Ridwan, Rahmat Galih (2026) PENGARUH BOIKOT PRODUK PIZZA HUT TERHADAP NILAI PASAR PT.SARIMELATI KENCANA TBK. Diploma thesis, UNIVERSITAS ISLAM KALIMANTAN MAB BANJARMASIN.
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Abstract
ABSTRAK Rahmat Galih Ridwan, 2025, Pengaruh Boikot Produk Pizza Hut Terhadap Nilai Pasar PT. Sarimelati Kencana Tbk. Pembimbing I: Akhmad Samhudi, Pembimbing II : Siti Raesa Rizki Perdani Penelitian ini bertujuan untuk menganalisis dampak boikot terhadap nilai pasar PT Sarimelati Kencana Tbk (emiten PZZA), pemegang waralaba Pizza Hut diIndonesia. Rumusan masalah difokuskan pada tiga aspek: (1) pengaruh boikot terhadap struktur modal, likuiditas, dan risiko finansial, (2) hubungan penurunan nilai pasar saham dengan indikator fundamental seperti arus kas, profitabilitas, dan prospek pertumbuhan, serta (3) strategi manajemen keuangan untuk menjaga stabilitas dan memulihkan nilai pasar. Metode yang digunakan adalah deskriptif kuantitatif dengan data sekunder dari laporan keuangan, harga saham, dan kapitalisasi pasar periode 2022–2024. Teknik analisis mencakup rasio keuangan, korelasi Pearson, dan valuasi DCF. Hasil penelitian menunjukkan bahwa boikot berdampak signifikan terhadap penuruna likuiditas (CR turun ke 0,557), memburuknya profitabilitas (ROE -7%), dan penurunan nilai pasar hampir 90%. Meski arus kas operasional meningkat, perusahaan menghadapi tantangan keuangan serius. Strategi pemulihan meliputi efisiensi operasional, diversifikasi produk dan pendanaan, serta inisiatif ESG. Kesimpulannya, boikot berdampak nyata secara finansial dan reputasional, menuntut respons strategis jangka menengah hingga panjang. Kata Kunci : Dampak Boikot, Nilai Pasar, Pizza Hut. ABSTRACT Rahmat Galih Ridwan, 2025. The Impact of the Pizza Hut Product Boycott on the Market Value of PT Sarimelati Kencana Tbk Supervisor I: Akhmad Samhudi, Supervisor II: Siti Raesa Rizki Perdani This study aims to analyze the impact of the boycott on the market value of PT Sarimelati Kencana Tbk (ticker: PZZA), the master franchisee of Pizza Hut in Indonesia. The research focuses on three main issues: (1) the effect of the boycott as an external factor on capital structure, liquidity, and financial risk; (2) the relationship between the decline in market value and financial fundamentals such as cash flow, profitability, and long-term growth prospects; and (3) financial management strategies to maintain stability and recover market value. A descriptive quantitative method was employed, using secondary data from financial statements, stock prices, and market capitalization from 2022 to 2024. The analysis techniques include financial ratio analysis, Pearson correlation, and discounted cash flow (DCF) valuation. The findings indicate that the boycott significantly affected the company’s liquidity (current ratio fell to 0.557), profitability (ROE dropped to -7%), and market value (nearly 90% decrease). Although operational cash flow improved, the company faces severe financial challenges. Recovery strategies include operational efficiency, product and funding diversification, and ESG initiatives. In conclusion, the boycott had a substantial financial and reputational impact, requiring medium to long-term strategic responses. Keyword : Boycott Impact, Market Value, Pizza Hut.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Kata Kunci : Dampak Boikot, Nilai Pasar, Pizza Hut |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Depositing User: | Rahmat Galih Ridwan |
| Date Deposited: | 06 May 2026 05:27 |
| Last Modified: | 06 May 2026 05:27 |
| URI: | http://eprints.uniska-bjm.ac.id/id/eprint/35377 |
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