ANALYSIS OF PROFITABILITY, MARKETING ACTIVITIES AND E-COMMERCE IMPLEMENTATION ON FIRM VALUE: EVIDENCE FROM INDONESIAN CONSUMER GOODS LISTED COMPANIES IN 2014-2016

Title : ANALYSIS OF PROFITABILITY, MARKETING ACTIVITIES AND E-COMMERCE IMPLEMENTATION ON FIRM VALUE: EVIDENCE FROM INDONESIAN CONSUMER GOODS LISTED COMPANIES IN 2014-2016
Author(s) : Rachman Helmy Aulia*, Soewarno Noorlaily, Isnalita
                  Faculty of Economics and Business, University of Airlangga, Indonesia
DOI : https://doi.org/10.18551/rjoas.2018-06.07

Abstract : The purpose of this study is to examine the effect of profitability, marketing activities, and Ecommerce implementation on firm value of consumer goods industry sector which’s listed in Indonesia stock exchanges in 2014-2016 periods. The firm's value in this study is measured by using Tobin's Q ratio whereby it is the best predictor used to measure firm value and can be used to explain the financial condition of the firm and market conditions. The results showed that profitability and marketing activities had a positive significant effect on firm value while the e-commerce implementation had a negative non significant effect on firm value.

Key Words : Profitability, marketing activities, e-commerce, firm value

Source : https://rjoas.com/issue-2018-06/