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

Abstract

The purpose of this study is to examine the effect of profitability, marketing activities, and E-commerce 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.

Keywords

• Profitability
• marketing activities
• e-commerce
• firm value