<![CDATA[This study aims to explore the role of Master Data Management (MDM) in improving the quality of business information in companies. In the digital era, data is a strategic asset that underlies decision making and business innovation. However, data spread across various systems often experiences problems of duplication, inconsistency, and inaccuracy that hinder operational efficiency. This study adopts a case study approach and qualitative analysis by collecting data through literature studies, in-depth interviews with IT practitioners and data managers, and observing the data management process in several companies that have implemented MDM. Data cleansing and data matching methods are integrated into the MDM system to produce a "single source of truth" that can support real-time business analysis. The results of the study show that the implementation of MDM significantly improves data accuracy and consistency, reduces operational costs, and accelerates strategic decision making. These findings support the concept put forward by Indrajani (2015) and Loshin (2010) that MDM is a strategic investment in a company's digital transformation. The implications of this study highlight the importance of data management and governance support to optimize MDM implementation, so that it can increase competitive advantage and business innovation. Keywords: Master Data Management, Data Quality, Data Integration, Data Governance, Digital Transformation, Decision Making.]]>
