<![CDATA[This study aims to examine the effect of Debt to Equity Ratio and Gross Profit Margin on the stock prices of retail companies listed on the IDX during the 2019–2023 period. The research applies a quantitative method with a causal associative approach. Secondary data in the form of financial statements were obtained from 12 companies selected through purposive sampling. Data analysis was conducted using panel data regression with the Random Effects model via STATA. The results indicate that DER and GPM have a simultaneous effect on stock prices. Partially, only GPM has a positive influence. These findings emphasize the importance of profitability in investment decision-making within the retail sector. Abstrak Penelitian bertujuan menguji pengaruh debt to equity ratio dan gross profit margin terhadap harga saham perusahaan ritel yang terdaftar di Bursa Efek Indonesia pada periode 2019–2023. Penelitian menggunakan metode kuantitatif dengan pendekatan asosiatif kausal. Data sekunder berupa laporan keuangan diperoleh dari 12 perusahaan yang dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan regresi data panel dengan model Random Effects melalui STATA. Hasil penelitian menunjukkan DER serta GPM berpengaruh secara simultan terhadap harga saham. Secara parsial, hanya GPM yang berpengaruh positif. Temuan ini menegaskan pentingnya profitabilitas dalam pengambilan keputusan investasi di sektor ritel.]]>
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