Advertising is one of the most prominent marketing activity used by firms in Indonesian Food & Beverage sector due to its ability to help businesses communicate the value of their products. Compared to other industries, firms in Food & Beverage sector allocates huge amount of money for advertising
particularly in traditional media such as TV, newspaper, and magazine. Thus, this research aims to identify the impact of advertising expenditure towards the profitability of firms in Indonesian Food & Beverage sector. The research used multiple linear regression for data analysis with data drawn from the company's annual report and internal data. The dependent variable used is profitability (ROA) where as the independent variables are advertising expenditure (ADEX), along with five control variables in the form of financial performance indicators. The result shows ADEX and firm size to have significant impact towards the profitability of firms in Indonesian Food & Beverage sector. Further, it can be concluded that ADEX has simultaneous and individual impact towards the profitability of firms in this sector.

Creator(s)

• (34412051) ANITA CAROLINA
• (34412059) SILVI YUWONO

Contributor(s)

• Adelina Proboyo → Advisor 1
• Tessa Vanina Soetanto → Examination Committee 1

Publisher

Universitas Kristen Petra; 2016

Language

Indonesian

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Undergraduate Thesis No. 4010255IMAN/2016; Anita Carolina (34412051); Silvi Yuwono (34412059)

Subject(s)

• ADVERTISING-FOOD
• FOOD INDUSTRY AND TRADE-INDONESIA-STATISTICS

File(s)

• jiunkpe-is-s1-2016-34412051-36913-expenditure-cover.pdf
• jiunkpe-is-s1-2016-34412051-36913-expenditure-abstract_toc.pdf