ANALISIS SEGMENTASI DATA SEKOLAH BERBASIS BUSINESS INTELLIGENCE UNTUK OPTIMALISASI STRATEGI PEMASARAN PADA PT NARUNA KARYA BERSAMA - Safira Putri Permatasari; Raden Johnny Hadi Raharjo (CENDEKIA: Jurnal Ilmu Pengetahuan, 2026)
ABSTRACT The management of school data scattered across multiple Microsoft Excel files has limited the effectiveness of information analysis and hindered data-driven marketing decision-making at PT Naruna Karya Bersama. This condition highlights the need to implement a Business Intelligence approach to generate structured information that supports the formulation of more effective marketing strategies. This study aims to analyze school data segmentation based on Business Intelligence and develop marketing strategy recommendations according to school priority levels. A descriptive approach with a case study method was employed using operational data from 76 schools located in Surabaya and Sidoarjo. Data were collected using a total sampling (census) technique, in which all school data meeting the research criteria were used as the objects of analysis after the data integration and cleaning processes. The research stages included data integration, data cleaning, data transformation, score assignment based on six evaluation variables, priority score calculation using the Weighted Sum Model (WSM), and data segmentation through Pivot Table in Microsoft Excel. The findings revealed that 9 schools (11.84%) were classified as high priority, 49 schools (64.47%) as medium priority, and 18 schools (23.68%) as low priority. The segmentation results were subsequently utilized to develop a marketing strategy recommendation matrix tailored to the characteristics of each school group. This study concludes that integrating Business Intelligence with the Weighted Sum Model (WSM) enables a more systematic identification of potential schools, enhances the effectiveness of school data segmentation, and provides a more objective basis for supporting targeted, efficient, and data-driven marketing decision-making. ABSTRAK Pengelolaan data sekolah yang masih tersebar pada beberapa berkas Microsoft Excel menyebabkan proses analisis informasi dan penentuan prioritas pemasaran di PT Naruna Karya Bersama belum mampu mendukung pengambilan keputusan secara optimal. Kondisi tersebut mendorong perlunya penerapan pendekatan Business Intelligence untuk menghasilkan informasi yang lebih terstruktur sebagai dasar penyusunan strategi pemasaran. Penelitian ini bertujuan menganalisis segmentasi data sekolah berbasis Business Intelligence serta menyusun rekomendasi strategi pemasaran berdasarkan tingkat prioritas sekolah. Penelitian menggunakan pendekatan deskriptif dengan metode studi kasus terhadap data operasional 76 sekolah di wilayah Surabaya dan Sidoarjo. Pengambilan data dilakukan dengan teknik total sampling (sampel jenuh), yaitu seluruh data sekolah yang memenuhi kriteria penelitian digunakan sebagai objek analisis setelah melalui proses integrasi dan pembersihan data. Tahapan penelitian meliputi integrasi data, pembersihan data, transformasi data, pemberian skor berdasarkan enam variabel penilaian, perhitungan skor prioritas menggunakan metode Weighted Sum Model (WSM), serta segmentasi data melalui Pivot Table pada Microsoft Excel. Hasil penelitian menunjukkan bahwa terdapat 9 sekolah (11,84%) berkategori prioritas tinggi, 49 sekolah (64,47%) berkategori prioritas sedang, dan 18 sekolah (23,68%) berkategori prioritas rendah. Hasil segmentasi tersebut dimanfaatkan sebagai dasar penyusunan matriks rekomendasi strategi pemasaran sesuai karakteristik setiap kelompok sekolah. Penelitian ini menyimpulkan bahwa penerapan Business Intelligence yang dipadukan dengan metode WSM mampu menghasilkan identifikasi sekolah potensial secara lebih sistematis, meningkatkan efektivitas proses segmentasi data, serta menyediakan dasar yang lebih objektif dalam mendukung pengambilan keputusan pemasaran yang terarah, efisien, dan berbasis data.