<![CDATA[The high level of competition and distinctive operational characteristics of companies in the consumer cyclicals retail trade subsector make liquidity management one of the determining factors in maintaining corporate profitability. This study aims to examine the effects of the Cash Ratio and Quick Ratio, both partially and simultaneously, on Return on Assets (ROA) among companies in the consumer cyclicals retail trade subsector listed on the Indonesia Stock Exchange during the 2020–2024 period. The study employs an associative quantitative approach using secondary data in the form of annual financial statements. Based on the purposive sampling technique, seven companies were selected as the sample, resulting in a total of 35 observations over five years of observation. The data were analyzed using multiple linear regression with the assistance of SPSS version 25. The results show that the Cash Ratio has a positive and significant effect on ROA partially, while the Quick Ratio does not have a significant effect. Simultaneously, both variables have a significant effect on ROA, with a contribution of 14.8 percent, while the remainder is influenced by other factors outside the research model. These findings indicate that the Cash Ratio is more relevant as a liquidity indicator in explaining corporate profitability in this subsector.]]>
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