Factors Affecting Business Performance of MSMEs in Makassar City Through HR Competence and Social Media

Today, social media is not only used for personal interactions, but also for business purposes. The business owner's understanding of using social media to post content as content. The higher the competence of the owner in using social media for his business, the more his business performance will improve. The understanding of social media is measured using the Technology Acceptance Model. This study uses the factor analysis method or uses Confirmatory Factor Analysis (CFA), where this method is used to see the relationship between the indicators expressed by the loading factor, the value of this loading factor then states the greatest contribution by the indicator in the formation of variables. The results of the study show that the main factor forming the competency variable is skill, while in Business Performance the main factor forming it is market growth. It can be interpreted that the maximum use of social media can increase the market because it can reach consumers widely.