Peran Pengendalian Biaya Pemasaran terhadap Perluasan Pasar Produk Herbal PT Air Mancur

Abstract

The development of the herbal industry in Indonesia requires companies to implement effective and
efficient marketing strategies in order to expand market reach. PT Air Mancur, as one of the national herbal
companies, needs to control marketing cost so that market expansion can be carried out optimally without
imposing excessive financial burdens on the company’s. This activity aims to analyze the role of marketing cost
control in supporting the market expansion of PT Air Mancur’s herbal products. The method used is a
qualitative descriptive approach conducted through industrial visits, discussions with company representatives,
and documentation studies of company materials and supporting references. The results indicate that the
company implements marketing cost control through budget planning, evaluation of promotional effectiviness,
and the utilization of digital marketing and existing distribution networks. This marketing cost control plays a
role in improving promotional efficiency and supporting the expansion of market reach, both in domestic and
international markets. Thus, the company is able to maintain the competitiveness of its herbal products and
support sustainable business growth.