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All Journal Jurnal Penelitian Pendidikan IPA (JPPIPA) PENDIPA Journal of Science Education Journal of Health Policy and Management Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) JURNAL MANAJEMEN BISNIS Jurnal Ilmu Kefarmasian Indonesia Majalah Ilmiah Bijak Warta Ikatan Sarjana Komunikasi Indonesia Al-Kharaj: Journal of Islamic Economic and Business Berdikari : Jurnal Ekonomi dan Statistik Indonesia JP2KG AUD (Jurnal Pendidikan, Pengasuhan, Kesehatan dan Gizi Anak Usia Dini) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Economics, Management, Business And Accounting (JEMBA) Action Research Literate (ARL) International Archives of Medical Sciences and Public Health International Archives of Medical Sciences and Public Health International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Economic Reviews Journal JURNAL ECONOMINA Paradoks : Jurnal Ilmu Ekonomi Jurnal manajemen informasi kesehatan Kriez Academy KISA INSTITUE : Journal of Economics, Accounting, Business, Management, Engineering and Society Jesocin : Journal of Jabar Economic Society Networking Forum El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jesocin : Journal of Economics, Accounting, Business, Management, Engineering and Society Jurnal Abdimas Peradaban Manajemen : Jurnal Ekonomi Journal of Ekonomics, Finance, and Management Studies JHSS (Journal of Humanities and Social Studies)
Kosasih
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : Kriez Academy

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THE EFFECT OF MARKETING ASSET ACCOUNTABILITY ON MARKETING PERFORMANCE AND STRATEGY: A NATURAL EXPERIMENT TO TEST ITS IMPACT IN A BUSINESS CONTEXT Aripin, Zaenal; Paramarta, Vip; Kosasih
KRIEZ ACADEMY : Journal of development and community service Vol. 1 No. 4 (2024): Kriez Academy - March
Publisher : Yayasan Kreatif Indonesia Emas

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Abstract

This research aims to investigate the effect of marketing asset accountability on company financial performance and marketing strategy, using a natural experiment method. A total of 250 companies from three different industrial sectors (technology, finance, food/beverage) were research subjects. Correlation analysis shows that variables such as measuring the success of advertising campaigns, real-time tracking systems, and accountability cost efficiency of marketing assets are positively correlated with company revenue, net profit, and return on capital. In addition, differences in marketing asset accountability practices between industry sectors highlight the need for approaches tailored to the characteristics of each sector. A natural experiment was conducted to evaluate the impact of increasing marketing asset accountability on marketing strategy performance. Experimental results show that implementing a real-time tracking system and increasing cost efficiency makes a positive contribution to customer conversion, return on investment and effectiveness of advertising campaigns. These findings provide practical insights for companies in better managing their marketing assets. In conclusion, this research reinforces the importance of marketing asset accountability in achieving optimal financial performance and successful marketing strategy formulation. The practical implication is that companies need to focus on careful measurement, efficient tracking technology, and wise cost management to increase the accountability of their marketing assets, taking into account the specific context of the industry sector.  
Co-Authors Abdul Gani Sidqi Ade Irfan Ahmad Syakur Banafif Ahmad Toni, Ahmad Alnando, Dedi Andityo Wahyu Juniarsyah Ari Tri Utami Aryani Kusuma Mukti Asnar, Etty Sofia Mariati Assoc. Prof. Dr. Dr. H. Sumeidi Kadarisman, S.E., M.M Astri Hindarti Astsania Hikmah Alfath Audrianto Ayu Laili Rahmiyati Ayu Rindwita Indah Peanasari Bambang Agus W Bambang Widarsono Budyawan Herijanto Byan M Pratama Carens Sintha Iralin De Ivanka Christina Wijaniputri Dahrul Effendi Dharma Jaya Hartono Dian Kurniasih, Dian Dian Prawibawa Dini Indriani Djogo, Ony dr Agung Family, Joko Agung N Dramora Nepy Asmara Drs., M.M5, Fittiana Ellen Angelique Hardjono Etty Sofia Etty Sofia Mariati Asnar Fajarini Farida Yuliati, Farida Farida Yuliaty Farida Yuliatya Fitriana Habeahan, Immanuel Heru Atnioko Hutagaol, Tetty Ince Rosmini Irawan Sugoro Isah Amini Yasmin Istahara Jeanny Kathleen Hartini Kadarisman, Sumeidi Karahmawati , Tri Kathlyn Allysha Kurniasih, Aas Leony Martila Liya Megawati M Ahmed Mahqfiroh, Juliatul Malik, Rahadian Mantikaisih Laras, Andi Tenri Masitoh, Imas Siti Melinia Cahaya Fitri mulyani, sri rochani Muranny Nurshyaliha Manurung Murni, Detya Okti Noor, Laili Savitri Nova Karlina Nurfitriani, Astrid Nurmala Ahmar Padma Negara, M. Rizqi Panjaitan, Biller Penty Yuni Priyanda Prima, Dero Prof. Dr. VIP Paramarta Putriana Sitompul Rahadian Malik Ricky Agusiady Ridwan Rini Hastuti Risma Ariyani Rita Sulastini Rulia Sobarna Sobarna Kartamihardja Sonya Helen Maysha Sri Rochani Mulyani Suhono Tatang Sudrajat Taufan Nugroho Taufik Zulfikar Taurhesia, Shelly Timotius Gavriel Kristo Tjitrayudha, Marcel Verianto Vip Paramarta Vip Pramarta Widjajanti Utojo Y. Ony Djogo Yusup Erisyadi Yuwono, Ismanto Yuyun Yuniarsih Zaenal Aripin