ANALISIS PERAN AKUNTANSI KEUANGAN DALAM PENETAPAN STRATEGI PEMASARAN

Abstract

This study aims to analyze the role of financial accounting in determining marketing strategies. Financial accounting information plays an important role as a basis for managerial decision-making, particularly in formulating effective and efficient marketing strategies. This research uses a quantitative method with descriptive and associative approaches. The data used in this study are primary data obtained through questionnaires distributed to financial and marketing departments of companies. Data analysis techniques include validity testing, reliability testing, and linear regression analysis. The results of the study indicate that financial accounting has a significant role in determining marketing strategies. Accurate and relevant financial information can assist companies in establishing appropriate marketing strategies to support the achievement of organizational goals.