Social Media Influence on Firm Value with Corporate Reputation as Intervening Variable: Katadata ESG Index Companies on IDX 2024

The purpose of the study was to see the influence of social media on the value of companies with company reputation as an intervening variable included in the Katadata ESG Index 2024. The research method used is associative quantitative by taking data on companies that have criteria for inclusion in the Katada ESG Index and are listed on the IDX in 2024, have Instagram social media accounts, have a complete annual report for 2024, and have ESG values to see the company's reputation. This data will be analyzed using the SEM-Amos application with the results of the study, namely (1) social media has a significant positive effect on the value of B2C (Business to Consumer) companies that are included in the Katadata ESG Index. Meanwhile, in B2B (Business to Business) companies, social media has a positive but insignificant influence on the company's value. (2) social media shows a positive and significant direction to reputation (REP) in B2B companies, while B2C companies show a positive but not significant direction. (3) REP has a positive and significant effect on the value of B2B companies. Meanwhile, in B2C companies, REP has a positive but not significant effect on the company's value. (4) Reputation (REP) plays a significant mediator between social media and B2B company values. As for B2C companies, Reputation (REP) is not significant as a mediator between social media and company values.