Analisis Optimalisasi Budget Pemasaran Dengan Pendekatan Multimetode Untuk Memaksimalkan Closing & ROI

Kirana, Raditya Septa (2024) Analisis Optimalisasi Budget Pemasaran Dengan Pendekatan Multimetode Untuk Memaksimalkan Closing & ROI. Project Report. [s.n.], [s.l.]. (Unpublished)

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Abstract

Penelitian ini bertujuan untuk mengoptimalkan anggaran pemasaran (iklan) di PT. Ebliethos Digital Indonesia guna memaksimalkan closing (penjualan) dan Return on Investment (ROI). Dengan menggunakan data historis biaya iklan, lead, closing, dan omzet selama Juni 2024, dilakukan pendekatan multimetode yang mencakup analisis statistik deskriptif, korelasi Pearson, regresi linear berganda, evaluasi ROI, dan analisis kesalahan prediksi menggunakan MAE (Mean Absolute Error). Hasil penelitian menunjukkan bahwa terdapat hubungan positif dan signifikan antara variabel budget dan lead terhadap peningkatan closing. Nilai R² sebesar 66,35% menunjukkan bahwa model cukup baik dalam menjelaskan variasi data. Budget iklan paling optimal ditemukan sebesar Rp26.962.971, yang menghasilkan ROI tertinggi sebesar 33,52%. Penelitian ini memberikan rekomendasi strategis untuk efisiensi alokasi budget iklan dan valid sebagai dasar evaluasi kinerja pemasaran berbasis data.
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This study aims to optimize the marketing (advertising) budget at PT. Ebliethos Digital Indonesia to maximize closing (sales) and Return on Investment (ROI). Using historical data on advertising costs, leads, closings, and revenue during June 2024, a multi-method approach was conducted, including descriptive statistical analysis, Pearson correlation, multiple linear regression, ROI evaluation, and prediction error analysis using MAE (Mean Absolute Error). The results showed a positive and significant relationship between budget and lead variables and increased closing. The R² value of 66.35% indicates that the model is quite good at explaining data variation. The most optimal advertising budget was found to be IDR 26,962,971, which resulted in the highest ROI of 33.52%. This study provides strategic recommendations for efficient advertising budget allocation and is valid as a basis for data-based marketing performance evaluation.

Item Type:	Monograph (Project Report)
Uncontrolled Keywords:	optimalisasi budget, ROI, closing, regresi linear, pemasaran digital. ============================================================== budget optimization, ROI, closing, linear regression, digital marketing.
Subjects:	Q Science > QA Mathematics > QA401 Mathematical models.
Divisions:	Faculty of Science and Data Analytics (SCIENTICS) > Actuaria > 94203-(S1) Undergraduate Thesis
Depositing User:	Raditya Septa Kirana
Date Deposited:	25 Jul 2025 06:55
Last Modified:	25 Jul 2025 06:55
URI:	http://repository.its.ac.id/id/eprint/121057

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