effect on consumer buying interest in MSME products. Likewise, research by (Galdeano, Fati, Ogalo, & Abro, 2019) states that social media has a significant influence on increasing consumer buying interest. (Naeem, 2019) and research by (Hutter, Hautz, Dennhardt, & F�ller, 2013) show that the involvement of social networks such as Facebook has a positive influence on consumers' buying interest. This is in line with research by (Eti, Horaira, & Bari, 2021) which states that marketing using social media such as Facebook and Instagram has a significant influence on consumer buying interest during the Covid-19 period. Research by (Al-Hadban & Almotairi, 2020) says that perceived usefulness, perceived ease of use, critical mass, and perceived playfulness have a significant positive influence on consumer purchase intentions at Saudi Foodservice. Research by (Hafeez, Hafsa Abdul, Amir Manzoor, 2017) also states that information search, use, and communication carried out on social media have a significant positive effect on consumer buying interest.

However, it is different from research conducted by (Aggad, Ahmad, & Kamarudin, 2021) and research by (D�LEK & AYDIN, 2020) that according to their research, marketing on social media does not directly affect the buying interest of potential consumers. (Nik Abdullah, Halim, & Singam, 2014) research states that there is a negative relationship between communication on social media and potential consumers' buying interest in food. Likewise, research by (Wong, 2018) states that information from social media networking platforms has no significant effect on consumer trust and buying interest.

The research of (Teo, Rathkopf, & Kantoff, 2019) also states that social influence does not affect consumer buying interest. The research of (Shaari, Hamidi, & Ahmad, 2021) shows that social media also cannot moderate the factors to influence consumer buying interest. (Aliyev, 2021) states that support from celebrities and influencers in carrying out promotions with approaches through telecommunication platforms and digital marketing can influence consumer buying interest. (Apejoye, 2013) states that celebrity endorsement has a significant effect on students' buying interest in food products. However, research by (Zeren & G�kdağlı, 2020) states that using influencers is more active and more effective than using celebrity endorsers on Instagram to present their product brands. Research by (Aypar & KAZANCIOĞLU, n.d.) states that the information conveyed by food influencers has a significant effect on consumers' intention to buy the food offered. Likewise, research by (Gayathri & Anwar, 2019) shows a significant positive relationship between the credibility factor, attractiveness factor, and expertise factor of influencers on consumer buying interest, it is known that business is growing rapidly so business people collaborate with influencers in influencing consumer interest. consumer buy. In line with research by (Keme� & Y�ksel, 2021) which states that influencer credibility has a significant positive effect on purchase intention. Research by (Tahirah Abdullah et al., 2020) also states that social media influencers on Instagram and Facebook with items likeability, trustworthiness, familiarity, expertise, and similarity have a positive influence on consumer buying interest.

However, the studies above are quite inline and interrelated, in contrast to the studies conducted such as the research by

which states that using influencers is not effective in posting on buying interest. In line with the research by (Folkvord & de Bruijne, 2020) that there is no influence from social influencers in promoting consumer buying interest. Likewise, research by (Aggad et al., 2021) states that the trustworthiness of influencers does not affect consumer buying interest. Research by Taillon et al (2020) said that through the moderating variable closeness only moderated item attractiveness and likeability on purchase intention, while item similarity hurt purchase intention.

Research by (Xiao, Guo, Yu, & Liu, 2019) states that to increase consumer buying interest, several promotional methods such as discounts and the application of advertising strategies can be used, it is known that online promotion has a significant positive effect on consumer buying interest. Likewise, research by (Luo et al., 2021) states that online promotions have a significant effect on consumer buying interest, but through an intermediary effect, namely the expected regret. Research by (Khaleeli, 2020) also states that social media sales promotion affects online purchase intention. Konggrapunt and Pupat's (2018) research states that generation Y with several variables such as the promotion variable has a significant positive influence on online purchase intention. Research by (Al Mahmud, 2020) and research by (Jermsittiparsert, 2019) state that promotions on Facebook with Facebook advertising attributes or Facebook page credibility items as well as through Facebook features such as "fan page" and "like" have a significantly positive effect on purchase intention.

This is different from research by (Bhatti, 2018) and research by (Razy & Lajevardi, 2015) which states that online promotions such as price discounts do not affect consumer buying interest. Research by (Rakesh & Khare, 2012) also states that discount promotions do not affect consumer buying interest in India. Likewise, research by (Aldoreno & Chairy, n.d.) states that online promotions with discounts have no significant effect on purchase intention. Research by (Nazari & Fathi, 2020) states that the impact of limited quantity and time of discount promotions has no significant effect on consumer buying interest. Research by (Santini, Sampaio, Perin, & Vieira, 2015) states that there is a negative relationship between discounts and buying interest.

Based on the results of the description of the research gap and the business phenomenon, the authors are interested in conducting research with the title "The Effect of Endorsement and Online Promotion in Social Media on Buying Interest in the Culinary Business (Study on MSMEs in Palembang City)".

Previous research supports social media influencers' support on buying, more specifically, advertising outcome intentions and sourcing in this process. the proposed framework argues that advertising has a significant impact on the sub-dimensions of attractiveness, trustworthiness and expertise; subdimensions that positively affect consumer purchase intentions.

Based on the formulation of the problem above, the purpose of this study is to test empirically by analyzing and seeing the application of the influence of endorsement strategies and online promotions on social media on buying interest in the MSME culinary business in the city of Palembang.

The results of this study are expected to provide benefits to culinary business actors, especially MSMEs (Micro, Small and Medium Enterprises) as a reference and reference regarding which variables are the most influential among product marketing strategies with endorsements or online promotions on social media on buying interest. This research is expected to provide information and an overview as well as theoretical input to be used as a reference and reference material for writers who want to continue this research which discusses the effect of endorsements and online promotions on social media on buying interest in the UMKM culinary business in the city of Palembang. Then this research is also expected to provide input for future readers or writers in researching Facebook and Instagram social media accounts.

Method

The type of data used in this research is using quantitative data research. Quantitative data is data that is measured on a numerical scale or in the form of numbers (Sugiyono, 2014). The population is a general area consisting of objects with characteristics and characters that will be used as references and used to conclude (Sugiyono, 2013).

Then the Non-Probability Sampling technique will be used to be able to take a more definite number of samples in this study. This Non-Probability Sampling technique is taken from population elements selected based on the availability of respondents, namely when the respondent is voluntarily willing to become a respondent or when the researcher considers that the respondent can represent the population (Ferdinand, 2014).

The data collection technique in this research is using questionnaires that will be given to culinary consumers of Micro, Small, and Medium Enterprises (MSMEs) in the city of Palembang. A questionnaire is a technique in collecting data by providing a list of questions or statements to be answered by the respondents.

According to (Ghozali, 2013) regression analysis was carried out to measure the strength of the relationship between variables, and to show the direction of the relationship between the independent variable and the dependent variable, where the dependent variable was assumed to be random, i.e. having a probabilistic distribution. Multiple Linear Regression Analysis Test is used in answering all problem formulations that have been included in a study, and the analytical technique used in this study is using multiple linear regression analysis. The equation formula for this multiple linear regression analysis is as follows:

Where:

Y�� = Buying Interest Variable

a�� = constant

= Regression line coefficient

�� = Endorsement

�� = Promotion

e�� = Standard error

1. Overview of Research Respondents Profile

Before conducting the research analysis, a description of the respondent's profile will be presented first. The respondent's profile was obtained from the personal data of each respondent found on the front of the google questionnaire form. The parts of the respondent's profile that must be filled out include things such as name, age, gender, education, profession, frequently used social media accounts, length of time opening social media, and the period in opening social media to find culinary delights. will be purchased. The profile description of the respondents will be presented as follows:

Table 3

Endorsement Variable Frequency Distribution

NO	Statement	STS (1) %	TS (2) %	N (3) %	S (4) %	SS (5) %	Amount	Average	Scale
1	Influencers are honest about the message conveyed.	1,3	4,5	25,6	35,4	33,2	100	3,95	Good
2	Influencers can be trusted in delivering messages.	1	3,5	28,1	41,5	25,9	100	3,88	Good
3	Influencers have culinary knowledge.	1	7,5	23,6	36,9	30,9	100	3,89	Good
4	Influencers are experts in marketing various culinary delights.	0,5	5	21,4	42	31,2	100	3,98	Good
5	Influencers have an attractive appearance.	0,8	3,5	17,3	37,9	40,5	100	4,14	Very good
6	Influencers can attract the attention of consumers.	0,5	2,8	20,9	38,4	37,4	100	4,09	Very good
Average							100	3,98	Good

Table 4

Online Promotion Variable Frequency Distribution

NO	Statement	STS (1) %	TS (2) %	N (3) %	S (4) %	SS (5) %	Count	Average	Scale
1	Online promotions are always updated for new culinary	0,3	4,5	18,1	32,9	44,2	100	4,16	Good
2	Online promotions showcase culinary qualities in an easy-to-understand manner.	1,3	5	21,6	39,2	32,9	100	3,97	Good
3	Online promotion has a wide reach where all consumers can see it.	0,8	3	15,3	36,4	44,5	100	4,21	Very good
4	Online promotion is a strategy that is in great demand by consumers.	1	3,3	20,6	39,2	35,9	100	3,98	Good
5	Online promotion can save consumers time in finding the desired culinary.	0,8	3	16,8	34,7	44,7	100	4,19	Good
Average							100	4,10	Good

Table 5

Frequency Distribution of Purchase Intention Variables

NO	Statement	STS (1) %	TS (2) %	N (3) %	S (4) %	SS (5) %	Count	Average	Scale
1	Strategies on social media can influence consumer buying interest.	0,8	2	15,8	42,2	39,2	100	4,17	Good
2	Consumers prefer promotions that are done online on social media.	0,8	3	18,3	46	31,9	100	4,05	Good
3	Culinary recommendations from social media create a sense of desire to buy.	0,3	1,5	16,6	47	34,7	100	4,15	Good
4	Searching for information to buy culinary is easy to get from social media.	0,3	1,8	15,8	38,9	43,2	100	4,23	Very Good
Average							100	4,15	Good

A. The Effect of Endorsements on Purchase Intention

The grand theory used in this study, namely Theory of Planned Behavior explains the behavior of a consumer can be formed when the emergence of intention (attention) is influenced by several factors. One of the factors of this theory is subjective norms, where this factor will arise from information about a person's views, behavior, comments, or testimonials about a product. One of the roles that can influence these factors is the role of an influencer.

Based on the results of the research above, it is known that endorsements have a significant positive effect on buying interest in the MSME culinary business in the city of Palembang. This is in line with the hypothesis in this study which states that endorsements have a significant positive effect on purchase intention. The results of the tests carried out in this study show that the Endorsement variable (X_1) has a significance value of 0.000 <0.05, which means that the Endorsement variable has a significant influence on the Purchase Interest variable of 58.1% and the remaining 41. 9% is influenced by other variables outside this study. The other variables are the celebrity endorsement variable, the word-of-mouth variable, the closeness variable, the influencer marketing strategy variable, the social media sponsored advertising variable, and so on.

Then the results of the questionnaire data have been distributed to the respondents for the endorsement variable with an average value of 3.98 with a Good interpretation scale. Of the 6 statement items on the endorsement variable, it is known that 3 statement items have a value below the average, while for values above the average there are 3 statement items as well. Even though there are statements whose values are below the average, the items in the statement are still on a good scale. This proves that the endorsement variable is based on its three dimensions, namely trustworthy with honest and integrity indicators, expertise with knowledge and expertise indicators, and attractiveness with indicators of familiarity and likeability have been considered good by the respondents for use.

Endorsement is a strategy used by influencers in marketing a product, this strategy is one of the factors that can be used to influence consumer buying interest in the culinary business. Endorsement is a strategy that uses the services of someone who can be called an endorser or influencer to support product marketing (Terence, 1995). An influencer has a role to influence other people in delivering the message he does so that someone is willing to purchase the product being marketed. It is known that in marketing activities, using an endorsement strategy from an influencer can help increase sales of a product.

The results of this study are also in line with the results of previous studies that have been carried out, such as the results of research from (Erlangga, 2021) which states that MSME products promoted by influencers on social media have a significant positive effect on buying interest, research from (Aypar & KAZANCIOĞLU, n.d.) which states that the information conveyed by food influencers has a significant positive effect on buying interest in buying food, research from (Keme� & Y�ksel, 2021) which states that using influencers to make endorsements can influence consumer buying interest.

B. The Effect of Online Promotion on Purchase Intention

Based on the results of the research above, it is known that online promotion has a significant positive effect on purchase intention in the MSME culinary business in the city of Palembang. These results are in line with the hypothesis in this study which states that online promotion has a significant positive effect on Purchase Interest. The results of the tests carried out in this study show that the Online Promotion variable (X_2) has a significance value of 0.000 <0.05, which means that the Online Promotion variable has a significant influence on the Purchase Interest variable of 58.1% and the rest is equal to 41.9% influenced by other variables outside this study. The other variables include online advertising variables, brand image variables, product knowledge variables, discount framing variables, and so on.

The results of this study are in line with the results of previous studies that have been carried out, such as the results of research from (Luo et al, 2021) which states that online promotion has a significant positive effect on consumer buying interest, research from (Xiao et al., 2019) states that online promotion online has a significant positive effect on consumer buying interest by providing discount promotions or advertising strategies on social media, research from (Khaleeli, 2020) which states that social media promotion has a significant positive effect on buying interest, research from (Bhatti, 2018) states that promotions are moderated by social media affects buying interest.

Conclusion

This study is intended to determine the effect of online endorsements and promotions on purchase intention in the culinary business in the city of Palembang. Based on the analysis and research results, as well as the discussion in the previous chapter, it can be concluded, Endorsement (X_1) and Online Promotion (X_2) have a significant positive effect on Purchase Intention (Y) in the MSME culinary business in Palembang City.

Based on the results of the research, discussion, and conclusions above, conclusions can be drawn for suggestions that can be submitted to get better results for further research. It is recommended for MSMEs to be more selective in choosing an influencer who can be trusted, has culinary knowledge, and is honest with the message conveyed. Then to carry out online promotions, it is also expected to be able to display culinary qualities such as a more attractive form of packaging so that consumers as targets will also be interested in making purchases after seeing endorsement and online promotion on social media.

The research results obtained based on original data in the field are to make it easier for business players to get information about how to do business by utilizing social media.

This research is certainly inseparable from the limitations that exist in the study. The limitations of this study can be a source of correction for further research. One of the limitations in this study lies in the variable factors that only examine two variables, namely the endorsement variable and the online promotion variable on the purchase intention variable in the UMKM culinary business in Palembang City. Then this research was only carried out on MSMEs in the city of Palembang.

Therefore, the researcher hopes for further researchers to be able to add other variables that can be used for further research such as celebrity endorsement variables, word of mouth, influencer marketing strategy, online advertising, brand image, and discount framing., as well as to expand research from Palembang City to research in South Sumatra.

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Score	Score Range	Information
1	1,00 � 1.80	Very Not good
2	1,81 � 2,60	Not good
3	2,61 � 3,40	Enough
4	3,41 � 4,20	Well
5	4,21 � 5,00	Very good

Coefficients
Model		Unstandardized Coefficients		Standardized Coefficients	t	Sig.
Model		B	Std. Error	Beta	t	Sig.
1	(Constant)	5,133	,875		5,864	,000
	Endorsement	,227	,036	,236	6,313	,000
	Online Promotion	,435	,026	,619	16,585	,000

Model Summary
Model	R	R Square	Adjusted R Square	Std. The error of the Estimate
1		,581	,579	2,09754