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All Journal Gunung Djati Conference Series PENG: Jurnal Ekonomi dan Manajemen
Ruhenda
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Pengaruh Content Marketing dan Harga Terhadap Keputusan Pembelian Sunscreen Azarine (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Sunan Gunung Djati Bandung Angkatan 2021) Rahayu, Siti; Ruhenda; Suhendi
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 4 (2025): November: Humanities, Economic and Social Issues
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/4y43z410

Abstract

The development of digital technology has made the internet an essential part of modern life. In addition to serving as a source of entertainment and information, the internet also plays a significant role in marketing activities. One of the products that has experienced growing interest in Indonesia is sunscreen. Many brands take advantage of content marketing strategies and competitive pricing to attract consumers. Therefore, content marketing and price have become important factors influencing purchasing decisions. This study aims to determine the effect of content marketing and price on purchasing decisions of Azarine sunscreen, both partially and simultaneously. The research uses a descriptive-verificative method with a quantitative approach. The population consists of students from the Faculty of Islamic Economics and Business at UIN Sunan Gunung Djati Bandung, class of 2021. A total of 88 respondents were selected using the proportionate stratified random sampling technique. Data analysis in this study employed multiple linear regression using SPSS version 26. The results show that content marketing and price have a positive and significant effect on purchasing decisions, both partially and simultaneously. The adjusted R square value of 60.4% indicates that these two independent variables explain the majority of the variation in purchasing decisions.
THE EFFECT OF CAPITAL STRUCTURE, LIQUIDITY, AND PROFITABILITY ON FIRM VALUE: EVIDENCE FROM CONSUMER NON-CYCLICALS COMPANIES LISTED ON THE INDONESIA STOCK EXCHANGE Lilis Sulastri; Iman Supratman; Devani Ainun Pradiva; Ruhenda; Neli Yuliyani
Gunung Djati Conference Series Vol. 56 (2025): Seminar Nasional Ekonomi dan Bisnis Islam
Publisher : UIN Sunan Gunung Djati Bandung

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Abstract

This study examines the effect of capital structure (Debt-to-Equity Ratio), liquidity (Current Ratio), and profitability (Return on Assets) on firm value (Price-to-Book Value) in consumer non-cyclicals companies listed on the Indonesia Stock Exchange (IDX). Using the latest publicly available financial statements, we conducted an Ordinary Least Squares (OLS) regression. Results show that profitability has a significant positive effect on firm value, capital structure has a positive but marginal effect, and liquidity has a negative but insignificant effect. The findings support the Trade-Off Theory, Agency Theory, and Resource-Based View, highlighting profitability as the most influential factor in determining firm value. Using a cross-sectional sample of seven leading companies in the sector, we employ Price-to-Book Value (PBV) as the proxy for firm value, Debt-to-Equity Ratio (DER) for capital structure, Current Ratio (CR) for liquidity, and Return on Assets (ROA) for profitability. The results, based on Ordinary Least Squares regression, indicate that profitability has the strongest positive relationship with firm value, capital structure exhibits a positive relationship, and liquidity shows a negative association. However, due to the small sample size, the relationships are not statistically significant. The findings offer preliminary evidence and implications for managerial policy and investment analysis in Indonesia’s consumer goods sector.
Co-Authors Devani Ainun Pradiva Lilis Sulastri Neli Yuliyani Siti Rahayu Suhendi Supratman, Iman