EVALUASI TATA KELOLA TEKNOLOGI INFORMASI MENGGUNAKAN COBIT 5 UNTUK STRATEGI PENINGKATAN CUSTOMER RETENTION MELALUI AFTER - SALES SERVICE (STUDI KASUS : PT DIPO INTERNASIONAL PAHALA OTOMOTIF)

PUTRA, AFIF RACHMAD (2025) EVALUASI TATA KELOLA TEKNOLOGI INFORMASI MENGGUNAKAN COBIT 5 UNTUK STRATEGI PENINGKATAN CUSTOMER RETENTION MELALUI AFTER - SALES SERVICE (STUDI KASUS : PT DIPO INTERNASIONAL PAHALA OTOMOTIF). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Enhancing customer retention is one of the key strategic objectives for automotive companies, including PT DIPO Internasional Pahala Otomotif, in facing increasingly fierce industry competition. After-sales service plays an important role in maintaining customer loyalty and increasing their satisfaction with the company's products and services. This study aims to evaluate IT governance in the after-sales service program using the COBIT 5 framework, particularly the EDM (Evaluate, Direct, and Monitor) domain, to ensure alignment between IT strategies and business objectives. The method used in this research involves data collection through interviews, observations, and questionnaires directed at relevant stakeholders, including after-sales service managers, IT teams, and customers. The analysis assesses IT governance maturity level based on the COBIT 5 framework within the EDM domain, covering strategy evaluation, implementation direction, and process sustainability monitoring. The results indicate that IT governance in the after-sales service at PT DIPO Internasional Pahala Otomotif has shown promising initiatives in supporting customer retention. However, several areas require improvement, particularly in IT risk management and service performance measurement. Recommendations include strengthening strategy evaluation mechanisms, improving the quality of IT performance monitoring systems, and implementing more integrated technology-based solutions to enhance the effectiveness of after-sales services. Keywords: COBIT 5, EDM, After-Sales Service, Customer Retention, IT Governance Peningkatan customer retention merupakan salah satu tujuan strategis utama bagi perusahaan otomotif, termasuk PT DIPO Internasional Pahala Otomotif, dalam menghadapi persaingan industri yang semakin ketat. Layanan after-sales service memiliki peran penting dalam mempertahankan loyalitas pelanggan dan meningkatkan kepuasan mereka terhadap produk dan layanan perusahaan. Penelitian ini bertujuan untuk mengevaluasi tata kelola teknologi informasi (TI) pada program after-sales service menggunakan kerangka kerja COBIT 5, khususnya domain EDM (Evaluate, Direct, and Monitor), untuk memastikan keselarasan strategi TI dengan tujuan bisnis perusahaan.. Metode yang digunakan dalam penelitian ini melibatkan pengumpulan data melalui wawancara, observasi, dan kuesioner kepada pihak terkait, termasuk manajer layanan purna jual, tim TI, serta pelanggan. Analisis dilakukan untuk menilai tingkat kematangan tata kelola TI berdasarkan kerangka kerja COBIT 5 pada domain EDM, meliputi evaluasi strategi, arahan implementasi, dan pemantauan keberlanjutan proses layanan. Dari penelitian menandakan bahwa tata kelola TI pada layanan aftersales service di PT DIPO Internasional Pahala Otomotif telah memiliki inisiatif yang baik dalam mendukung customer retention, namun terdapat beberapa area yang memerlukan perbaikan, terutama dalam pengelolaan risiko TI dan pengukuran kinerja layanan. Rekomendasi yang diberikan meliputi penguatan mekanisme evaluasi strategi layanan, peningkatan kualitas sistem pemantauan kinerja TI, serta implementasi solusi berbasis teknologi yang lebih terintegrasi untuk mendukung efektivitas layanan purna jual. Kata Kunci: COBIT 5, EDM, After-Sales Service, Customer Retention, Tata Kelola TI.

Item Type: Thesis (S1)
Call Number CD: FIK/SI. 25 082
NIM/NIDN Creators: 41821110016
Uncontrolled Keywords: COBIT 5, EDM, After-Sales Service, Customer Retention, Tata Kelola TI.
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
300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 322 Relation of The State of Organized Groups/Hubungan Negara dengan Kelompok Sosial yang Terorganisir > 322.3 Business and Industry/Bisnis dan Industri
600 Technology/Teknologi > 600. Technology/Teknologi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions: Fakultas Ilmu Komputer > Sistem Informasi
Depositing User: khalimah
Date Deposited: 30 Aug 2025 04:18
Last Modified: 30 Aug 2025 04:18
URI: http://repository.mercubuana.ac.id/id/eprint/97283

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