Pengaruh Penggunaan Media Sosial terhadap Profitabilitas pada Industri Perbankan yang Terdaftar di Bursa Efek Indonesia Periode 2016-2020

Abstract

Profit is often a measure of company performance, where when the company has high profits it can be concluded that the company's performance is good and vice versa. Profitability measures are used to measure the company's ability to earn a profit at a certain level of sales, assets, and share capital. The purpose of this study was to determine and analyze the effect of using social media on profitability in banking industry companies listed on the Indonesia Stock Exchange for the 2016- 2020 period. This research is associative research. The population in this study were 38 conventional banks. The sampling technique in this study used purposive sampling so that the number of samples was 29. The analytical method used was descriptive analysis method and PLS method. The data used is secondary data. The data was statistically processed with the Smart PLS program. The results of this study indicate that social media has a positive and significant effect on the profitability of conventional banking companies listed on the Indonesia Stock Exchange (IDX) for the 2016-2020 period.