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Tjetjep Sudrajat
Jurusan Manajemen, Pascasarjana Universitas Islam Syekh Yusuf
Economics, Econometrics & Finance Engineering

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Pemanfaatan Dashboard KPI dan Analisis Data Konsumen dalam Peningkatan Strategi Pemasaran dan Pelayanan di Terminal Bus Serang Arfiani Yulianti Fiyul; Siti Maspupah; Tjetjep Sudrajat; Aditya Bayu Azi
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 2 (2025): Oktober - Desember
Publisher : CV. ITTC INDONESIA

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Abstract

This study discusses the use of KPI dashboards and consumer data analysis to improve marketing strategies and service quality at the Serang Bus Terminal. The research approach is combinatory: contextual, reviewing literature related to marketing analysis, KPIs, and dashboards; and application, collecting primary and secondary data, including observations of terminal operations, passenger satisfaction monitoring, and analysis of transaction/visit data (simulative). The study results indicate that designing a KPI dashboard integrated with key service indicators (e.g., schedule punctuality, customer satisfaction, waiting time, and seat occupancy) can accelerate data-driven decision-making and improve marketing campaign effectiveness and service quality. Practical recommendations include developing a simple BI system (e.g., Power BI or Tableau), prioritizing KPIs, integrating data across functions (operations, marketing, and service), and training terminal managers to build a culture of data-driven decision-making. These findings are relevant for terminal managers, transportation agencies, and researchers in the marketing and transportation fields.
Co-Authors Aditya Bayu Azi Arfiani Yulianti Fiyul Siti Maspupah