<![CDATA[This study aims to identify the factors of using social media on the effectiveness of using ShopeeFood in improving business performance in MSME actors in the field of Food & Beverage in Limo District. This research is a quantitative descriptive research in which the independent variable is the social media adoption variable with the factors of suitability, cost-effectiveness, trust, and interactivity that affect the dependent variable, namely increasing business performance. The data collection method was carried out by distributing questionnaires in the form of a Google form. The data analysis used was multiple linear regression analysis using the SPSS application. The results of the study show that the variables of suitability, cost-effectiveness, trust, and interactivity partially have a significant influence on the Effectiveness of Using the ShopeeFood Application in improving business performance. Then the variable suitability factor, cost-effectiveness, trust factor, and interactivity factor can explain the variation in the increase/decrease in the Effectiveness of Using the ShopeeFood Application in increasing business performance by 79.1%. While the remaining 20.9% is explained by other variables not included in the research model.]]>
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