<![CDATA[Fashion-sector MSMEs in Denpasar City continue to face various challenges affecting business success, as reflected in suboptimal sales growth, unstable business income, increasingly intense competition, and changing consumer behavior. These conditions indicate that business success requires strong internal resources capable of improving entrepreneurs' competitiveness. This study to analyze the influence of entrepreneur knowledge, social media, self-efficacy on business success among fashion-sector MSMEs in Denpasar City. This research employed a quantitative approach observation, intervies, documentry, and questionaires as data colection techniques. The sample determined using non-probability sampling with purposive sampling techniqe. A total of one hundred fashion-sector MSME owners in Denpasar City participated as respondents. Data were analyzed using vallidity testing, reliabilty testing, clasical assumption testing, multiple linear regresion analysis, hypotesis testing, simultaneus testing, and coefficient determination analysis. The results show that self-efficacy, social media, and entrepreneurial expertise all significantly and favourably impact company performance. Concurrently, these three factors also significantly and favourably impact corporate performance. The implications of this study indicate that strengthening entrepreneurial knowledge, optimizing the use of social media, and enhancing entrepreneurs' self-efficacy represent strategic resources that can improve business success and strengthen the competitiveness of fashion-sector MSMEs in Denpasar City.]]>
