Pengaruh Impresi Manajemen pada Sosial Media Instagram Terhadap Kinerja Keuangan Perbankan Indonesia
Main Article Content
Kegagalan bank dalam melindungi dana nasabah telah menjadi isu penting yang memengaruhi persepsi publik di media sosial. Salah satu cara untuk menjaga citra perusahaan adalah melalui impresi manajemen. Penelitian ini bertujuan untuk mengevaluasi dampak impresi manajemen terhadap kinerja keuangan bank yang terdaftar di Bursa Efek Indonesia (n=25). Metode penelitian ini menggunakan kuantitatif dengan analisis data regresi sederhana. Pengumpulan data dilakukan dengan pendekatan analisis konten pada caption postingan Instagram perusahaan selama tahun 2024. Secara empiris, hasil penelitian ini memberikan wawasan tentang bagaimana berbagai kategori manajemen impresi di media sosial memengaruhi kinerja keuangan, serta menekankan pentingnya mengoptimalkan komunikasi di media sosial untuk membentuk persepsi publik secara efektif. Secara praktis, penelitian ini memberikan manfaat untuk mengkaji dan membandingkan berbagai strategi manajemen kesan bank di Indonesia melalui platform media sosial Instagram. Fokus pada bank sangat unik karena bank sering kali terlibat dalam kasus penipuan yang melibatkan dana nasabah. Melalui evaluasi empiris dampak manajemen kesan terhadap kinerja keuangan, penelitian ini dapat mengidentifikasi masalah krusial dalam manajemen kesan, yang dapat membantu bank dalam memanfaatkan media sosial mereka.
Keywords:
manajemen kesan, kinerja keuangan, media sosial Instagram, analisis konten kuantitatif
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