ANALISIS RELEVANSI NILAI MEREK TERHADAP NILAI PERUSAHAAN DI INDONESIA
DOI:
https://doi.org/10.35837/subs.v4i1.1023Keywords:
merek, nilai merek, nilai perusahaan, industri barang konsumsiAbstract
Merek memiliki pengaruh penting bagi kegiatan usaha perusahaan. Salah satu isu yang belakangan muncul adalah terkait penilaian merek. Penelitian ini bertujuan untuk mengidentifikasi pengaruh nilai merek terhadap nilai perusahaan. Penelitian ini juga bertujuan untuk mengetahui pengaruh merek dari sektor industri barang konsumsi terhadap nilai perusahaan. Perusahaan yang menjadi sampel adalah perusahaan yang mereknya termasuk dalam artikel tahunan 100 merek dengan nilai tertinggi publikasi majalah SWA, kerja sama dengan Brand Finance. Hasil penelitian menunjukkan bahwa nilai merek berpengaruh signifikan terhadap nilai perusahaan di Indonesia. Selain itu, sektor industri barang konsumsi juga berpengaruh signifikan terhadap nilai perusahaan di Indonesia.References
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