The purpose of this research is to obtain empirical evidence about the impact of these following factors: debt to equity ratio, basic earning power, dividend payout ratio, and sales growth (internal factors), and Gross Domestic Product and inflation (external factors) on the firm stock return in consumer goods industry, and define which of the most important factors having powerful impact on the firm stock return. The study also interested to show those factors that investors rely on to take their investment decisions. This research is using secondary data, such as the financial reports, annual reports, economic and monetary report and other related information of consumer goods industry listed in Indonesia Stock Exchange which sample were taken from16 companies for the period of 2010 to 2014. The sample technique used in this research was purposive sampling method. In this study, panel data regression methods have been conducted to explain the impact of internal and external factors on the firm stock return. The result indicate that internal factors which is measured by debt to equity ratio (DER), basic earning power (BEP), dividend payout ratio (DPR), and sales growth have negative impact on the firm stock return as dependent variables. Moreover, in terms of external factors; inflation rate significantly affect on the firm stock return, meanwhile Gross Domestic Product have negative impact which similar to the above internal factors.