The Impact of Social Media Usage on Business Performance Makeup Artists Mediated by Competitive Advantage (Study on The Makeup Artist Services Business in Indonesia)

Abstract

The objective of this inquiry is to investigate how social media use affects the performance of service-based companies. The research involved surveying 112 makeup artist business owners in Indonesia, using quantitative techniques, and examining the collected information with SmartPLS (Partial Least Square). The results reveal that social media utilization has a noteworthy and positive impact on business performance, with competitive advantage serving as a mediator in this connection (partial mediation). Additionally, the study indicates that social media is an effective tool for enhancing marketing efforts, customer service, and accessibility to information, which can lead to improved performance. As a result, companies that can achieve and maintain a competitive advantage can automatically achieve good business performance.