THE EFFECT OF BRAND EQUITY ON CASH FLOW, FINANCIAL PERFORMANCE AND COMPANY VALUE IN INDONESIA
This study aims to measure the effect of brand equity on cash flow, financial performance and firm value. Researchers took 75 companies listed on the Indonesia Stock Exchange in 2015-2019 according to the established categories. Analysis of research data used the SPSS 22 application, in which this analysis could measure the influence of the variables studied, because with this analysis it could be continued to a sharper analysis using PLS in the preparation of the dissertation. This study concludes that "Brand Equity" which consists of Brand Value, Prestige Driver, Loyalty Driver, and Extention Driver has a significant influence on cash flow, but does not have an effect on financial performance and company value, this is novelty from the results of the study conducted by researchers. Brand equity clearly has a big impact on the company in carrying out distribution activities as well as selling the company's products. The role of brand equity is clearly very important to grow, expand, strengthen and compete with other competitors who have similar products, this of course has an impact or influence on cash flow or known as cash flows.
Brand Equity, Prestige Driver, Loyalty Driver, Extension Driver Cash Flow, Financial Performance, Firm Value