Peran Sistem Informasi Dalam Optimalisasi Strategi Digital Marketing Pada Perusahaan Ritel

This study aims to analyze the role of information systems in optimizing digital marketing strategies within retail companies. The advancement of information technology has transformed conventional marketing approaches into data-driven and digital-based strategies, requiring companies to effectively utilize information systems in strategic decision-making processes. This research employs a quantitative approach using descriptive-analytical methods. Data were collected through observation, documentation, and analysis of digital campaign performance, including promotional budgets, impressions, clicks, conversions, and revenue. The findings indicate that information systems enable companies to monitor campaign performance in real time, analyze consumer behavior, and measure key performance indicators such as Click Through Rate (CTR), Conversion Rate (CR), and Return on Investment (ROI). Furthermore, integrated information systems support customer data management through Customer Relationship Management (CRM), allowing more accurate market segmentation and personalized marketing strategies. The study reveals that the implementation of integrated information systems significantly contributes to promotional budget efficiency and revenue growth in retail companies. Therefore, information systems serve as strategic instruments in achieving competitive advantage through data-driven digital marketing optimization.

Keywords: Information System, Digital Marketing, Customer Relationship Management (CRM), Digital Campaign Performance, Retail Company.