Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)

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

Authors
Nurul Fuadah1, *, Tuti Nurdian1, Nur Hidayah K. Fadhilah1, Meutia Riany1, Nur Alim Bahri1, Nurul Rusdiansyah1
1Nusa Putra University, Sukabumi, Indonesia
*Corresponding author. Email: nurul.fuadah_ak20@nusaputra.ac.id
Corresponding Author
Nurul Fuadah
Available Online 30 August 2023.
DOI
10.2991/978-94-6463-226-2_20How to use a DOI?
Keywords
Operational Audit; Marketing Function; Effectiveness and Efficiency
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 August 2023
ISBN
10.2991/978-94-6463-226-2_20
ISSN
2352-5428
DOI
10.2991/978-94-6463-226-2_20How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nurul Fuadah
AU  - Tuti Nurdian
AU  - Nur Hidayah K. Fadhilah
AU  - Meutia Riany
AU  - Nur Alim Bahri
AU  - Nurul Rusdiansyah
PY  - 2023
DA  - 2023/08/30
TI  - Implementation of Operational Audits in an Effort to Improve the Efficiency and Effectiveness of the Marketing Function
BT  - Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)
PB  - Atlantis Press
SP  - 227
EP  - 238
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-226-2_20
DO  - 10.2991/978-94-6463-226-2_20
ID  - Fuadah2023
ER  -