The Impact of Digital Promotion Costs and Production Cost Efficiency on the Profitability of PT Mayora Indah Tbk (2022–2025)

Tri Wulandari; Vera Amalia; Liona Efrina S; Eka Julianti Efris Saputri

doi:10.63922/ijebir.v5i05.5857

Tri Wulandari Adiwangsa University, Indonesia
Vera Amalia Adiwangsa University, Indonesia
Liona Efrina S Adiwangsa University, Indonesia
Eka Julianti Efris Saputri Adiwangsa University, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.5857

Keywords: Digital Promotion Costs; Production Cost Efficiency; Profitability; Return on Assets (ROA); PT Mayora Indah Tbk

Abstract

This study aims to examine the effect of digital promotion costs and production cost efficiency on the profitability of PT Mayora Indah Tbk during the 2022–2025 period. Profitability is measured using Return on Assets (ROA). This research employs a quantitative approach with descriptive and verificative methods. Secondary data were collected from the quarterly financial statements of PT Mayora Indah Tbk for the period 2022–2025, resulting in 16 observations selected through purposive sampling. Data were analyzed using Statistical Package for the Social Sciences (SPSS) version 26, including descriptive statistics, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The findings reveal that digital promotion costs and production cost efficiency have no significant partial effect on profitability, with significance values of 0.712 and 0.785, respectively (p > 0.05). Simultaneously, both variables also have no significant effect on profitability (F-test significance = 0.928, p > 0.05). The coefficient of determination (R²) of 0.011 indicates that the two independent variables explain only 1.1% of the variation in profitability, while the remaining 98.9% is influenced by other factors outside the research model. These findings suggest that digital promotion costs and production cost efficiency are not the primary determinants of PT Mayora Indah Tbk's profitability during the study period.

Keywords: Digital Promotion Costs, Production Cost Efficiency, Profitability, Return on Assets (ROA).

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