PENGARUH LIKUIDITAS, LEVERAGE, DAN PROFITABILITAS TERHADAP RETURN SAHAM PERUSAHAAN KESEHATAN DAN KECANTIKAN YANG TERDAFTAR DI BURSA EFEK INDONESIA (BEI) PERIODE 2020–2024

This study aims to analyze the effect of liquidity, leverage, and profitability on stock returns in the health and beauty sector companies listed on the Indonesia Stock Exchange (IDX) for the period 2020-2024. This study uses a quantitative approach with multiple linear regression methods and purposive sampling techniques on 8 sample companies that meet the criteria over the five-year research period. The research results show that liquidity and leverage have a negative and significant effect on stock returns, while profitability has a positive but not significant effect. The three variables, simultaneously, have a significant impact on stock returns. These findings provide new insights that short-term financial stability and capital structure play important roles in determining the company's stock performance, but profitability is not necessarily the dominant factor in increasing stock returns. This research is important for investors and company management in considering sustainable financial strategies in a competitive sector sensitive to market dynamics.