Management Audits of the Marketing Function in the Effort to Increase Sales in New Normal Era at PT Bali Alus

Regi SP, Luh Gde Yurika and Arsana, I Made Marsa and Astawa, I Putu Mertha (2022) Management Audits of the Marketing Function in the Effort to Increase Sales in New Normal Era at PT Bali Alus. Repositori Politeknik Negeri Bali.

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Abstract

The decline in sales volume and sales turnover that occurred at PT Bali Alus was indicated due to the internal factors, namely the number of complaints given by consumers. This complaint is indicated to have occurred due to incompatibility in the implementation of the marketing function carried out by the company with SOP that has been determined by the company. The marketing function management audit is an examination that can be carried out to evaluate the implementation of the company's marketing function. This research was conducted with the aim of evaluating the marketing function of PT Bali Alus by identifying the effectiveness, efficiency, and economics of implementing the company's marketing functions, also aims to provide audit recommendations. This research was conducted using primary data in the form of questionnaires and interviews, and secondary data in the form of documentation. This research was analyzed based on the management audit stage by adopting the Miles and Huberman data analysis technique model. The results of the study indicate that PT Bali Alus has been able to carry out its marketing function efficiently, but has not been able to implement it effectively and economically. Keywords: Management Audit, Marketing Function, Effectiveness, Efficiency, Economization

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