This study aims to analyze the effect of Managerial Ownership and Debt to Asset Ratio (DAR) on Firm Value, and to examine the role of Return on Equity (ROE) as a moderating variable. The objects of this research are consumer goods industry companies listed on the Indonesia Stock Exchange (IDX) during the period from 2019 to 2023. The sample consists of 46 companies, selected using purposive sampling, totalling 230 observational data points. Data analysis was conducted using panel data regression and Moderated Regression Analysis (MRA) with EViews 12 software. The results show that, partially, managerial ownership does not have a significant effect on firm value, while DAR has a significant effect on firm value. Furthermore, ROE is not proven to moderate the effect of managerial ownership on firm value, but it does significantly moderate the relationship between DAR and firm value in a negative direction. The coefficient of determination (R²) is 0.1935, indicating that 19.35% of the variation in firm value can be explained by the variables in this model. Keywords:Managerial Ownership, Debt to Asset Ratio, Return On Equity, Firm Value, Moderated Regression Analysis. Penelitian ini bertujuan untuk menganalisis pengaruh Kepemilikan Manajerial dan Debt to Asset Ratio (DAR) terhadap Nilai Perusahaan, serta menguji peran Return On Equity (ROE) sebagai variabel moderasi. Objek penelitian adalah Perusahaan Industri Barang Konsumsi yang terdaftar di Bursa Efek Indonesia (BEI) periode 2019-2023. Sampel penelitian sebanyak 46 perusahaan dengan metode purposive sampling total 230 data observasi. Analisis data dilakukan dengan menggunakan regresi data panel dan Moderated Regression Analysis (MRA) dengan alat pengujian EViews12. Hasil penelitian menunjukkan bahwa secara parsial, kepemilikan manajerial tidak berpengaruh signifikan terhadap nilai perusahaan, sedangkan DAR berpengaruh signifikan terhadap nilai perusahaan. Selain itu, ROE terbukti tidak dapat memoderasi pengaruh kepemilikan manajerial terhadap nilai perusahaan, tetapi dapat memoderasi secara signifikan hubungan antara DAR dan nilai perusahaan dengan arah negatif. Nilai koefisien determinasi (R2) sebesar 0,1935 yang mengindikasikan bahwa 19,35% nilai perusahaan dapat dijelakan oleh variabel-variabel dalam model ini. Kata kunci : Kepemilikan Manajerial, Debt to Asset Ratio, Return On Equity, Nilai Perusahaan, Moderated Regression Analysis.
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