PENENTUAN INDIKATOR KINERJA DIVISI DIGITAL MARKETING DALAM PENGELOLAAN E-KATALOG DENGAN METODE BALANCED SCORECARD DAN AHP DI PT SARILING ANEKA ENERGI

SARI, IKA DEVI MAYANG (2025) PENENTUAN INDIKATOR KINERJA DIVISI DIGITAL MARKETING DALAM PENGELOLAAN E-KATALOG DENGAN METODE BALANCED SCORECARD DAN AHP DI PT SARILING ANEKA ENERGI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to formulate key performance indicators (KPIs) and develop a performance evaluation model for the Digital Marketing Division of PT Sariling Aneka Energi in managing the e-Catalog. The variables studied include KPIs based on the Balanced Scorecard (BSC) framework across financial, customer, internal business processes, and learning and growth perspectives. The research sample consisted of 3 internal management experts for KPI validation and 47 active customers as respondents for satisfaction and loyalty questionnaires. Purposive sampling was used as the sampling technique. Data analysis employed the Analytic Hierarchy Process (AHP) to prioritize KPIs and develop the performance evaluation model. The results showed that 33 KPIs were successfully formulated and grouped into 15 Strategic Objectives, with the highest priority weights in the financial (0.336) and customer (0.272) perspectives. The performance evaluation model, designed based on SMART principles, provides a measurable and objective framework for evaluating the division’s performance. It is hoped that this model can serve as a useful recommendation for managing the digital marketing of the eCatalog and support better decision-making in the future. Keywords: Balanced Scorecard, AHP, KPI, Digital Marketing, E-Katalog Penelitian ini bertujuan merumuskan indikator kinerja (KPI) dan menyusun model penilaian kinerja Divisi Digital Marketing PT Sariling Aneka Energi dalam pengelolaan E-Katalog. Variabel yang diteliti meliputi indikator kinerja berbasis Balanced Scorecard (BSC) pada perspektif finansial, pelanggan, proses bisnis internal, serta pembelajaran dan pertumbuhan. Sampel penelitian terdiri dari 3 pakar internal manajemen untuk validasi KPI dan 47 pelanggan aktif sebagai responden kuesioner kepuasan dan loyalitas. Teknik pengambilan sampel menggunakan purposive sampling. Metode analisis data yang digunakan adalah Analytic Hierarchy Process (AHP) untuk pembobotan prioritas KPI dan pengembangan model penilaian kinerja. Hasil penelitian menunjukkan 33 KPI berhasil dirumuskan dan dikelompokkan ke dalam 15 Strategic Objective, dengan bobot prioritas tertinggi pada perspektif finansial (0,336) dan pelanggan (0,272). Model penilaian kinerja yang disusun berdasarkan prinsip SMART memberikan kerangka kerja terukur dan objektif untuk evaluasi kinerja divisi. Diharapkan model ini dapat menjadi rekomendasi yang bermanfaat bagi pengelolaan digital marketing E-Katalog di perusahaan dan mendukung pengambilan keputusan yang lebih baik di masa mendatang. Kata Kunci: Balanced Scorecard, AHP, KPI, Digital Marketing, E-Katalog

Item Type:	Thesis (S1)
Call Number CD:	FT/IND. 25 035
NIM/NIDN Creators:	41621010004
Uncontrolled Keywords:	Balanced Scorecard, AHP, KPI, Digital Marketing, E-Katalog
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.3 Programs/Program > 005.31 Programs for Digital Supercomputers/Program untuk komputer Super Digital 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 017 General Subject Catalog/Katalog Subjek Umum > 017.4 Classified Sales Catalogs/Klasifikasi Katalog Penjualan 600 Technology/Teknologi > 620 Engineering and Applied Operations/Ilmu Teknik dan operasi Terapan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	khalimah
Date Deposited:	23 Jul 2025 08:22
Last Modified:	23 Jul 2025 08:22
URI:	http://repository.mercubuana.ac.id/id/eprint/96214

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