Penerapan Business Intelligence untuk Mendukung Pengambilan Keputusan Berbasis Data pada Aktivitas Penjualan
Kata Kunci:
pengambilan keputusan berbasis data, analisis penjualan, dasbor, analitik bisnis, bisnis itelejenAbstrak
Seiring bertambahnya data transaksi, kegiatan penjualan perlu cara yang lebih jelas untuk mengolah catatan penjualan menjadi dasar pengambilan keputusan. Business Intelligence (BI) sering disebut sebagai jawabannya. Meski begitu, hasil penelitian sebelumnya masih terpencar di berbagai sudut pandang, sehingga manfaat BI di bidang penjualan dan syarat keberhasilannya belum terangkum dengan baik. Karena itu, penelitian ini mengkaji peran BI dalam mendukung pengambilan keputusan berbasis data pada aktivitas penjualan, sekaligus mencari manfaat dan faktor yang memengaruhi keberhasilannya. Penelitian dilakukan dengan tinjauan pustaka kualitatif terhadap publikasi seputar BI, analitik bisnis, dashboard, pengambilan keputusan berbasis data, dan kinerja organisasi. Temuan dari tiap publikasi kemudian dikelompokkan berdasarkan tema. Dari kajian tersebut, BI terlihat mengolah data transaksi menjadi bahan keputusan lewat enam tahap: pengumpulan data, persiapan data, analisis, visualisasi, interpretasi, dan tindakan keputusan. Dashboard membantu pemantauan pendapatan, produk, dan periode penjualan. Satu eksperimen lapangan bahkan mencatat pendapatan penjual daring naik rata-rata 3,6% setelah mereka diberi dashboard yang kaya data. Ada lima faktor yang menentukan berhasil tidaknya BI, yaitu kualitas data, keselarasan dengan proses bisnis, rancangan dashboard, kemampuan organisasi beserta penerimaan penggunanya, dan cara manajer menafsirkan informasi, yang tetap melibatkan intuisi. Dengan demikian, BI sebaiknya dipandang sebagai kemampuan untuk menunjang keputusan, bukan hanya alat pembuat laporan. Penelitian berikutnya dapat menguji temuan ini pada data penjualan yang nyata, misalnya dengan mengukur lama waktu pengambilan keputusan, ketepatan data, kemudahan penggunaan dashboard, dan kinerja bisnis.
Unduhan
Referensi
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Hak Cipta (c) 2026 mohammad efendi, mohammad ifandi (Author)
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