Implementation of Operational Audits in an Effort to Improve the Efficiency and Effectiveness of the Marketing Function

Nurul Fuadah (), Tuti Nurdian (), Nur Hidayah K. Fadhilah (), Meutia Riany (), Nur Alim Bahri () and Nurul Rusdiansyah ()
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Nurul Fuadah: Nusa Putra University
Tuti Nurdian: Nusa Putra University
Nur Hidayah K. Fadhilah: Nusa Putra University
Meutia Riany: Nusa Putra University
Nur Alim Bahri: Nusa Putra University
Nurul Rusdiansyah: Nusa Putra University

A chapter in Proceedings of the International Conference on Economics, Management, and Accounting (ICEMAC 2022), 2023, pp 227-238 from Springer

Abstract: Abstract The purpose of our research is to know more and to better understand the implementation of operational auditing to be able to assess the efficiency and effectiveness of the marketing function that the company performs. The data we use in this research are secondary data and primary data, the object of this research is PT ABC which is located in Cibaraja Cisaat. The type of research we use is descriptive research, using a qualitative approach. The data analysis technique used in this research is using questionnaires, observations, and interviews. The results of the analysis and problems in this study are caused by the emergence of the problems faced, including regarding sales targets starting from 2020 and 2021, not reaching a target set by the company PT ABC. From the results of the research that we conducted, it can be concluded that by using operational audit research it can be found out what causes inefficiency and ineffectiveness in the marketing function, namely at the beginning of 2020 there was a case of the Covid-19 Virus which hampered sales targets. This of course can result in a loss of decreased company profits which will be borne by PT ABC so that the impact on the marketing process is not running effectively and efficiently.

Keywords: Operational Audit; Marketing Function; Effectiveness and Efficiency (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-226-2_20

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DOI: 10.2991/978-94-6463-226-2_20

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