<![CDATA[The purpose of this study is to prove the effect of marketing activities on Non-Controlling Interest (NCI) expectations, namely dividends for NCI mediated by profitability and firm value. The data for this study are financial reports and stock prices of companies listed on the IDX 2020-2024 with a sample of 546 companies and observation data n = 2,730. Hypothesis testing uses Path Analysis. The results of the study indicate that marketing activities have a positive effect on the company's ability to meet NCI expectations, where profitability and firm value act as mediators of this influence. The results of the robustness test show results that are consistent with the hypothesis when testing the mediator of stock returns as a proxy for short-term NCI returns that pursue capital gains. The results of the additional test show that profitability and firm value are also mediators in the influence of marketing activities on the expectations of the owners of the parent entity. Originality of this study lies in the novelty of the model, specifically the mediating role of profitability and firm value in the relationship between marketing activities and non-controlling interest (NCI) expectations. The practical contribution of this research is to provide insights for marketing managers in formulating strategic policies aimed at meeting the expectations of all shareholders, including NCI.]]>
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