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Deswita Deswita
Pusat Teknologi Bahan Industri Nuklir, BATAN Kawasan Puspiptek, Serpong 15314, Tangerang Selatan
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Journal : Dhana

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When Strategy Meets Profit: The Role of Marketing Accounting in Driving Economic Growth in the Digital Age Deswita, Deswita; Alhamidi, Lubban Anwari
Dhana Vol. 2 No. 2 (2025): DHANA - JUNE
Publisher : Pt. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/930xay73

Abstract

This study explores the integration of marketing and accounting functions in digital-based enterprises and how such integration influences strategic financial decision-making. Using a qualitative case study approach, data were collected from two fast-growing startups in Indonesia through in-depth interviews, internal documentation, and limited observation. The analysis focused on cross-functional collaboration and performance indicators such as Customer Acquisition Cost (CAC), Return on Marketing Investment (ROMI), and campaign budgeting accuracy. The findings reveal that marketing-accounting integration results in reduced CAC (by up to 40%), improved ROMI (from 1.4:1 to 2.6:1), and greater alignment between budget allocation and customer value creation. Marketing teams benefit from real-time financial insights, while finance departments gain better forecasting accuracy and visibility over campaign efficiency. This integration fosters transparency, shared accountability, and data-driven agility. Beyond practical improvements, the study contributes to the theoretical discourse by reinforcing the notion that marketing accounting serves as a strategic framework not merely a technical coordination within the digital economy. The findings support and extend the literature on marketing accountability and value-based management, emphasizing that digital tools enable dynamic feedback loops between market activities and financial outcomes. This study confirms the relevance of marketing-accounting integration as a conceptual model for organizational alignment, performance clarity, and value creation in digitally driven environments.
Co-Authors AA, Wisnu Abd. Ghofur Abu, Hafeez Afrina, Cut Ahmad Redho Aisyah, Nisa Akhyar Hanif Aloma Karo Karo Andon Insani Andriansyah, Wiza Atholla Anwari Alhamidi, Lubban Apitri, Triliza Arbi Dimyati Arie Purwa Kusuma Arif Rohman Mansur Armi Wulanawati Atiyyah, Rifa Aulia, Aulia Ayu Romawati, Ayu Bahri, Aisyah Amanda Barlian, Ujang Cepi Basril Abbas Besral . Boy Arief Rochman Budiman, Novi Chrisnaji Banindra Yudha Damar Rastri Adhika Dian Iramani, Dian Dila Sari, Fitria Dilgu Meri Dwi Novrianda E Sukirman Efniyati, Nafhania Nur Eka Wahyuni Emil Budianto Erizal Erizal FADMIYANOR, ISYE Fandri, Sherly Farlina, Mutia Ferhat Aziz Firdaus, Erwin Fitra Mayenti Fitri, Najihatul Hajazi, Zaidi Hanafi, Beni Putra Hardita, Lisha Febrianty Haryadi, Rahmat Teguh Hasnawati Hasnawati Hayati, Kurnia Herien, Yelly Hindratni, Findy Huang, Ching An Ira Mulya Sari Irwan Kasmuri Selamat Khotimah Khotimah Kurniadi, Rizki Lailah, Febri Shollihatul Lili Fajria Lubban Anwari Alhamidi Mahendra, Dede Mardiyanto Mardiyanto Mawarni, Venti Mohammad Dani MP, Yustinus Mudinillah, Adam Neherta, Meri Ningtyas, Listina Ade Widya Noviandra, Dwi Nurimani, Nurimani Nurina Kurniasari Rahmawati Parikin Parikin Pudjiati, Danti RAHMI, ELVI Ramadani, Ria Reni Susanti Rifani, Putri Ardila Salim Mustofa Samidah, Ida Septika Rudiamon Setyo Purwanto Sholihat, Annisa Siti Yuli Harni Sitorus, Mido Ester Sofyan Sauri, Sofyan Sonartra, Era Neltia Sukma, Dewi Melati Sulistiana Dewi Sulistianingsih Sulistianingsih Sulistioso Giat S. Sulistioso GS Syahbuddin Syahbuddin Thomas, David P. Tri Yuliani, Tri Wathan, M.Hizbul Winataputra, Didin S Wisnu Ari Adi Yeni Rustina Yulianti, Syami Yulianto Yulianto Yumiati Yuni, Annisa Rahma Yunindra, Wulan Tias Yuzdika, Reysa Anggraini