The purpose of this research is to obtain empirical evidence regarding the effect of profitability, leverage, cash holding, and capital structure on firm value in non-cyclical consumer sector mainboard companies listed on the Indonesia Stock Exchange (IDX) for the 2019-2021 period. This study used 45 samples and 135 data from primary consumer primary companies which were selected using a purposive sampling technique. Research data was inputted and processed using the Eviews 12 program. The results showed that leverage has a negative effect on firm value and profitability, cash holding, and capital structure do not affect firm value. The implication of this research is that leverage has a negative effect on firm value as evaluated by investors.
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