Edhi Asmirantho and Muhamad Rizki S., Pakuan University, Indonesia. Page 1 THE EFFECT OF CAPITAL STRUCTURE, PROFITABILITY AND EXCHANGE RATE ON FIRM VALUE IN SUB SECTOR WHOLE SALE (DURABLE & NON DURABLE) GOODS GO PUBLIC IN INDONESIA Edhi Asmirantho, 1) Muhamad Rizki S. 2) 1) Management, Pakuan University, Indonesia 2) Management, Pakuan University, Indonesia. Correspondence: Edhi Asmirantho, Pakuan University, Bogor, Indonesia. E-mail : rantho.bs@gmail.com ABSTRACT : This study aimed to determine the effect of capital structure analysis, Profitability, and the exchange rate on the value of the company simultaneously / together. Analysis of capital structure was measured using a Total Debt to Total Assets Ratio (DAR) and the Total Debt to Total Equity Ratio (DER). Profitability is measured by Net Profit Margin (NPM) and Return on Assets (ROA). The exchange rate is measured by the change in the exchange rate against the dollar USA. Period of 5 years of research carried out during the year 2009-2013.The research design consisted of types, methods, and techniques of research. This type of research is verification, the method used is explanatory survey, and research techniques using inferential statistics. The analytical method used is quantitative analysis using analytical tools that multiple linear regression analysis. For multiple linear regression models obtained good then used classical assumption. Test classical assumptions used include normality test,, multicollinearity, heteroscedasticity test and autocorrelation test. The study states that: "The hypothesis testing using t test showed that the DAR, DER, and ROA and the exchange rate has no effect on the value of the company, but NPM t > t table (4,803 > 2,032) with significance 0.000 < 0.05 so the prediction effect on the value of NPM company (Price to Book Value) is true. While testing the hypothesis using the F test shows that the DAR, DER, NPM, ROA, and Exchange rate are simultaneously or jointly affect the value of the company (Price to Book Value), because the value of F count > F table (12 217> 2949) with a 0.000 significance < 0.05. The coefficient of determination (R Square) of 0642, or 64.2%. These results indicate that the variation Price to Book Value (PBV) can be explained by the value of the DAR, DER, NPM, ROA, and the exchange rate of 64.2% while the remaining 35.8% (100% - 64.2%) is explained by other variables not included in the model Here you are. Keywords: DAR, DER, NPM, ROA, Exchange Rate, and Price to Book Value. Background Research Indonesia is a developing country with economic competition level higher both nationally and internationally, It is seen by many foreign companies and domestic competing with the maximum expansion to compete competitively in the global trade and domestic market, according to Widodo (Vivanews, 12/06/2015) Competition is fierce and dynamic business now believed not only in excellence of goods and services, but also the quality of labor or human resources (HR). Whole sale (durable and non durable) goods business that have the potential for having a fairly high market demand. But to do business in this sector would really require a huge investment and management strategies that extra comprehensive, thus it can be said that in the course of its operations the company must raise a good source of funds from foreign investors and local investors and then do a combination of equity capital loan called the capital structure in order to face competition that extra competitive market with the aim of maximizing profits and welfare of investors. In this study, the research object to be studied is the capital structure, profitability, exchange rates and the value of the company at the company Sub sector Whole sale (durable and non durable) Goods in Indonesia 2009-2013 period. Explanatory survey conducted by the method of explaining the research data, research survey data will be explained by non-statistical tests and statistical tests as well as with the purpose of obtaining a useful research results, as well as equipped with