PENGARUH BRAND IMAGE, BELANJA IKLAN & PROMOSI, DAN BELANJA MODAL TERHADAP KINERJA KEUANGAN PADA PERUSAHAAN BERBASIS RETAIL DI INDONESIA

SURJA, ASWIN (2022) PENGARUH BRAND IMAGE, BELANJA IKLAN & PROMOSI, DAN BELANJA MODAL TERHADAP KINERJA KEUANGAN PADA PERUSAHAAN BERBASIS RETAIL DI INDONESIA. Masters thesis, Universitas Tarumanagara.

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Abstract

This study aims to test and analyze the impact of brand image, advertising and promotion spending and capital expenditure toward firm’s fnancial performance based on empirical data. The focus of this study is on the retail sector in Indonesia during 2018-2021 and the data observed is collected on purposive sampling method. Data sources are obtained through the publication of financial statements through IDX (Indonesia Stock Exchange) official websites and the firm’s official websites. There are 68 samples selected as the final samples, then hypotheses are tested using multiple linear regression analysis. The conclusion of this study shows that brand image and capital expenditure have a positive impact to firm’s financial performance while advertising and promotion spending have a negative impact to firm’s financial performance. Keywords: Financial Performance, Brand Image, Advertising and Promotion Spending, Capital Expenditure, Top Brand Index (TBI), Return on Assets (ROA).

Item Type: Thesis (Masters)
Additional Information: Pembimbing: Dr. Sawidji Widoatmodjo, SE, MM, MBA
Uncontrolled Keywords: Financial Performance, Brand Image, Advertising and Promotion Spending, Capital Expenditure, Top Brand Index (TBI), Return on Assets (ROA)
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 16 Dec 2022 10:08
Last Modified: 21 Dec 2022 02:52
URI: http://repository.untar.ac.id/id/eprint/37954

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