Pengaruh aktivitas media sosial dan kinerja terhadap nilai perusahaan

Haqqi, Al Bani Amin (2024) Pengaruh aktivitas media sosial dan kinerja terhadap nilai perusahaan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Beberapa tahun belakang ini kecenderungan dalam penggunaan media sosial semakin meningkat akibat pandemi Covid-19 lalu yang mempercepat digitalisasi. Saat ini, media sosial tidak hanya sebagai alat untuk sosialisasi, tetapi juga sebagai alat untuk promosi khususnya bagi perusahaan. Penelitian ini dilakukan untuk menguji mengenai pengaruh dari aktivitas media sosial dan kinerja perusahaan (ROA) terhadap nilai perusahaan, dengan menggunakan total aset bersih, pertumbuhan penjualan, usia IPO perusahaan, dan total pendapatan bersh sebagai variabel kontrol. Penelitian ini menggunakan uji regresi berganda dengan bantuan software STATA 17. Penelitian ini menggunakan metode purposive sampling dalam pemilihan sampel dengan total 265 jumlah observasi yang terdiri atas 53 sampel perusahaan pada perusahaan sektor barang konsumsi non-primer yang terdaftar di Bursa Efek Indonesia dengan periode penelitian 2019-2023. Hasil dari penelitian berdasarkan sampel yang diuji menunjukkan bahwa aktivitas media sosial, khususnya total postingan tidak berpengaruh signifikan terhadap nilai perusahaan. Sedangkan kinerja perusahaan (ROA) memiliki pengaruh yang signifikan namun bersifat negatif terhadap nilai perusahaan. / In recent years, the trend in social media usage has increased due to the Covid-19 pandemic, which accelerated digitalization. Today, social media is not only a tool for social interaction, but also serves as a promotional tool, especially for companies. This study aims to examine the influence of social media activities and company performance (ROA) on firm value, using net total assets, sales growth, IPO age, and net total revenue as control variables. The study employs multiple regression analysis using STATA 18 software. A purposive sampling method was used to select the sample, resulting in 265 observations comprising 53 companies from the non-primary consumer goods sector listed on the Indonesia Stock Exchange, with a study period from 2019 to 2023. The findings based on the tested sample indicate that social media activities, specifically total posts, do not have a significant impact on firm value. However, company performance (ROA) has a significant but negative effect on firm value.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Haqqi, Al Bani Amin
NIM01012200064
albanihaqqi1@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Sambuaga, Elfina Astrella
NIDN0310098803
elfina.sambuaga@uph.edu
Uncontrolled Keywords: media sosial; kinerja perusahaan; return on assets; nilai perusahaan; social media; company performance; return on assets; firm value.
Subjects: H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Accounting
Current > Faculty/School - UPH Karawaci > Business School > Accounting
Depositing User: Al Bani Amin Haqqi
Date Deposited: 22 Dec 2024 22:57
Last Modified: 22 Dec 2024 22:57
URI: http://repository.uph.edu/id/eprint/65930

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