Pengaruh Audit Operasional Fungsi Pemasaran dan Pengendalian Internal terhadap Efektivitas Pelayanan Konsumen PT. Kembang Joyo Sriwijaya

Abstract

ABSTRAK                                                            Tujuan penelitian menganalisis model struktural dari pengaruh audit operasional fungsi pemasaran dan pengendalian internal terhadap efektivitas pelayanan konsumen. Responden dalam penelitian ini adalah Manajer pemasaran dan staff di wilayah Malang serta Palembang sebanyak 30 responden dan divisi administrasi dalam recording serta auditor dan auditee (yang tidak termasuk kategori responden 30 orang) sebanyak 20 orang sehingga total responden sebanyak 50 orang. Analisis data dengan Structural Equation Modelling (SEM) warpPLS. Audit operasional fungsi pemasaran dan pengendalian internal memiliki pengaruh terhadap efektivitas pelayanan sebesar 87%. Hasil audit operasional memiliki hasil temuan di dalam audit operasional fungsi pemasaran yang dinyatakan closed oleh auditor kepada auditee yang artinya temuan tersebut telah memiliki solusi yang dapat meningkatkan kualitas pemasaran produk dan telah memiliki umpan balik positif dimana hasil tersebut berdampak positif pada efektivitas pelayanan konsumen. Bentuk pengendalian internal melalui aktivitas pengendalian dan pengawasan pada fungsi pemasaran yang telah diterapkan oleh pimpinan perusahaan meliputi pengendalian efektifitas program pemasaran melalui aktivitas dan pengawasan pemasaran, pengendalian strategi pemasaran yang dilakukan secara online dan offline, pegendalian keuntungan dan rentabilitas dalam kegiatan pemasaran dan pengendalian efisiensi pemasaran melalui personal selling yang dilakukan oleh sales di setiap outlet sehingga manajer pemasaran melakukan pengenalan pada setiap sumber pemasaran dalam meningkatkan prestasi marketing.Kata Kunci: audit, efektivitas, madu, pelayanan, pemasaran, pengendalianABSTRACTThe purpose of this study was to analyze the structural model of the effect of the operational audit of marketing and internal control functions on the effectiveness of customer service. Respondents in this study were marketing managers and staff in Malang and Palembang as many as 30 respondents and the administrative division in recording and auditors and auditees (which do not belong to the category of respondents 30 people) as many as 20 people so that the total respondents were 50 people. Data analysis using Structural Equation Modeling (SEM) warpPLS. The operational audit of marketing and internal control functions has an effect on service effectiveness by 87%. The results of operational audits have findings in operational audits of the marketing function that are declared closed by the auditor to the auditee, which means that the findings already have solutions that can improve the quality of product marketing and have positive feedback where the results have a positive impact on the effectiveness of customer service. Forms of internal control through control and supervision activities on the marketing functions that have been implemented by company leaders include controlling the effectiveness of marketing programs through marketing activities and supervision, marketing strategy control that was carried out online and offline, profit and profitability control in marketing activities and controlling marketing efficiency through personal selling conducted by sales at each outlet so that marketing managers make an introduction to each marketing source in improving marketing achievements.Keywords: audit, control, effectiveness, honey, marketing, service