This research examines how PER, PBV, ROA, ROE, NPM, and DER influence stock returns in general insurance companies listed on the Indonesia Stock Exchange. This research also aims to test whether PER, PBV, ROA, ROE, NPM, and DER statistically influence stock returns in general insurance companies listed on the Indonesia Stock Exchange. This research uses quantitative methods. The population studied was five insurance companies registered on the IDX. A partial test using the t test shows that the Price Earning Ratio (PER) has no statistical effect on Stock Returns. Price Book Value (PBV) also has a small influence on stock returns. ROA and ROE have a statistically significant effect on stock returns. Stock returns are also influenced by Net Profit Margin (NPM). Lastly, the Debt Equity Ratio (DER) has no significant effect on stock returns. Simultaneous test (F Test) shows that Price Earning Ratio (PER), Price Book Value (PBV), Return On Assets (ROA), Return On Equity (ROE), Net Profit Margin (NPM), and Debt Equity Ratio (DER) collectively influence stock returns in insurance companies listed on the Indonesian Stock Exchange.

<p>Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran 4P seperti <em>Product, Price, Promotion, Place</em> terhadap Keputusan Pembelian pada UMKM. Metode penelitian ini menggunakan penelitian kuantitatif dengan analisis statistik deskriptif. Populasi penelitian ini adalah konsumen yang pernah membeli UMKM Donat Kentang Syifa di Setia Budi Kota Medan. Peneliti menggunakan teknik <em>non-probability sampling</em> dengan metode <em>accidental sampling</em>, menggunakan rumus Cochran dengan jumlah sampel sebanyak 99 responden. Lokasi penelitian di UMKM Donat Kentang Syifa Setia Budi Medan. Penelitian ini menemukan bahwa (1) Bauran pemasaran 4P berpengaruh signifikan secara simultan terhadap keputusan pembelian. (2) Produk berpengaruh positif terhadap keputusan pembelian pada UMKM Donat Kentang Syifa, Setia Budi. (3) Harga tidak berpengaruh terhadap keputusan pembelian pada UMKM Donat Kentang Syifa Setia Budi. (4) Promosi tidak berpengaruh terhadap keputusan pembelian pada UMKM Donat Kentang Syifa Setia Budi. (5) Tempat tidak berpengaruh terhadap keputusan pembelian pada UMKM Donat Kentang Syifa Setia Budi. Hal tersebut disebabkan konsumen mengabaikan Harga, Promosi, Tempat dari produk yang dikonsumsinya.</p><p><em>This study aims to determine the influence of the 4P marketing mix on Purchasing Decisions at MSMEs, such as Product, Price, Promotion, and Place. This research method uses quantitative research with descriptive statistical analysis. The population of this study was consumers who had purchased the Syifa Potato Donut UMKM in Setia Budi, Medan City. Researchers used a non-probability sampling technique with the Accidental Sampling method, using the Cochran formula with a total sample of 99 respondents. The research location is at the Syifa Setia Budi Potato Donuts MSME, Medan. This study found that (1) 4P Marketing mix has a significant effect simultaneously on purchasing decisions. (2) Product positively affects purchasing decisions at MSME Donut Potatoes Syifa, Setia Budi. (3) Price does not affect purchasing decisions at MSME Donut Potatoes Syifa, Setia Budi. (4) Promotion does not affect purchasing decisions at MSME Donut Potatoes Syifa, Setia Budi. (5) Place does not affect purchasing decisions at MSME Donut Potatoes Syifa, Setia Budi. Consumers OF Donut Potatoes Syifa ignore prices, promotions, and places of the products they consume.</em><em></em></p>