Implementation of a Web-Based Customer Data Analysis System to Optimize Marketing Strategies in the Briquette Industry in Pamekasan
Keywords:
Customer data analysis system, web-based system, marketing strategy, briquette industry, computer networkAbstract
Rapid developments in information technology have driven digital transformation in various industrial sectors, including small and medium-sized industries such as briquette manufacturers in Pamekasan. However, many businesses have not optimally utilized web-based information systems and customer data analysis to support their marketing strategies. This study aims to develop and implement a web-based customer data analysis system to improve the effectiveness of marketing strategies and operational efficiency in the briquette industry in Pamekasan. This study uses a system development research approach based on the System Development Life Cycle (SDLC) model with stages of requirements analysis, system architecture design, implementation, testing, and evaluation. The system was built with a three-layer architecture using the Laravel framework and MySQL database, and tested through black box testing and network performance measurements. The implementation of the system showed an increase in marketing effectiveness from 45% to 80%, data processing time efficiency of up to 70%, and a 25% reduction in promotion costs. This system is capable of analyzing customer behavior, performing market segmentation, and providing demand predictions based on historical data. The system's performance was rated as excellent with an average response time of 1.82 seconds and an analysis accuracy rate of 96.7%. The results of the study prove that a web-based customer data analysis system can optimize
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