PENERAPAN CAPITAL ASSET PRICING MODEL DALAM PENGAMBILAN KEPUTUSAN INVESTASI PADA SAHAM SUBSEKTOR KOSMETIK DAN KEPERLUAN RUMAH TANGGA PERIODE 2021-2023 DI BURSA EFEK INDONESIA

This study aims to determine the stock return conditions of the Cosmetics and Household Needs Subsector during the 2021-2023 period using the Capital Asset Pricing Model method. This research uses a descriptive method with a quantitative approach. The data used in this study are historical in the form of daily closing price data. The data collection technique used in this research is through documentation obtained from historical reports available and published on the Indonesian Stock Exchange. The sampling technique used in this research is purposive sampling. Data analysis in this study used the Capital Asset Pricing Model (CAPM) method. The analysis results show undervalued stock and overvalued stocks. Investment decisions for undervalued stocks are advised to consider buying shares, while investment decisions for overvalued stocks are advised to consider selling these shares.