Peran Strategi Diferensiasi dalam Pengaruh Belanja Iklan terhadap Nilai Perusahaan

Muhammad Hafizh Prayogo, Berto Mulia Wibawa
Submission Date: 2017-01-24 18:01:01
Accepted Date: 2017-03-17 10:28:10

Abstract


Pemilik perusahaan menginginkan nilai perusahaan yang tinggi karena nilai perusahaan yang tinggi mengindikasikan kemakmuran pemegang saham yang tinggi pula. Salah satu cara mengendalikan nilai perusahaan adalah dengan cara mengelola belanja iklan perusahaan. hal tersebut dikarenakan iklan mempunyai pengaruh langsung dan tidak langsung dalam pengambilan keputusan pembelian saham oleh investor. Namun, perusahaan kurang mengetahui mengenai variabel mediasai apa saja dalam pengaruh variabel belanja iklan terhadap variabel nilai perusahaan. Penelitian ini bertujuan untuk mencari tahu peran strategi diferensiasi sebagai variabel moderasi dalam pengaruh belanja iklan terhadap nilai perusahaan. Metode analisis data yang digunakan dalam penelitian ini adalah analisismoderated regression analysis (MRA). Objek amatan penelitian ini adalah perusahaan – perusahaan di Indonesia yang tercatat di Bursa Efek Indonesia. Hasil yang didapat dari penelitian ini adalah belanja iklan berpengaruh positif dan signifikan terhadap nilai perusahaan. strategi diferensiasi berpengaruh positif dan signifikan dalam pengaruh belanja iklan terhadap nilai perusahaan. Namun, terdapat perusahaan yang tidak perlu meningkatkan belanja iklan untuk meningkatkan nilai perusahaannya.

Keywords


Belanja Iklan; Nilai Perusahaan; Strategi Diferensiasi; Moderated Regression Analysis (MRA)

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