Management Audit to Assesses the Effectiveness and Efficiency of Marketing Functions at PT PSN

Liska, I Made Andika Putra and Sukayasa, I Ketut and Hudiananingsih, Putu Dyah (2022) Management Audit to Assesses the Effectiveness and Efficiency of Marketing Functions at PT PSN. Repositori Politeknik Negeri Bali.

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Abstract

This study aims to assess the effectiveness and efficiency of the marketing function using management audit techniques at PT PSN. Data analysis in this study is descriptive qualitative data analysis. Data sources are primary and secondary data. Analyze in detail through interviews, observations, and documentation. The assessment of the effectiveness of the marketing function with the ratio of income and return on marketing investments in 2019 has been effective, in 2020 the ratio of income has not been effective and the return on marketing investment has been effective and for the calculation of the ratio of income and return on marketing investment for 2021 it has not been effective due to the preparation of a high revenue budget and the lack of updates to promotional programs. Meanwhile, the efficiency of the marketing function for marketing costs and gross profit on sales at PT PSN in 2019 has been efficient, in 2020 the use of marketing costs has not been efficient because the use of social media has not been optimal, while the gross profit in the price policy has been efficient and marketing costs in 2021 have been efficient, while the gross profit in 2021 has not been efficient because thebusiness does not consider the price policy.

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