Pengaruh brand image, belanja iklan dan promosi, serta belanja modal terhadap kinerja keuangan pada perusahaan berbasis retail di Indonesia
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Abstract
This study aims to test and analyze the impact of brand image, advertising and promotion spending, and capital expenditure on a firm’s financial 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 a purposive sampling method. Data sources are obtained through the publication of financial statements through IDX’s (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 on a firm’s financial performance while advertising and promotion spending harms a firm’s financial performance.
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh brand image, belanja iklan dan promosi, serta investasi belanja modal terhadap kinerja keuangan perusahaan berdasarkan data empiris. Fokus penelitian ini adalah pada sektor retail di Indonesia selama periode 2018-2021 dan data yang diobservasi dikumpulkan dengan metode purposive sampling. Sumber data diperoleh melalui publikasi laporan keuangan pada laman resmi BEI (Bursa Efek Indonesia) dan laman resmi perusahaan. Ada 68 sampel yang dipakai sebagai sampel final, kemudian dilakukan pengujian terhadap menggunakan analisis regresi linear berganda. Kesimpulan dari penelitian ini adalah brand image dan investasi belanja modal memiliki pengaruh positif terhadap kinerja keuangan perusahaan, sedangkan belanja iklan dan promosi memiliki pengaruh negatif terhadap kinerja keuangan perusahaan.
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