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PERUBAHAN PERAN SALES DAN MARKETING DALAM BUSINESS ENVIRONMENT YANG SEMAKIN KOMPETITIF: SUATU SYSTEMATIC LITERATURE REVIEW
ABSTRAK Bangbang Nurdiansyah, 1908409, “Perubahan Peran Sales dan Marketing dalam Business Environment yang Semakin Kompetitif: Suatu Systematic Literature Review” Dibawah bimbingan Prof. Dr. Vanessa Gaffar, S.E.,Ak., MBA. dan Dr. Ayu Krishna Yuliawati, S.Sos., MM Evolusi dari Sales dan Marketing telah banyak mengubah lingkungan bisnis (business Environment) terutama pada pandemi Covid-19 yang cukup panjang. Maka dari itu, memahami Sales dan Marketing dalam Business Environment menjadi kunci perusahaan untuk memiliki keuntungan kompetitif jika ingin membuat bisnis yang berfokus pada internal perusahaan dan konsumen. Tujuan penelitian ini adalah untuk menyediakan analisis mendalam mengenai perubahan peran sales dan marketing dalam business environment yang semakin kompetitif. Penelitian ini menggunakan systematic literature review untuk menjelaskan perubahan peran sales dan marketing dalam business Environment yang semakin kompetitif. Hasil penelitian sementara ini menunjukan teori dan faktor sosial memiliki peran signifikan dalam sales dan marketing bersamaan dengan technological factor dan motivational factor. Penelitian ini juga menyertakan framework indikator sales dan marketing dalam konteks business environment juga implementasi sales dan marketing dalam konteks business environment. Kata kunci: sales, marketing, business environment, systematic literatur review ABSTRACT Bangbang Nurdiansyah, 1908409, "Changes in the Role of Sales and Marketing in An Increasingly Competitive Business Environment: A Systematic Literature Review" under the Guidance of Prof. Dr. Vanessa Gaffar, S.E.,Ak., MBA. and Dr. Ayu Krishna Yuliawati, S.Sos., MM The evolution of Sales and Marketing has greatly changed the business environment, especially during the long Covid-19 pandemic. Therefore, understanding sales and marketing in the business environment is key for companies to have a competitive advantage if they want to create a business that focuses on internal companies and consumers. The purpose of this research is to provide an in-depth analysis of the changing role of sales and marketing in an increasingly competitive business environment. This research uses a systematic literature review to explain the changing role of sales and marketing in an increasingly competitive business environment. The results of this interim research show that social theory and factors have a significant role in sales and marketing along with technological factors and motivational factors. This research also includes a framework of sales and marketing indicators in the context of the business environment as well as the implementation of sales and marketing in the context of the business environment. Keywords: sales, marketing, business environment, systematic literatur review
KODEPRODI61201#Manajemen_S1, Universitas Pendidikan Indonesia
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HC Economic History and Conditions