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Perancangan Business Intelligence untuk Menganalisa Strategi Pemasaran PT. XYZ

Authors

  • Alif Aulia Rahmansyah Prodi Teknik Industri, Fakultas Teknik, Universitas Islam Bandung
  • Djamaludin Prodi Teknik Industri, Fakultas Teknik, Universitas Islam Bandung

DOI:

https://doi.org/10.29313/jrti.v3i2.2896

Keywords:

Business Intelligence Roadmap Development (BIRD), Strategi Pemasaran, Data Mining

Abstract

Abstract. PT Helmindo Pratama Indonesia is a company that manufactures riding accessories for two-wheeled vehicles (helmets) under its own brands, RSV Helmet, and sells its products through 6 stores in West Java, as well as through various online marketplaces such as Shopee, Lazada, and Tokopedia. The information management of product sales in this company still relies on conventional mechanisms, such as monthly reports, resulting in a lack of comprehensive analysis of the sales progress obtained from the sales data. The research is conducted using the Business Intelligence Roadmap Development (BIRD) framework, which is implemented through 6 main stages: Justification, Planning, Business Analysis, Design, Construction, and Deployment. In addition to BIRD, this study also applies Data Mining and STP (Segmenting, Targeting, and Positioning) Process approaches as interpretations to provide objective market condition insights also help to analyze marketing strategy who has or will implemented. The implementation of the BIRD framework accommodates the company's needs by creating two types of applications used in the front-office and back-office sectors. The front-office application serves as a data recording tool to be input into the database, while the back-office application is designed as a dashboard report with a suitable interface for performing multidimensional breakdown analysis and slice & dice breakdown analysis.

Abstrak. PT Helmindo Pratama Indonesia merupakan perusahaan yang memproduksi akesoris berkendara untuk kendaraan roda dua (helm) dengan merek yang dimiliki yaitu RSV Helmet dan menjual produknya melalui 6 store yang ada di Jawa Barat & melalui marketplace yang ada seperti Shopee, Lazada, dan Tokopedia. Pengelolaan informasi hasil penjualan produk yang ada di perusahaan ini masih menggunakan mekanisme konvensional yaitu monthly report sehingga hasil progresivitas yang dilihat tidak dilengkapi dengan analisis komprehensif yang didapatkan dari hasil penjualan. Penelitian dilakukan menggunakan kerangka kerja Business Intelligence Roadmap Development (BIRD) yang diimplementasikna melalui 6 tahap utama yaitu Justification, Planning, Business Analysis, Design, Construction, dan Deployment. Selain BIRD, penelitian ini juga menerapkan pendekatan Data Mining dan STP (Segmentating, Targetting, dan Positioning) Process sebagai interpretasi dalam memberikan pengetahuan terkait kondisi pasar secara objektif dan membantu menganalisa strategi pemasaran yang telah atau akan diimplementasikan. Hasil implementasi BIRD dalam mengakomodir kebutuhan perusahaan yaitu melahirkan 2 jenis aplikasi yang digunakan pada sektor front-office dan back-office. Aplikasi yang digunakan pada sektor front-office yaitu aplikasi yang berperan sebagai alat perekam data untuk dimasukan ke dalam pangkalan data sedangkan untuk aplikasi yang berada pada sektor back-office merupakan aplikasi yang berbentuk dashboard report dengan tampilan yang sesuai untuk melakukan analisis secara multidimensional breakdown analysis dan slice & dice breakdown analysis.

Kata Kunci: Business Intelligence Roadmap Development (BIRD), Strategi Pemasaran, Data Mining, STP Process, Multidimensional Breakdown Analysis, Slice & Dice Breakdown Analysis.

References

Grossman, W., & Rinderle-Ma, S. (2015). Fundamentals of Business Intelligence. New York: Springer Heidelberg.

Larissa, M. T., & Atre, S. (2003). Business Intelligence Roadmap: The Complete Project Lifecycle or Decision Support Applications. Boston: Addison Wesley.

Schlegelmilch, B. B. (2016). Global Marketing Strategy : Executive Digest. Berlin: Springer International Publishing.

Vercellis, C. (2009). Business Intelligence: Data Mining and Optimization for Decision Making. Milan: John Wiley & Sons Ltd.

Zhou, G. (2022). Data Mining for Co-location Patterns - Principles and Applications. CRC Press.

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Published

2023-12-19