PENERAPAN AUDIT OPERASIONAL DALAM UPAYA MENINGKATKAN EFISIENSI DAN EFEKTIVITAS FUNGSI PEMASARAN

Abstract

The research is aimed to identify and to comprehend the application of operational audits in the assessment of
the efficiency and the effectiveness of the marketing function. The data used is the primary and the secondary
data, this research object is PT KAI Daop VIII Surabaya. This research is descriptive research which is done by
using quantitative approach. Data collection techniques by using secondary data. The data analysis technique
has been carried out by performing observation, interviews and documentation. The result of the analysis and
the problem is the implementation of operational audits in the marketing function experiences disruption in
running online ticket sales which is constrained by unstable internet network and online sales available but it
does not serve the local economy-class train ticket. It can be concluded from the result that the cause of
inefficiency and ineffectiveness in the marketing function can be found by using operational audit, i.e.: booking
factor for economic class local train ticket which can not be accessed by online and maintenance factor in the
internet network that suddenly have trouble. In the process of online ticket sales, the internet which has been
used by the company should be improved in order to overcome the inefficiency and the ineffectiveness in the
marketing function.
Keywords: operational audit, effectiveness, efficiency, marketing functions.