Pengaruh Profitabilitas dan Keputusan Investasi Terhadap Nilai Perusahaan dengan Ukuran Perusahaan Sebagai Variabel Moderasi Pada Perusahaan Sub Sektor Ritel yang Terdaftar di BEI

This research aimed to analyze the effect of profitability (ROA) and investment decisions (PER) on firm value (PBV), with firm size (SIZE) as a moderating vari-able in retail sub-sector companies listed on the Indonesia Stock Exchange (IDX). The population in this study was retail sub-sector companies listed on the Indonesia Stock Exchange (IDX) in 2021-2024. Moreover, the data collection technique used purposive sampling, in which the sample was based on 3 criteria given. In line with, there were 17 companies as sample with 68 data. Furthermore, the research was quantitative. Additionally, the data analysis techniqu used multiple linear regression with SPSS. The results of this study indi-cate that profitability has a positive effect on firm value, investment decisions have a positive effect on firm value, firm size weakens the effect of profitability on firm value, and firm size strengthens the effect of investment decisions on firm value.
Keywords: profitability, investment decisions, firm value, firm size