Marketing expenses can drove the financial performance of a company, but sometimes it was only a sunk cost. The sunk cost dilemma behavior can confuse a financial manager, confounding decisions about whether to invest in marketing. Thus, this study aimed to explain the relationship between marketing expenses and profitability. The research subjects were manufacturing firms listed on the Indonesia Stock Exchange between 2012 and 2016. The results showed that marketing-related research and development expenses, selling expenses, and operating cash flow had a significant positive relationship with return on assets (ROA) and return on equity (ROE). Moreover, lagged research and development expenses-specifically, expenses from the previous four years (RnDt-4)-had a significant effect on ROA and ROE. Leverage had a significant negative effect on ROA and ROE. On the other hand, firm size had no significant impact on profitability. The findings showed that marketing expenses were not a sunk cost; they were an investment that leads to good financial performance. Greater investments in marketing expected to entice consumers bought a company's products and created more profitability, leading to improved financial performance.
AbstrakBeban pemasaran dapat mempengaruhi kinerja keuangan perusahaan, tetapi kadangkala beban pemasaran hanya sekedar sunk cost. Dilema sunk cost behavior dapat membingungkan manajer keuangan ketika mengambil keputusan investasi yang terkait pemasaran. Penelitian ini bertujuan untuk menganalisa pengaruh beban pemasaran terhadap profitabilitas. Subyek penelitian ini adalah perusahaan manufaktur yang terdaftar di Bursa Efek Indonesia selama 2012 hingga 2016. Hasil penelitian menunjukkan bahwa beban research and development, beban penjualan, dan operating cash flow berpengaruh signifikan positif terhadap return on assets (ROA) dan return on equity (ROE). Selain itu, beban lagged research and development pada empat tahun sebelumnya (RnD t-4 ) berpengaruh signifikan terhadap ROA dan ROE. Leverage berpengaruh negatif signifikan terhadap ROA dan ROE. Sebaliknya, firm size tidak berpengaruh signifikan terhadap profitabilitas. Hasil penelitian ini menunjukkan bahwa beban pemasaran bukan sunk cost. Beban pemasaran dapat menjadi investasi untuk dapat menghasilkan kinerja keuangan yang baik. Investasi yang lebih besar terkait hal pemasaran diharapkan menarik konsumen untuk membeli produk perusahaan dan menciptakan keuntungan yang lebih banyak, yang mengarah pada peningkatan kinerja keuangan.