Social Media Exposure: Effects on Barbershop Performance in Indonesia
Nizar Alam Hamdani; Galih Abdul Fatah Maulani

Universitas Garut

Abstract

The industrial revolution era 4.0 requires business entities to use information and communication technology, particularly for marketing purposes. The present study examines the effect of social media use on barbershop business performance. The respondents are 43 owners of barbershops in Garut, Indonesia. Data processing was carried out using PLS-SEM analysis. It is revealed that the use of social media has a significant positive effect on barbershop business performance. Barbershop exposure in social media is one of the factors lined with increased sales.

Keywords: Information and Communication Technology; Social Media Exposure; Barbershop Business Performance

Topic: Strategic Management, Entrepreneurship and Contemporary Issues