PENGARUH AKTIVITAS PEMASARAN, KEPEMILIKAN MANAJERIAL DAN ASET TIDAK BERWUJUD TERHADAP NILAI PERUSAHAAN

Abstract

Since industry of consumption focuses on consumers' daily needs, competition among those industries becomes
much higher. While, the research hypothesis was marketing activities, managerial ownership and intangible asset
affected firm value. Therefore, the research aimed to examine the effect of marketing activities, managerial
ownership and intangible asset on firm value. The population was industries of consumption which were listed on
Indonesia Stock Exchange during 2015-2019. Moreover, the data analysis technique used multiple linear
regression in order to evaluate some models. The research result concluded marketing activities and intangible
asset had positive and significant effect on firm value of industries of consumption. On the other hand, managerial
ownership had insignificant effect on firm value of industries of consumption. In other words, investors assumed
companies had able to maximize its competitive advantage and had growth opportunities in the future. As the
result, the firm value of industries of consumption had become higher.
Keywords: marketing activities, managerial ownership, intangible asset, firm value