ABSTRACT
The industrial revolution era 4.0 requires business entities to use information and communica-tion technology, particularly for marketing purposes, as well as in barbershop business. Businesses now need to involve information and communication technology in driving their business performance so that business processes are optimized. This study examines the extent of the influence of the use of social media among barbershop businesses on their business performance. The respondents are 43 owners of barbershops in Garut, Indonesia. Data processing was carried out using partial least squares structural equation modeling (PLS-SEM) analysis. It was 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.
