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TY - JOUR AU - Mujeeb ur Rehman , AU - Professor. Dr Imran Khan , PY - 2025/11/06 Y2 - 2026/04/17 TI - Impact of Liquidity, Profitability and Cash Holding On Firm Value (A Case of Company Listed In Pakistan Stock Exchange) JF - ` JA - ASSAJ VL - 4 IS - 02 SE - Articles DO - UR - https://www.assajournal.com/index.php/36/article/view/1064 SP - 1354-1367 AB - <p><em>The core objective of this research is to examine the influence of financial factors that is liquidity, cash holding, and profitability, on the value of firm. The design of the research that implementing the methodological framework of the study emphasis on data collection, measurement and analysis. Hypotheses were formulated based on current ideas. And empirical analysis data by using deductive nature and positivist approach. The target population includes non-financial sectors listed in Pakistan stock Exchange (PSX) which is comprises 70 firms among non-financial sectors. And use fifteen years’ panel data from annual reports spanning from 2009-2023. In current study financial factors were used as an independent variable and firm value as dependent variables. where liquidity is measure through current ratio CR, and quick ratio QR, Cash holding is measure through, Cash figure in each year, profitability is measure via return on assets ROA and return on equity ROE. and data was analysis through using STATA. By conducting fixed effect model suggested by Hausman test. The finding demonstrated that liquidity has positive and significant relationship with firm value while cash holding has direct and significant relationship on firm value. In instance of profitability ROA is insignificant while ROE is significant and both has direct relationship with firm value.</em></p><p><strong>Keywords: </strong>Liquidity (CR, QR), Cash holding (Cash Figure), Profitability (ROA, ROE), Firm Value</p> ER -