This study examines the effect of tunneling incentive and bonus mechanism on transfer pricing, with tax minimization as a moderating variable, in consumer non-cyclicals companies listed on the Indonesia Stock Exchange during 2021-2025. A quantitative approach was used with secondary data obtained from annual financial reports. Using purposive sampling, 20 companies met the criteria, producing 100 firm-year observations analyzed through panel data regression and Moderated Regression Analysis (MRA) with EViews 12. The Random Effect Model was selected as the best estimation model. The results of the F test show that tunneling incentive and bonus mechanism simultaneously have a significant effect on transfer pricing. The t test results indicate that tunneling incentive has a positive and significant partial effect on transfer pricing, while bonus mechanism has no significant partial effect. These findings suggest that transfer pricing decisions in consumer non-cyclicals firms are driven more by controlling shareholders' interests than by management bonus schemes.
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