Abstract:
This research explores the implementation of Business Intelligence (BI) to support market trend analysis at PT. Asia Tritunggal Jaya by applying the COBIT 2019 framework. The company is currently facing challenges in managing its market data due to unstructured and inconsistent information, which affects the quality of decision-making. The study aims to evaluate the company’s database management, develop informative data visualizations using BI tools, and assess the maturity level of BI governance based on selected COBIT 2019 domains.
The research uses a descriptive case study approach conducted over a seven-month period. Data collection involved interviews with key personnel, direct observation of system usage, and analysis of internal documentation. The data were processed using ETL techniques, followed by clustering using the K-Means algorithm to group customer patterns. Power BI was utilized to present interactive dashboards, while the COBIT 2019 framework was used to evaluate governance maturity across the APO, BAI, and DSS domains.
Findings indicate that although the company has begun structuring its transactional data, there are still gaps in database management practices. Power BI dashboards were effective in presenting sales and market segmentation insights. The BI governance evaluation showed a maturity level of 2 (Managed), meaning that processes exist but are not yet fully standardized or consistently applied. In conclusion, the integration of BI and COBIT 2019 has contributed to better data organization and decision-making. However, further development is needed in governance practices to reach a higher level of maturity and long-term effectiveness.
