Weni, WindhaListina (2011) The Implementation of Operational Audit Concepts as an Assessment Basis for Effectiveness and Efficiency of Marketing Function : A Case Study at PT. Indosat Tbk Malang Branch. Sarjana thesis, Universitas Brawijaya.
Abstract
Audit operasional adalah salah satu alat yang dapat digunakan untuk mengukur apakah perusahaan telah tampil secara efektif dan efisien. Penelitian ini bertujuan untuk menilai efisiensi dan efektivitas fungsi pemasaran cabang PT Indosat Tbk Malang dengan menerapkan konsep audit operasional. Area pemasaran meliputi lingkungan pemasaran, strategi pemasaran, organisasi pemasaran, sistem pemasaran, produktivitas pemasaran, dan fungsi pemasaran lainnya. Data dalam penelitian ini diperoleh melalui pengumpulan data primer dan sekunder, seperti observasi dan wawancara mendalam semi terstruktur. Selanjutnya, data sekunder yang terdiri dari buku, jurnal, dan artikel terkait juga dikumpulkan dari internet. Penelitian ini menggunakan pendekatan deskriptif yang memberikan deskripsi faktual dan aktual terhadap objek penelitian. Efisiensi dan efektivitas dianalisis dan dievaluasi dengan membandingkan antara kriteria, penyebab, dan efek. Penilaian efisiensi fungsi pemasaran dapat ditunjukkan dengan menggunakan sumber daya perusahaan, yang merupakan efisiensi terhadap profitabilitas pemasaran dan efisiensi fungsi pemasaran, sementara efektivitas fungsi pemasaran dapat ditunjukkan dengan pencapaian target dan keselarasannya dengan standar yang telah dinyatakan oleh perusahaan. Hasilnya menunjukkan bahwa secara umum, kegiatan pemasaran di cabang PT Indosat Tbk Malang telah dilakukan secara efektif dan efisien.
English Abstract
Operational audit is one of the tools that can be used to measure whether the company has already performed in effective and efficient way. This study is aimed to assess the efficiency and effectiveness of marketing function of PT Indosat Tbk Malang Branch by implementing the operational audit concepts. The marketing area covers marketing environment, marketing strategy, marketing organization, marketing system, marketing productivity, and the other marketing functions. The data in this study was obtained through both primary and secondary data collection, such as observation and semi structured in-depth interviews. Further, secondary data consisting of books, journals, and related articles were also gathered from internet. This research uses descriptive approach which provides factual and actual description towards the object of research. Efficiency and effectiveness is analyzed and evaluated by comparing between criteria, causes, and effect. Efficiency assessment of marketing function could be indicated by the use of company resources, which are efficiency towards marketing profitability and marketing function efficiency, while marketing function effectiveness could be indicated by target accomplishment and its alignment with the standards that have been stated by the company. The result indicates that in general, marketing activity in PT Indosat Tbk Malang branch has already conducted in effective and efficient way.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/324/051102428 |
| Subjects: | 600 Technology (Applied sciences) > 657 Accounting |
| Divisions: | Fakultas Ekonomi dan Bisnis > Akuntansi |
| Depositing User: | Unnamed user with email repository.ub@ub.ac.id |
| Date Deposited: | 04 Jul 2011 13:52 |
| Last Modified: | 28 Oct 2021 01:54 |
| URI: | http://repository.ub.ac.id/id/eprint/109638 |
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