International Journal of Scientific and Research Publications, Volume 9, Issue 11, November 2019 748 ISSN 2250-3153 http://dx.doi.org/10.29322/IJSRP.9.11.2019.p95100 www.ijsrp.org Social Media As An Driver Of Business Performance Through The Company Reputation Umar Syarifuddin *1), Otto R.Payangan *2), Mahlia Muis *3), Muhammad Yunus Amar *4) *1) STIE Bajiminasa Makassar *2) Hasanuddin University *3) Hasanuddin University *4) Hasanuddin University DOI: 10.29322/IJSRP.9.11.2019.p95100 http://dx.doi.org/10.29322/IJSRP.9.11.2019.p95100 Abstract This study aims to: a) measure and analyze how much influence social media has on business performance both directly and indirectly through the company's reputation, b) measure and analyze how much influence the reputation of the company on business performance. Research use survey method with data collection using questionnaires and interviews. The population of this research is all hotels in Makassar, which are 157 hotels. Samples used in the study were taken as many as 70 based on the number of questionnaires returned. A total of 70 samples have met the criteria for testing using the Partial Least Square (PL S) analysis tool . The main analysis in this study is the organization or the hotel manager. Respondents representing the unit of analysis at the manager level . The analytical method used is Structural equation modeling (SEM) with short or Partial least square path modeling (PLS-PM) using the Smart PLS 3 application program. The results of this study indicate thata) social media has a significant positive effect on business performance, b) social media has a significant positive effect on company reputation, c) social media has a significant positive effect on business performance indirectly through company reputation, d) company reputation has a significant positive effect on business performance. Index Terms: Social media, performance, company reputation I. INTRODUCTION Tourism is one sector that plays a major role in the economy of a country. This is evident from the domestic income provided by the tourism sector, such as contributors to the country's foreign exchange and job creation. Tourism can be a security for the economy in a country if the tourism sector in a country is managed properly. The tourism business in Indonesia is quite potential considering that Indonesia naturally has a lot of potential natural beauty, diversity and cultural uniqueness and so on. All of these potentials become capital in the tourism industry and their sustainability is still maintained. Tourism activities create demand, both consumption and investment, which in turn will lead to activities in the production of goods and services so that investment in various fields is needed, such as hospitality. It is widely known that the relationship between the hotel industry and tourism is closely interrelated, this is inseparable from the fact that the hotel industry is one of the backbones supporting the development of the tourism sector. The contribution of the hotel industry will have implications for the development of tourism and become one of the benchmarks of a region's success in promoting or inviting tourists to come to the area. Hospitality accommodation can not be separated by tourism. Without tourism activities, it can be said that hotel accommodations will be paralyzed, otherwise tourism without hotels is impossible. The hotel includes the principal means of tourism (around tourism superstructures ), this means that life and living tar hanging on a lot or at least the tourists who come. Especially now developing a type of tourism that the market potential is people who travel for the purpose of conferences, seminars, symposia, workshops, discusion national and other such activities which would require facilities or infrastructure. However, in the tourism industry, hotels are not the only form of accommodation for tourists and other travelers, but there are still many accommodations known as supplementary accommodations, including: 1) jasmine hotels, 2) lodging, 3) pondok wisata, 4) Villa, and other accommodation services (Kabarindonesia.com). Several benchmarks to determine success in bringing tourists to tourist destinations such as the number of tourists, the length of stay of tourists and hotel occupancy rates. The number of tourists staying at the hotel can indicate the number of tourists visiting the area, the length of stay of the tourists also plays an important role in knowing how interested tourists are in the area they visit. The longer tourists stay in an area, this indicates that the area is indeed in demand by tourists. In addition, the percentage or level of hotel