Pengaruh Esg Awareness, Opini Influencer, Intensitas Paparan Media Sosial Terhadap Keputusan Investasi Pada Bitcoin

Abstract

Abstract

This study aims to analyze the influence of ESG Awareness, Influencer Opinion, and Social Media Exposure Intensity on Bitcoin Investment Decisions. The study is based on the Theory of Planned Behavior (TPB), which explains that an individual's behavioral decisions are influenced by three main factors: attitude toward the behavior, subjective norms, and perceived behavioral control.This research employed a quantitative approach using an explanatory research design. The population consisted of approximately 5,000 members of the Invictus Trader cryptocurrency community on Telegram. A total of 112 respondents were selected using a purposive sampling technique. Data were collected through an online questionnaire and analyzed using multiple linear regression with the assistance of IBM SPSS software.The results indicate that ESG Awareness, Influencer Opinion, and Social Media Exposure Intensity have a positive and significant effect on Bitcoin Investment Decisions. This is supported by the F-test results, which show an F-value of 84.847 with a significance level of 0.000 (<0.05). The coefficient of determination (Adjusted R Square) is 0.722, indicating that 72.2% of the variation in Bitcoin Investment Decisions can be explained by the three independent variables, while the remaining 27.8% is influenced by other factors outside the research model.Partially, ESG Awareness has a positive and significant effect on Bitcoin Investment Decisions, with a t-value of 8.166 and a significance value of 0.000. Influencer Opinion also has a positive and significant effect, with a t-value of 8.256 and a significance value of 0.000. Furthermore, Social Media Exposure Intensity positively and significantly influences Bitcoin Investment Decisions, with a t-value of 7.832 and a significance value of 0.000. These findings indicate that higher levels of ESG awareness, stronger influence of influencers' opinions, and greater intensity of social media exposure are associated with higher investor decisions to invest in Bitcoin.

Keywords: ESG Awareness, Influencer Opinions, Social Media Exposure Intensity, Investment Decision Bitcoin.