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All Journal Journal Of Business, Finance, and Economics (JBFE) Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Gemilang: Jurnal Manajemen dan Akuntansi Transformasi: Journal of Economics and Business Management Prosiding Seminar Nasional Manajemen dan Ekonomi Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah
Mohammad Hidayatul Holili
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Analisis Pengaruh Digital Marketing terhadap Nilai Perusahaan dengan Profitabilitas sebagai Variabel Mediasi: Studi pada Perusahaan Kosmetik yang terdaftar di Bursa Efek Indonesia Nugrah Leksono Putri Handayani; Poppy Fitrijanti Soeparan; Mohammad Hidayatul Holili
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 1 (2026): Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i1.2484

Abstract

This study aims to analyze the effect of digital marketing on firm value and to examine the mediating role of profitability. The research employs a quantitative approach with an explanatory research design. The sample consists of six cosmetic companies listed on the Indonesia Stock Exchange (IDX) during the 2021–2024 period, selected using purposive sampling based on data availability. The analytical technique used is Structural Equation Modeling with the Partial Least Squares approach (SEM-PLS) using SmartPLS 4. The study utilizes secondary data obtained from the companies’ annual financial reports. The results indicate that digital marketing has a positive and significant effect on firm value. Digital marketing also shows a positive effect on profitability; however, this effect is not statistically significant. Meanwhile, profitability has a positive and significant effect on firm value. The indirect effect test yields a coefficient (O) of 0.239, a t-statistic of 1.914, and a p-value of 0.056, indicating that profitability does not mediate the relationship between digital marketing and firm value. These findings suggest that digital marketing strategies have a more dominant direct effect on enhancing firm value than an indirect effect through profitability.
Co-Authors Didik Sofian Haryadi Dwi Astutik Heni Dwi Listyaningrum Henny Kumalasari Widodo Nugrah Leksono Putri Handayani Pindo Asti Poppy Fitrijanti Soeparan Sri Heneng Prasastono Sri Yulianingsih Susilo Adi Widodo Wibisono