THE EFFECT OF RESEARCH AND DEVELOPMENT COSTS, ADVERTISING AND PROMOTION COSTS ON COMPANY VALUE (CASE STUDY OF NON CYCLICALS) CONSUMER SECTOR COMPANIES LISTED ON THE INDONESIA STOCK EXCHANGE (IDX) 2019-2023 PERIOD)
DOI:
https://doi.org/10.29103/icofeb.v2i-.1158Keywords:
Research and Development Costs, Advertising and Promotion Costs, Company ValueAbstract
This study aims to determine the effect of research and development costs, advertising and promotion costs on company value (Case Study of Consumer Non-Cyclicals Sector Companies Listed on the Indonesia Stock Exchange (IDX) for the 2019-2023 Period. Consumer Non-Cyclicals sector companies are household needs industry sector companies that will experience growth along with population growth, and are also companies that are in great demand by investors in investing their capital, where slowing economic growth will not cause the industry to experience a drastic decline in stock value or company value. To determine the effect on company value, it is necessary to test the variables that affect company value with SPSS version 25. So this study uses a documentation method with qualitative secondary data taken from the site www.idx.co.id . The results of the study indicate that the variables of research and development costs, advertising and promotion costs have a positive and significant effect on company value both partially and simultaneously.
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