Penelitian ini bertujuan untuk mengetahui pengaruh return on equity, current ratio dan debt to equity ratio terhadap harga saham tahun 2017-2019. Populasi menggunakan 28 perusahaan, sedangkan sampel menggunakan 18 perusahaan pada perusahaan hotel, restoran dan pariwisata yang terdaftar di Bursa Efek Indonesia. Metode yang digunakan adalah regresi data panel. Berdasarkan hasil penelitian, secara parsial return on equity, current ratio dan debt to equity ratio berpengaruh signifikan terhadap harga saham. Pada penelitian ini menunjukkan bahwa return on equity yang tinggi mengindikasikan bahwa kinerja perusahaan sangat baik sehingga keuntungan investor menjadi meningkat, akhirnya tertarik menanamkan modalnya pada perusahaan akan berdampak pada naiknya harga saham. Sedangkan current ratio yang tinggi menunjukkan perusahaan mampu melunasi hutangnya dengan aktiva lancar, maka resiko likuidasi perusahaan semakin kecil dan resiko kerugian investor menjadi kecil pula, sehingga investor ingin menanamkan sahamnya pada perusahaan yang mempengaruhi kenaikan harga saham. Kemudian debt to equity ratio yang rendah menunjukkan bahwa keseluruhan kewajiban perusahaan lebih kecil dibandingkan dengan jumlah modal yang diperoleh dari investor, maka beban hutang perusahaan sangat rendah, maka laba perusahaan pun sangat tinggi, sehingga keuntungan investor menjadi meningkat dan mempengaruhi meningkatkanya harga saham.
Kata Kunci: Return On Equity, Current Ratio, Debt To Equity Ratio, Harga Saham
This study aims to analyze the effect of the marketing mix of traditional snacks on purchasing decisions. The research method uses multiple regression analysis. The population in this study is the millennial generation in Jakarta. While the sample amounted to 114 respondents. The results of the research partially all the variables of the marketing mix of traditional snacks consisting of product, price, place, promotion, physical facilities, people and processes have a significant effect on purchasing decisions. To reach a large market, traditional snacks must be followed by: (1) Good product quality includes appearance, variety, taste and texture; (2) Price affordability; (3) a strategic place to sell traditional snacks such as in traditional markets, cake shops, school canteens, and food stalls near homes; (4) Advertise traditional snacks on Instagram, Facebook and Twitter; (5) The cleanliness of the place to sell traditional snacks must be paid more attention (6) The service quality of people who sell traditional jayanan products must be better; (7) The processing of traditional snacks is modern so it takes a long time. The suggestion from this research is that the promotion of traditional snacks should be improved, especially in developing social media and traditional snacks innovations.
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