Pengaruh Merger dan Akuisisi terhadap Brand Value

Abstract

The purpose of this research is to find out and analyze the influence of marketing expense and brand portfolio diversity of the takeover companies on the takeover brand value of the company. The two variables were chosen because the brand of the company is a differentiator seen from the point of view of the community. The brand identity of the company as understood by the community is certainly communicated by the company in the form of marketing and from the company's portfolio brand. The sample used in this study are all companies that carry out mergers and acquisitions and are registered with the Business Competition Supervisory Commission and the Indonesia Stock Exchange from 2011 to 2013. The statistical significance test method is used in analyzing hypotheses related to the effect of merger and acquisition actions on brand value . The results of this study indicate that the takeover company with a high portfolio brand when conducting mergers and acquisitions will have a negative influence on the takeover company brand value.