Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK)

From Systemic Theory to Causal Evidence: Process Tracing as a Methodological Bridge for Integrated Reality Theory (IRT)

2026-08-16T09:49:54+00:00

Integrated Reality Theory (IRT) provides a comprehensive systemic framework for analyzing development and organizational dynamics through five fundamental variables: Energy (E), Information (I), Entropy (S), Consciousness (C), and Evolution (ν). However, as a macro-level theory, IRT faces challenges in empirical operationalization, particularly in demonstrating and validating its proposed causal mechanisms. This study aims to develop a methodological framework that integrates process tracing as a bridge between IRT's systemic propositions and evidence-based causal inference. The research employs a qualitative conceptual approach based on an extensive literature review combined with methodological analysis using the Bayesian Process Tracing framework. The analytical procedure involves identifying the causal signature associated with each IRT mechanism and evaluating empirical evidence through four complementary inferential tests: straw-in-the-wind, hoop test, smoking gun, and doubly decisive test. The findings indicate that integrating IRT with process tracing produces a systematic causal diagnostic protocol consisting of five key stages: mechanism identification, empirical indicator specification, evidence classification according to inferential strength, Bayesian probability updating, and evidence-based policy formulation. Conceptually, the framework enables all five IRT variables to be operationalized into observable empirical indicators, thereby enhancing the theory's testability, falsifiability, and explanatory power. A typological illustration using the Indonesia Emas 2045 development agenda demonstrates that this integrated framework provides a more comprehensive explanation of causal relationships among development factors than conventional linear approaches. The study contributes to advancing IRT from a predominantly conceptual framework into an empirically testable scientific theory, offering a robust methodological foundation for future research in development studies, public policy, organizational analysis, and other complex social systems.

Pengaruh Tren Clean Beauty Terhadap Minat Beli Produk Sumia Skin Clinic di Bandar Lampung

2026-08-16T09:49:54+00:00

Pergeseran paradigma konsumsi di industri kecantikan mendorong meningkatnya perhatian konsumen terhadap aspek keamanan bahan, transparansi formulasi, dan keberlanjutan lingkungan yang terangkum dalam gerakan clean beauty. Penelitian ini bertujuan untuk menganalisis pengaruh tren clean beauty terhadap minat beli produk perawatan kulit (skincare) pada Sumia Skin Clinic di Bandar Lampung. Jenis penelitian ini adalah kuantitatif deskriptif dengan metode analisis Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM) menggunakan bantuan peranti lunak SmartPLS 3.0. Data dikumpulkan melalui penyebaran kuesioner kepada konsumen Sumia Skin Clinic di Bandar Lampung dengan jumlah responden sebanyak 100 orang. Hasil pengujian model struktural menunjukkan bahwa tren clean beauty berpengaruh positif dan signifikan terhadap minat beli konsumen dengan koefisien jalur (path coefficient) sebesar 0,590, nilai t-statistic sebesar 8,553 (> 1,96), dan p-value sebesar 0,000 (< 0,05). Nilai R-Square sebesar 0,348 mengindikasikan bahwa variabel tren clean beauty mampu menjelaskan variasi minat beli sebesar 34,8%, sedangkan sisanya sebesar 65,2% dijelaskan oleh faktor-faktor lain di luar model penelitian ini. Implikasi praktis dari penelitian ini menekankan pentingnya klinik kecantikan lokal untuk memperkuat komunikasi pemasaran berbasis transparansi kandungan produk, sertifikasi halal, dan formulasi alami demi mengoptimalkan minat beli konsumen secara berkelanjutan.

Strategi Transformasi Badan Usaha Milik Desa Berbasis Kinerja Dalam Penguatan Ekonomi Perdesaan Berkelanjutan

2026-08-16T09:49:53+00:00

Although the number of Village Owned Enterprises (BUMDes) has increased significantly, their contribution to rural economic development remains limited because existing supervision emphasizes administrative compliance rather than organizational performance. This study aims to formulate a performance-based transformation strategy to strengthen the productivity, accountability, and sustainability of BUMDes. A qualitative policy analysis approach was employed by reviewing regulations, literature, and secondary data, complemented by the Urgency Seriousness Growth (USG) analysis, root cause analysis, and Bardach's policy evaluation framework. The findings reveal that the weak performance of BUMDes stems from three interrelated factors: the absence of a national performance based regulatory framework, fragmented performance information systems, and limited institutional capacity and managerial competence. The recommended policy option is a comprehensive systemic reform consisting of the implementation of a Key Performance Indicator (KPI) based governance framework, the development of the SIAB-DESA integrated performance information system, competency standardization for BUMDes managers, and performance-based incentive and disincentive mechanisms. These reforms are expected to shift BUMDes governance from an administrative compliance approach to results oriented management, enabling BUMDes to become professional, productive, and sustainable drivers of rural economic development.

Performance of Pradhan Mantri Fasal Bima Yojana (PMFBY) in Tamil Nadu, India during the Rabi Season: A Time-Series Analysis

2026-08-27T09:50:56+00:00

The Pradhan Mantri Fasal Bima Yojana (PMFBY) is an agricultural risk-management programme that seeks to protect farmers financially against crop losses. This study assesses the performance of PMFBY in Tamil Nadu during the Rabi season from 2018 to 2025 using state-level administrative data. It considers farmer participation, insurance coverage, premium contributions, claim settlement and the distribution of applicants across social and farmer categories. Participation rose considerably until 2022, when the number of applicants reached 61.42 lakh, before falling in the following years. Non-loanee applicants remained the largest participant group throughout the period and accounted for 92.40 per cent of applicants in 2025. The insured area rose from 1,374.52 thousand hectares in 2018 to 1,541.43 thousand hectares in 2022, its highest level during the period, while the sum insured was highest in 2021 at ₹9,98,426.80 lakh. Premium contributions also reached their highest level in 2022 at ₹2,96,624.23 lakh and then fell markedly in the following years. Claim settlement showed substantial variation, with the claim ratio standing at 30.03 per cent in 2018 and 27.60 per cent in 2020 before falling to 2.08 per cent in 2025. Applicants were concentrated mainly in the OBC and General categories, while small farmers formed the largest group among the farmer categories. A paired sample t-test gave a p-value of 0.105, showing no statistically significant difference between total premium collected and total claims paid during the study period. PMFBY maintained substantial insurance coverage in Tamil Nadu, although participation, premium mobilisation and claim settlement varied considerably from year to year during the Rabi season.

Consumer Purchasing Behaviour towards Iron and Steel Materials: A Study of Individual Users in Tiruchirappalli Corporation, Tamil Nadu

2026-09-01T09:51:52+00:00

The iron and steel industry is closely connected with construction and infrastructure development, with individual users forming an important consumer segment. This study examines the purchasing behaviour, brand preferences and quality considerations of individual users of iron and steel materials in Tiruchirappalli Corporation, Tamil Nadu. Primary data were collected from 110 respondents through a structured questionnaire using simple random sampling. Frequency and percentage analysis were used to examine the demographic characteristics and purchasing practices of the respondents. The Chi-square Goodness-of-Fit Test was used to assess differences in brand preferences, while quality attributes were examined based on the level of consideration given by respondents. Residential use was the main purpose of purchasing iron and steel materials, reported by 95.5 per cent of respondents. Own information and advertisements were the most commonly used sources of information, reported by 96.4 per cent and 95.5 per cent of respondents, respectively, while 80.0 per cent relied on the internet. JINDAL was the most preferred company, followed by JSW, SAIL and VISA. The Chi-square test showed a statistically significant difference in brand preferences (χ² = 28.184, df = 9, p = 0.00089). Among the quality attributes, strength received the highest level of consideration, followed by durability and corrosion resistance. The findings show that product performance, access to information and brand positioning are relevant to understanding purchasing behaviour in the iron and steel market.

Do Agriculture Input Resources Contribute to Agriculture GDP of India – An Empirical Analysis

2026-09-05T09:52:27+00:00

This study analyses secondary data from 1990 - 2024 to analyse the relationship between agricultural inputs and agricultural Gross Domestic Product growth rate in the Indian Economy by using a Multiple Regression Analysis. Agricultural GDP growth rate is used as the dependent variable, and net irrigated area, fertilisers, electricity, rainfall and institutional credit are taken as independent variables. The study finds that variables like fertilisers, rainfall and institutional credit are not statistically significant, which means they do not have a significant impact on agricultural GDP during the data period. The study further reveals that variables like net irrigated area and electricity are statistically significant, and these variables have a significant impact on agricultural GDP during the study period. To promote GDP growth, the focus should be on improving input use efficiency through precision farming, stabilising critical inputs, and implementing risk management strategies. Policymakers should promote modern farming techniques like hydroponics & aeroponics, micro-irrigation, polyhouse & greenhouse automation, and vertical farming.

Gender Differences in Labour Force Participation and Employment in India: An ILOSTAT-Based Analysis

2026-09-10T09:52:52+00:00

This study examines gender differences in labour-force participation and employment in India over the period 2015–2024, drawing on annual data from the International Labour Organization’s ILOSTAT database and ILO Modelled Estimates (ILOEST). It considers female, male and total labour-force participation rates, employment-to-population ratios, unemployment rates and youth unemployment to trace changes in India’s labour-market outcomes across the study period. A descriptive and analytical research design is employed, using trend analysis, descriptive statistics and a paired-samples t-test. The results show a notable rise in female labour-force participation, from 26.58% in 2015 to 32.42% in 2024, although male participation continued to remain considerably higher. As a result, the gender gap in labour-force participation narrowed from 51.46 to 45.17 percentage points. Female employment-to-population ratio likewise rose from 24.54% to 31.09%, but the employment gap between women and men remained substantial. By 2024, however, female and male unemployment rates had moved relatively close to each other. Youth unemployment also fell markedly, declining from 24.96% in 2015 to 15.75% in 2024, though it remained considerably above the overall unemployment rate. The paired-samples t-test yielded a t-value of 70.085 with 9 degrees of freedom and a p-value below 0.001, resulting in the rejection of the null hypothesis. The study concludes that women’s participation in the labour market and their employment outcomes have improved, but considerable gender disparities persist, particularly in labour-force participation and employment.

Perceived Organizational Support (POS) on Millennial Employee Retention: A Systematic Literature Review

2026-10-19T09:46:08+00:00

The global population’s evolution has significantly enhanced the millennial generation’s prominence in the workforce. Millennial generation, characterized by high job mobility and evolving work expectations. This study aims to synthesize empirical evidence on the role of perceived organizational support (POS) in enhancing employee retention among millennial employees. A systematic literature review (SLR) approach was employed following PRISMA guidelines, analyzing 25 peer-reviewed articles retrieved from the Scopus database. The findings indicate that POS has a consistent and significant positive effect on employee retention, reflected in increased intention to stay and reduced turnover intention. Furthermore, the relationship between POS and retention is predominantly indirect, operating through key mediating variables such as organizational commitment, job satisfaction, employee engagement, and well-being. POS also functions as a moderating factor that buffers the negative effects of adverse work conditions and strengthens the impact of favorable work environments on retention outcomes.In addition, POS is shaped by several organizational antecedents, including leadership, human resource management practices, compensation systems, and organizational environment.This study highlights the multifaceted role of POS as a determinant, a psychological mechanism, and an outcome of organizational practices in influencing millennial employee retention, providing both theoretical and practical implications for organizations in developing effective retention strategies.

Pengaruh Upah Minimum, PDRB Per Kapita, dan Jumlah Industri terhadap Penyerapan Tenaga Kerja di Provinsi Jawa Tengah (2021-2025)

2026-10-03T09:54:49+00:00

Employment absorption is an important indicator of regional economic development as it reflects the economy’s ability to create job opportunities and reduce unemployment. However, economic growth does not always lead to a proportional increase in employment, resulting in the phenomenon of jobless growth. This study aims to analyze the effects of minimum wage, Gross Regional Domestic Product (GRDP) per capita, and the number of industries on employment absorption in Central Java Province during the 2021–2025 period. The research employs a quantitative approach with an explanatory research design and panel data methodology, combining time-series and cross-sectional data from 35 regencies and municipalities in Central Java. Secondary data were obtained from the Central Statistics Agency and analyzed using panel data regression with EViews
software. The findings reveal that the minimum wage has a positive and statistically significant effect on employment absorption (t = 8.097975; p < 0.05), while GRDP per capita (t = 1.568907; p > 0.05) and the number of industries (t = 1.034356; p > 0.05) do not have significant partial effects. Simultaneously, all independent variables significantly influence employment absorption (F = 51.82890; p < 0.05), with an Adjusted R² value of 46.70%. These results indicate that minimum wage policies play a more substantial role in promoting employment absorption than economic growth and industrial expansion. Furthermore, the findings suggest that economic growth and industrial development in Central Java have not yet been fully inclusive in generating employment opportunities. Therefore, local governments should implement policies that emphasize labor-intensive sector development, human capital improvement, and stronger linkages between industrial investment and job creation.

Pengaruh Digital Literasi, Komitmen Organisasi, dan Leadership Style Terhadap Kinerja Pegawai Kantor Pos Galang

2026-10-04T09:54:52+00:00

This study analyzes the influence of Digital Literacy, Organizational Commitment, and Leadership Style on Employee Performance at the Galang Post Office. A quantitative survey approach was employed. The population comprised all employees of the Galang Post Office, and saturated sampling was used so that all 40 employees participated as respondents. Data were collected through a Likert-scale questionnaire, observation, and documentation. Data analysis was performed using SPSS version 29.0 and included validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination. The results show that Digital Literacy has a positive and significant effect on Employee Performance (t = 4.088; p < 0.001). Organizational Commitment also has a positive and significant effect (t = 3.142; p = 0.003). Leadership Style has a positive and significant effect (t = 5.176; p < 0.001) and is the most dominant predictor. Simultaneously, Digital Literacy, Organizational Commitment, and Leadership Style significantly affect Employee Performance (F = 26.404; p < 0.001). The R Square value of 0.688 indicates that the model explains 68.8% of the variance in Employee Performance, while the remaining 31.2% is explained by factors outside the model.

Pengaruh Organizational Citizenship Behavior (OCB), Employee Engagement, dan Etos Kerja Terhadap Kinerja Karyawan pada CV Saudara Mitra Sukses Foods Desa Dagang Klambir Kecamatan Tanjung Morawa

2026-10-04T09:54:51+00:00

This study analyzes the influence of Organizational Citizenship Behavior (OCB), Employee Engagement, and Work Ethic on Employee Performance at CV Saudara Mitra Sukses Foods, Dagang Klambir Village, Tanjung Morawa District. A quantitative associative approach was employed. The population consisted of 185 employees and 127 respondents were selected using the Slovin formula and simple random sampling. Data were collected through questionnaires and documentation and analyzed using SPSS version 29.0, including validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination. The results show that OCB has a positive and significant effect on Employee Performance (t = 6.835; p < 0.001). Employee Engagement also has a positive and significant effect (t = 4.346; p < 0.001), while Work Ethic has a positive and significant effect (t = 7.260; p < 0.001). Simultaneously, the three variables significantly affect Employee Performance (F = 66.419; p < 0.001). The R Square value of 0.618 indicates that the model explains 61.8% of the variation in Employee Performance, while the remaining 38.2% is influenced by factors outside the research model.

Pengaruh Konten Marketing, Promo Diskon Harga Dan Jaminan Terhadap Keputusan Penggunaan Jasa Salon Mobil Budi Autodetailing Katamso Medan

2026-10-13T06:36:27+00:00

This study aims to determine and analyze the influence of Marketing Content, Price Discount Promos, and
Guarantees on the Decision to Use Budi Autodetailing services. The research method used is a quantitative method.
The population in this study were all Budi Autodetailing consumers, with a sample of 110 respondents. Data
collection was carried out through distributing questionnaires, while data analysis used validity tests, reliability
tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of
determination with the help of the SPSS program. The results showed that partially Marketing Content had a
positive and significant effect on the Decision to Use with a calculated t value of 5.614 greater than the t table of
1.982 and a significance of 0.000 <0.05. Price Discount Promos had a positive and significant effect on the
Decision to Use with a calculated t value of 2.613 greater than the t table of 1.982 and a significance of 0.010
<0.05. Guarantee has a positive and significant effect on the Decision to Use with a calculated t value of 2.863
greater than the t table of 1.982 and a significance of 0.005 <0.05. Simultaneously, Marketing Content, Price
Discount Promos, and Guarantees have a positive and significant effect on the Decision to Use, as evidenced by
the calculated F value of 35.648 greater than the F table of 2.69 with a significance level of 0.000 <0.05. The
results of the coefficient of determination show an R Square value of 0.502, which means that 50.2% of the
variation in the Decision to Use can be explained by the variables Marketing Content, Price Discount Promos, and Guarantees, while the remaining 49.8% is explained by other variables outside the study.

Pengaruh Varian Produk, Personal Preference Dan Harga Terhadap Keputusan Pembelian di RM Sambalado

2026-10-13T09:55:25+00:00

This study aims to determine and analyze the influence of Product Variants, Personal Preferences, and Prices on Purchasing Decisions at RM Sambalado. The research method used is a quantitative method. The population in this study were all consumers of RM Sambalado, with a sample of 93 respondents obtained using a purposive sampling technique. Data collection was carried out through distributing questionnaires with a Likert scale. Data analysis used multiple linear regression. The results of the study indicate that partially Product Variants have a positive and significant effect on Purchasing Decisions with a t-count value of 2.682> t-table 1.986 and a significance value of 0.009 <0.05. Personal Preference has a positive and significant effect on Purchasing Decisions with a t-count value of 6.030> t-table 1.986 and a significance value of 0.000 <0.05. Price has a positive and significant effect on Purchasing Decisions with a t-count value of 3.359> t-table 1.986 and a significance value of 0.001 <0.05. Simultaneously, Product Variant, Personal Preference, and Price have a positive and significant effect on Purchasing Decisions with an F-count value of 111.180> F-table 2.71 and a significance value of 0.000 <0.05. The results of the determination coefficient test show an R Square value of 0.789, which means that 78.9% of the variation in Purchasing Decisions can be explained by Product Variant, Personal Preference, and Price, while the remaining 21.1% is explained by other variables outside the study.

Pengaruh Potongan Harga, Ketersediaan Barang dan Kemudahan Transaksi Terhadap Keputusan Pembelian di E-Commerce Tokopedia (Studi Kasus Masyarakat Medan Tuntungan Kota Medan)

2026-10-19T09:45:23+00:00

This study aims to examine and analyze the influence of price discounts, product availability, and transaction convenience on purchasing decisions among Tokopedia users. A quantitative research method was employed. The study population consisted of Tokopedia users, with a sample of 100 respondents selected using purposive sampling. Data were collected via questionnaires and analyzed using multiple linear regression. The results indicate that price discounts have a positive and significant partial effect on purchasing decisions, with a calculated t-value of 4.693 (exceeding the t-table value of 1.986) and a significance level of 0.000 (< 0.05). Product availability also has a positive and significant effect on purchasing decisions, with a calculated t-value of 2.803 (exceeding the t-table value of 1.986) and a significance level of 0.006 (< 0.05). Similarly, transaction convenience has a positive and significant effect on purchasing decisions, with a calculated t-value of 2.898 (exceeding the t-table value of 1.986) and a significance level of 0.005 (< 0.05). Furthermore, price discounts, product availability, and transaction convenience simultaneously exert a positive and significant influence on purchasing decisions, with a calculated F-value of 66.434 (exceeding the F-table value of 2.70) and a significance level of 0.000 (< 0.05). An R-value of 0.822 indicates a very strong relationship between the independent variables and the dependent variable, while the coefficient of determination (R²) of 0.675 shows that 67.5% of the variation in purchasing decisions can be explained by price discounts, product availability, and transaction convenience, with the remaining 32.5% explained by variables outside the scope of this study.

Pengaruh Daya Tarik Iklan dan Content Marketing Terhadap Brand Awareness

2026-10-20T01:47:04+00:00

In the realm of digital marketing and the era of Digital Synergy 5.0, building Brand Awarenessis crucial, as it influences business continuity and consumer decision-making. This study aims to qualitatively examine, analyze, and synthesize how advertising appeal and Content Marketing influence the formation of brand awareness. A qualitative approach—utilizing descriptive analysis and a systematic literature review—was employed. The analysis reveals that both advertising appeal and Content Marketing exert a positive and significant influence on strengthening Brand Awarenesswhen combined. Individually, Content Marketing is shown to have a strong and significant impact across the literature, both directly and through mediating factors such as customer engagement. Conversely, the effectiveness of advertising appeal is heavily influenced by compelling message delivery, high-quality visuals, and supporting elements such as celebrities or influencers. These qualitative findings offer theoretical contributions to the field of marketing and provide practical guidance for business owners in crafting branding strategies that adapt to digital advancements.

Pengaruh Social Media Marketing dan Customer Satisfaction Terhadap Customer Retention

2026-10-20T09:56:23+00:00

Current business competition is quite fierce, especially in the retail and food & beverage (F&B) sectors, so companies must shift their focus from merely seeking new customers to strategies for retaining existing ones. The cost of acquiring customers is significantly higher than the cost of maintaining customer relationships, making retention the primary foundation for long-term profitability. This qualitative review research aims to analyze, synthesize, and evaluate in-depth the impact of social media marketing (SMM) and customer satisfaction (CS) on customer retention (CR), based previously published academic articles. The research method employs a qualitative descriptive analytical approach with a literature review technique. The findings indicate that customer satisfaction functions as the primary and most stable factor driving customers' desire to repurchase and continue using the service or product. Meanwhile, Social Media Marketing helps increase user engagement, create attractive visual impressions, and effectively raise brand awareness. However, the direct impact of SMM on customer retention is often only a small portion or not very significant, without being supported by the formation of customer satisfaction and customer value, which act as mediating or moderating variables. The practical implications of this review encourage marketers to integrate interactive social media marketing strategies with improved service quality,To maintain customers sustainably.

Scale Development and Measurement Model of Behavioural Biases, Financial Capabilities, and Investment Decisions - A Study of IT Sector Employees in Bengaluru City

2026-10-26T11:30:04+00:00

This study examines the behavior and financial ability bias structures and their impact on the investment decision-making of the Information Technology (IT) sector employees residing in the Bengaluru Urban region of India. Drawing upon behavioural finance theory, the research conceptualizes a framework in which the Narcissism Bias (NRB), Cognitive Dissonance Bias (CDB) and Heuristics Bias (HB) are the antecedent constructs operating through Financial Risk Tolerance (FRT) and Financial Literacy (FL), having the capabilities to influence the Investment Decision (ID). A structured questionnaire was developed, validated by the domain experts, and administered to 85 IT professionals in a pilot study. Furthermore, the measurement instrument was refined through Exploratory Factor Analysis (EFA) using Principal Component Analysis with Varimax Rotation in SPSS, and subsequently validated through Confirmatory Factor Analysis (CFA) using AMOS. The EFA yielded a six-factor solution explaining 67.69% of the total variance, supported by a KMO of 0.801 and a significant Barlett’s Test (χ² = 2171.429, df = 595, p < .001). The CFA final model produced an acceptable fit (χ² = 479.252, df = 451, p = .173; CMIN/DF = 1.063; RMSEA = .027; CFI = .790; IFI = .843; AIC = 633.252), which is acceptable given the pilot study sample size of 85 respondents. All the indicator loadings were statistically significant (p< 0.05), with most standardised loadings exceeding 0.70. Three items were eliminated during EFA (HB3, HB5, CDB1), and the FL construct was excluded from CFA due to its mixed objective and subjective design, which led to a separate analytical treatment. The findings validated a five-construct measurement model and offered theoretical and practical implications for understanding financially distorted decision-making amongst IT professionals.

Financial Performance and Profitability Trends in the Indian FMCG Sector: A Longitudinal Study of Hindustan Unilever Limited, India

2026-10-26T11:28:03+00:00

Financial performance helps us understand whether a company can grow its business, earn profits and provide returns to its shareholders. This study examines the financial performance and profitability of Hindustan Unilever Limited (HUL) over ten financial years, from FY 2015-16 to FY 2024-25. It looks at changes in turnover, earnings before interest, tax, depreciation and amortisation (EBITDA), profit after tax (PAT), cash from operations, earnings per share (EPS) and dividend per share (DPS). The study also examines whether PAT shows a statistically significant upward trend and whether there is a significant relationship between turnover and PAT. The study uses a quantitative approach and examines financial data collected over ten years. The data were taken from HUL’s published annual reports and official financial disclosures. Annual growth rates and EBITDA margins are used to understand how the company’s business and profitability changed over the years. Descriptive trend analysis, simple linear regression and Pearson’s correlation are used to study the financial figures and test the proposed hypotheses. The findings show that HUL’s turnover increased from ₹32,929 crore in FY 2015-16 to ₹60,680 crore in FY 2024-25. During the same period, PAT increased from ₹4,137 crore to ₹10,644 crore. EBITDA, EPS and DPS also recorded considerable increases over the ten-year period. However, the company’s growth was not the same every year. In FY 2024-25, turnover and EBITDA grew more slowly than in some earlier years. Cash from operations also fell from ₹15,179 crore in FY 2023-24 to ₹13,789 crore in FY 2024-25, even though PAT increased. The reported statistical results suggest that PAT followed an upward trend and that turnover had a strong positive relationship with PAT. However, these results need to be confirmed using a consistent financial dataset in which the figures have been checked and reconciled. The study shows why a company’s financial performance should not be judged by its sales or profits alone. Changes in operating profitability, cash generation and returns to shareholders also need to be considered. By examining HUL’s financial results over ten years, this study provides a clearer picture of the company’s financial performance over time. However, the findings are limited to one company and ten annual observations, which should be considered when interpreting the results.