Optimalisasi Pengukuran Produktivitas Pemasaran dalam Meningkatkan Nilai Perusahaan
DOI:
https://doi.org/10.30640/digital.v5i1.6947Keywords:
Brand Equity, Customer Equity, Firm Value, Marketing Performance, Marketing ProductivityAbstract
This research aims to analyze the optimization of marketing productivity measurement in improving firm value through a comprehensive literature review approach. In an increasingly competitive business environment, companies are required to ensure that marketing activities not only generate sales growth but also create sustainable value for stakeholders. Marketing productivity measurement plays an important role in evaluating the effectiveness and efficiency of marketing investments by integrating financial and non-financial indicators. Financial indicators include profitability, return on investment, and firm value, while non-financial indicators consist of customer satisfaction, customer loyalty, customer equity, brand equity, and customer engagement. The findings indicate that effective marketing activities contribute significantly to strengthening customer relationships, enhancing brand image, increasing market performance, and ultimately improving firm value. Furthermore, the development of digital marketing has encouraged organizations to adopt data-driven measurement systems capable of capturing changes in consumer behavior more accurately. The study also reveals that relying solely on financial metrics is insufficient for evaluating marketing success. Therefore, companies need a more comprehensive marketing measurement framework that integrates both financial and non-financial dimensions to support strategic decision-making and achieve long-term competitive advantage.
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Copyright (c) 2026 Ardin Dolok Saribu, Lena Siregar, Fanti Mariana Siburian, Keren Eoudia Sitompul, Evan Othniel Parulian Panjaitan, Elisabet Zovanka Br. Sihombing, Puja Nov Jayanti Gea, Frengky Sormin
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