The Role Of Marketing Audit In Yotta Beverage Business In Makassar, Pettarani Branch
DOI:
10.47353/ecbis.v1i4.55Published:
2023-06-08Downloads
Abstract
This study aims to find out information related to the implementation of Marketing Audit in the Yotta beverage business in Makassar. In a marketing audit examination it can be said as a mechanism with the aim of being able to carry out the process of collecting information and being able to analyze data related to the external and internal environment, which is inseparable from several indicators including economic conditions, the level of market competition and the level of business operations. The application of marketing audits is a type of functional marketing audit in the Yotta beverage business with components including marketing environment audits, marketing strategy audits, marketing organization audits, marketing system audits, marketing productivity audits, marketing function audits. The method used in this research uses quantitative research methods with the data used obtained using questionnaires and library data. The results of this study indicate that the marketing audit components of Yotta's beverage business consist of marketing environment audits, marketing strategy audits, marketing organization audits, marketing system audits, marketing productivity audits, marketing function audits play a very important role.
Keywords:
Audits MarketingReferences
Arsyad, M. Z. (2023). The Influence of Celebrity Endorsements and Social Media Marketing on Purchase Intention Through Brand Image ( Study on Yotta Beverage Consumers in Makassar City ). 3(2).
Berry, L. L., Conant, J. S., & Parasuraman, A. (1991). A Framework for Conducting a Services Marketing Audit. Journal of the Academy of Marketing Science, 19(3), 255–268. doi: 10.1177/009207039101900309
Cengiz, E. (2010). Measuring Customer Satisfaction : Must or Not ? Journal of Naval Science and Engineering, 6(2), 76–88.
Chirla, G., & Funar, S. (2010). External Marketing Audit and Internal Marketing Audit. Comparative Study. Bulletin of University of Agricultural Sciences and Veterinary Medicine Cluj-Napoca. Horticulture, 67(2), 51-55–55.
Christine Suharto Cenadi. (2000). Peranan Desain Kemasan Dalam Dunia Pemasaran. Nirmana Journal, 2(2), 92–103.
Domegan, C. (2021). Social marketing and behavioural change in a systems setting. Current Opinion in Environmental Science and Health, 23, 100275. doi: 10.1016/j.coesh.2021.100275
Durana, R., Escolar, M., Pinero, A., StaAna, M., & Tankeko, M. (2017). Marketing information management. Delasalle University Journal, 148–159. doi: 10.4324/9781315445526-12
Fahad, A. Al, Rahman, A., Mahmud, A., Miah, R., & Islam, U. H. (2015). Marketing audit a systematic and comprehensive marketing examination. International Journal of Scientific & Technology Research, 4(7), 215–221
Fudsyi, M. (2020). Pengaruh Audit Pemasaran terhadap Efisiensi dan Efektivitas Fungsi Pemasaran pada Politeknik LP31 Bandung. Jurnal Riset Akuntansi Dan Bisnis, 8(September), 22–47.
Guanabara, E., & Lida, K. (n.d.). Application of Islamic Values To SMEs Business YOtta Drink Products In. 170–176.
Hadrian, P. (2020). The Various Models of Marketing Audit. Marketing of Scientific and Research Organizations, 37(3), 51–72. doi: 10.2478/minib-2020-0022.
Hikmah, A., Sriyanti, D., Rijal, S., Said, M. I., & Supatminingsih, T. (2022). Pengaruh Bauran Pemasaran Terhadap Volume Penjualan ( Studi Kasus Yotta Milk Di Kota Makassar ). Indonesian Journal of Social Studies and Humanities, 2(1), 12–24.
Kumaran, M. (2018). Price management of product in india. International Journal of Management, IT & Engineering, 8(3), 355–360.
Lipnicka, D., & Dado, J. (2013). Marketing Audit and Factors Influencing Its Use in Practice of Companies (From an Expert Point of View). Journal of Competitiveness, 5(4), 26–42. doi: 10.7441/joc.2013.04.02
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Investigación en estrategia de marketing. Journal of the Academy of Marketing Science, 47(1), 4–29.
Mutmainnah, Fathurrahman, & Nasri Khatman, M. (2021). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembeli Minuman YOtta di Samata Kabupaten Gowa. Journal Of Islamic Education Management, 2(1), 57–72. doi: 10.47476/manageria.v3i2.2471
Nordin, F., & Ravald, A. (2022). The making of marketing decisions in modern marketing environments. Journal of Business Research.
Syikin, N., Mane, A., & Jafar, S. (2020). Pengaruh Perkembangan Ekonomi Digital terhadap Pendapatan Usaha Mikro Kecil Menengah (UMKM) Kuliner di Kecamatan Rappocini Kota Makassar. Universitas Bosowa Makassar, 6(005), 219–230.
License
Copyright (c) 2023 Masnawaty Sangkala
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Downloads
How to Cite
