<![CDATA[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.]]>
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