Jangan Sekedar Posting: Kehadiran Media Sosial Dan Kinerja Keuangan
DOI:
https://doi.org/10.60036/jbm.v4i4.art20Keywords:
ROA, social media engagement rate, social media input intensityAbstract
Penelitian ini bertujuan untuk menguji pengaruh intensitas input media sosial dan engagement rate media sosial terhadap ROA. Populasi dalam penelitian ini adalah 46 bank yang terdaftar di Bursa Efek Indonesia dari periode 2021 sampai dengan 2023. Berdasarkan hasil dari kriteria pemilihan sampel penelitian maka terdapat 16 bank yang menjadi sampel penelitian untuk tahun 2021 sampai dengan tahun 2023. Data intensitas input media sosial maupun engagement rate media sosial diperoleh dari hasil scrapping data Instagram di apify untuk 16 bank yang menjadi sampel penelitian, sedangkan data ROA diperoleh dari laporan keuangan bank. Berdasarkan hasil uji regresi berganda menggunakan SPSS 23, intensitas input media sosial maupun engagement rate media sosial tidak berpengaruh positif terhadap ROA.
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