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Firm Value as An Intervening Variable in The Relationship Between Return on Equity and Stock Price: Evidence from Cosmetics and Household Goods Companies

Fluctuating stock prices encourage investors to rely on fundamental analysis, particularly profitability indicators such as Return on Equity (ROE), in making investment decisions. ROE reflects a company’s ability to generate profit from shareholders’ equity and may influence firm value, commonly proxied by Price-to-Boo...