ANALYSIS OF THE EFFECT OF SALES GROWTH ON NET PROFIT GROWTH OF PT. MARTINA BERTO, TBK 2016-2024 PERIOD

Abstract

This study investigates the relationship between sales growth and net profit growth of PT Martina Berto, Tbk over the period 2016–2024. As a key player in Indonesia’s cosmetics and personal care industry, the company has faced various market challenges, including shifting consumer preferences, competitive pressures, and macroeconomic fluctuations, all of which have influenced its financial performance. Using a descriptive approach, this research draws on publicly available annual financial statements to examine year-on-year trends in sales and net profit. The analysis focuses on identifying patterns, inconsistencies, and potential contributing factors that may explain the divergence or alignment between revenue expansion and profitability outcomes. Although sales growth is often perceived as a positive indicator of business success, this study reveals that it does not consistently translate into proportional net profit growth. Operational efficiency, cost management, marketing effectiveness, and external economic conditions are among the key variables that may moderate this relationship.