Peran Data-Driven Decision Making dalam Meningkatkan Kinerja Penjualan Regional pada Perusahaan Edutech

Abstract

In the digital era, the ability to make data-driven decisions has become a strategic factor in improving organizational performance, particularly in the Educational Technology (EduTech) industry. This study aims to analyze the role of Data-Driven Decision Making (DDDM) in improving regional sales performance at an EduTech company. A quantitative approach was employed using a simple linear regression analysis based on the company's implementation of DDDM and regional sales data from 2023 to 2025. The data were analyzed using descriptive statistics, correlation analysis, coefficient of determination, and simple linear regression to examine the relationship between DDDM implementation and regional sales performance. The findings indicate that the implementation of DDDM increased from 60% in 2023 to 75% in 2024 and 88% in 2025. During the same period, regional sales increased from IDR 350,000,000 in 2023 to IDR 700,000,000 in 2024 and reached IDR 1,200,000,000 in 2025. The regression analysis produced the equation Ŷ = -1,493,251,273 + 30,178,268.25X, with a correlation coefficient (r) of 0.9898, indicating a very strong positive relationship, and a coefficient of determination (R²) of 0.9798, suggesting that 97.98% of the variation in regional sales performance is explained by the implementation of DDDM. These findings demonstrate that data-driven decision-making contributes significantly to improving business strategy formulation, operational efficiency, digital marketing effectiveness, and regional sales performance in the EduTech sector. Therefore, optimizing the implementation of DDDM is essential for enhancing organizational competitiveness and achieving sustainable business growth in the digital business environment.