I don't understand the concept of cost of equity

I understand cost of debt, it's pretty straight forward, its just the interest rate on debt

However, I am confused about cost of equity and the actual cost of issuing equity. For example, if a company decides to issue 1 share at $100 and the cost of equity is 8%, how is the company losing 8 dollars from this? The only negative cash outflow I can see from this issuance is investment banking fees. Assuming the company DOES NOT issue dividends, and investors only benefit from stock appreciation, how does this cost the company? If the stock price appreciates from 100 to 120, this has no bearing on the company in terms of cash.

 

okay, but when we are having a discussion about which is cheaper for a company to issue, debt vs equity, I don't really understand why equity costs more assuming the company doesn't issue dividends.

 
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