This study aims to analyze the effect of tax planning, firm size, and financial distress on firm value in consumer non-cyclicals sector companies listed on the Indonesia Stock Exchange (IDX) during the 2021–2025 period. This study employs a quantitative approach using secondary data obtained from companies’ annual reports. The sample was determined using a purposive sampling technique based on predetermined criteria, resulting in 23 companies with 115 observations. Data analysis was conducted using EViews 13 through descriptive statistics, panel data regression model selection, classical assumption tests, coefficient of determination, F-test, and t-test. The results indicate that the Fixed Effect Model (FEM) is the most appropriate regression model. Partially, tax planning has no effect on firm value, while firm size has a negative and significant effect on firm value. Meanwhile, financial distress, as measured using the Altman Z''-Score, has a positive and significant effect on firm value. Simultaneously, tax planning, firm size, and financial distress have a significant effect on firm value. These findings indicate that firm characteristics and financial conditions are important factors that should be considered in enhancing firm value.
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