Pemanfaatan Analisis Data Penjualan untuk Optimalisasi Manajemen Stok dan Strategi Promosi Produk pada Toko Parfum Berbasis Web
Kata Kunci:
Analisis Data Penjualan, Manajemen Inventaris, Strategi Promosi, Intelijen Bisnis, Sistem Berbasis Web, Ritel.Abstrak
Sifat kompetitif bisnis toko parfum online memerlukan manajemen persediaan yang efisien untuk menghindari kelebihan stok dan kekurangan stok, serta strategi promosi yang terarah. Data penjualan historis merupakan aset strategis, namun seringkali tidak dimanfaatkan secara optimal dalam pengambilan keputusan. Studi ini bertujuan untuk mengembangkan model analisis data penjualan yang terintegrasi ke dalam sistem Business Intelligence (BI) berbasis web. Tujuan utama adalah membantu toko parfum mengoptimalkan ketersediaan produk, menyesuaikan strategi promosi berdasarkan perilaku konsumen, dan meningkatkan efisiensi operasional melalui pendekatan berbasis data. Studi ini menggunakan desain deskriptif-eksploratif dengan menganalisis 10.450 data transaksi penjualan. Metode analisis data meliputi analisis deret waktu untuk mengidentifikasi tren, analisis perputaran stok untuk manajemen persediaan, dan algoritma Apriori untuk menemukan pola promosi. Hasil analisis diimplementasikan ke dalam dashboard BI berbasis web dan dievaluasi menggunakan Skala Kemudahan Penggunaan Sistem (SUS). Studi ini berhasil mengidentifikasi produk yang bergerak cepat (misalnya, Floral Blossom) dan produk yang bergerak lambat (misalnya, Sweet Vanilla). Ditemukan bahwa promosi diskon (peningkatan 22,5%) dan bundling (peningkatan 17,8%) merupakan strategi paling efektif untuk meningkatkan penjualan. Sistem dashboard BI yang dikembangkan terbukti dapat mengurangi waktu analisis manual sebesar 65% dan memperoleh skor SUS 83, yang dikategorikan sebagai “sangat baik”. Studi ini menyimpulkan bahwa integrasi analisis data penjualan ke dalam sistem BI berbasis web secara efektif mengubah data transaksional menjadi wawasan strategis. Sistem ini terbukti dapat mengoptimalkan manajemen persediaan, mempromosikan strategi promosi yang efektif, serta menyediakan alat pengambilan keputusan yang valid untuk manajemen toko parfum.
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