Application of Business Intelligence to Sales Analysis for MSMEs in the Retail Sector: A Literature Review
Keywords:
Business Intelligence, Retail MSMEs, Sales Analysis, Decisions Making, Systematic Literature ReviewAbstract
Advancements in information technology are encouraging business operators to leverage transaction data as a source of information to support business activities. Micro, Small, and Medium Enterprises (MSMEs) in the retail sector generate sales data that offers insights into product performance, sales trends, revenue, and customer behavior; however, this data is often underutilized for decision-making purposes. This study aims to analyze the application of Business Intelligence in sales analysis within retail MSMEs, identify commonly used methods and technologies, and examine the benefits of these tools in supporting business decision-making. A literature review approach was employed, examining scholarly publications covering Business Intelligence, sales analysis, MSMEs, the retail sector, data visualization, and decision-making. The literature was analyzed based on research objectives, methodologies, technologies, analytical focus, and findings. The review indicates that Business Intelligence is widely applied to analyze sales performance, identify best-selling products, track sales trends, monitor revenue, and support business performance evaluation. Microsoft Power BI and Tableau are frequently used as visualization and dashboard platforms, while concepts such as data warehousing, ETL, star schemas, and OLAP support data integration and multidimensional analysis. The findings suggest that Business Intelligence holds the potential to transform sales transaction data into actionable information for retail MSMEs. The implementation of dashboards, data visualization, data integration, and multidimensional analysis can improve access to sales information and facilitate more structured decision-making processes.
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