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.