Every company that is established must have a goal to prosper every owner and company to continue running (going concern), including retail companies. Entering the digital era, retail companies are required to be able to innovate with current development so that shopping becomes easier with the presence of online retail store. The purpose of this study was to investigate the effect of capital structure, profitability, institutional ownership and liquidity on firm value. Currently there are 25 companies that have listed their shares on the Indonesia Stock Exchange from 2011 to 2017. The purposive sampling technique was used to take research samples so that 106 data were collected into research samples. The result that the capital structure and institutional ownership did not affect the firm's value, profitability has a positive effect on firm value while liquidity has a negative effect on firm value.
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Hıdayah et al. (2019) studied this question.