Dampak Penutupan Merek Dagang Giant Terhadap Harga Wajar Saham Sebagai Dasar Keputusan Investasi PT Hero Supermarket Tbk Periode 2020-2021

Pramana, Yogi (2022) Dampak Penutupan Merek Dagang Giant Terhadap Harga Wajar Saham Sebagai Dasar Keputusan Investasi PT Hero Supermarket Tbk Periode 2020-2021. KTTA thesis, Politeknik Keuangan Negara STAN.

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Abstract

Industri ritel, baik di dunia internasional maupun di Indonesia, saat ini mengalami penurunan penjualan yang mengakibatkan penutupan sejumlah besar toko. Penjualan perusahaan ritel Indonesia cenderung menurun setiap tahunnya dan hal tersebut tidak hanya terjadi pada satu perusahaan melainkan pada beberapa perusahaan. Baru - baru ini salah satu merek dagang yang dimiliki oleh PT Hero Supermarket Tbk yaitu Giant resmi berhenti beroperasi pada 31 Juli 2021. Hal ini memberikan sentimen negatif kepada perusahaan karena Giant adalah salah satu sumber pendapatan dari perusahaan dan ditambah lagi Giant adalah pelopor perusahaan ritel di Indonesia. Namun, jika dilihat dari harga saham perusahaan setelah penutupan, harga saham perusahaan tidak turun secara signifikan dan cenderung stabil. Tujuan Dari penelitian ini adalah untuk mengetahui apakah penutupan merek dagang Giant berpengaruh terhadap harga wajar saham perusahaan untuk digunakan dalam mengambil keputusan investasi di PT Hero Supermarket Tbk. Penelitian ini menggunakan metode kuantitatif dengan pendekatan PBV untuk mencari harga wajar saham perusahaan. Data diambil dari laporan keuangan perusahaan sebelum dan setelah penutupan merek dagang Giant dan menggunakan uji beda untuk mengetahui apakah penutupan merek dagang Giant berpengaruh terhadap perubahan harga wajar saham perusahaan. Hasil penelitian ini menunjukan meski merek dagang Giant berhenti beroperasi tidak berpengaruh signifikan terhadap harga wajar saham PT Hero Supermarket Tbk./ The retail industry, both internationally and in Indonesia, is currently experiencing a decline in sales which has resulted in the closure of a large number of stores. Sales of Indonesian retail companies tend to decline every year and this does not only happen to one company but to several companies. Recently, one of the trademarks owned by PT Hero Supermarket Tbk, namely Giant officially stopped operating on July 31, 2021. This gave a negative sentiment to the company because Giant is one of the sources of revenue for the company and in addition, Giant is a pioneer of retail companies in Indonesia. However, when viewed from the company's stock price after closing, the company's stock price did not decrease significantly and tended to be stable. The purpose of this study is to determine whether the closing of the Giant trademark has an effect on the fair price of the company's shares to be used in making investment decisions at PT Hero Supermarket Tbk. This study uses a quantitative method with a PBV approach to find the fair price of the company's shares. The data is taken from the company's financial statements before and after the closing of the Giant trademark and using a different test to determine whether the closing of the Giant trademark has an effect on changes in the fair price of the company's shares. The results of this study show that even though the Giant trademark ceases to operate, it has no significant effect on the fair price of PT Hero Supermarket Tbk's shares.

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