ANALISIS EFEKTIVITAS SISTEM INFORMASI PENJUALAN BERBASIS WEB TERHADAP KINERJA OPERASIONAL PERUSAHAAN RETAIL

Abstrak

Transformasi digital telah mendorong perusahaan retail untuk mengadopsi sistem informasi penjualan berbasis web sebagai strategi peningkatan daya saing, namun efektivitas implementasinya terhadap kinerja operasional masih memerlukan evaluasi empiris yang komprehensif. Penelitian ini bertujuan menganalisis efektivitas sistem informasi penjualan berbasis web terhadap kinerja operasional perusahaan retail ditinjau dari dimensi efisiensi proses bisnis, efektivitas manajemen inventori, kualitas layanan pelanggan, dan kinerja finansial. Metode deskriptif kuantitatif digunakan dengan melibatkan 85 perusahaan retail skala menengah di Jawa Barat yang telah mengimplementasikan sistem minimal dua tahun. Pengumpulan data dilakukan melalui kuesioner terstruktur, dokumentasi data operasional periode 24 bulan sebelum dan sesudah implementasi, serta wawancara semi-terstruktur. Analisis data menggunakan regresi berganda dan paired sample t-test dengan software SPSS versi 26. Hasil penelitian menunjukkan bahwa efektivitas sistem informasi berpengaruh signifikan terhadap kinerja operasional dengan R Square 0,734, dimana kualitas informasi memiliki pengaruh dominan (beta 0,415), diikuti kualitas sistem (beta 0,298) dan kualitas layanan (beta 0,224). Implementasi sistem menghasilkan reduksi waktu pemrosesan pesanan 60,9%, peningkatan inventory turnover ratio 85,7%, penurunan stockout frequency 73,3%, peningkatan order accuracy rate menjadi 96,7%, akselerasi pertumbuhan penjualan dari 8,7% menjadi 24,3%, dan penghematan biaya operasional 31,4%. Penelitian ini mengkonfirmasi bahwa sistem informasi penjualan berbasis web merupakan instrumen strategis yang efektif dalam meningkatkan kinerja operasional perusahaan retail secara komprehensif dan berkelanjutan.

Digital transformation has driven retail companies to adopt web-based sales information systems as a competitive advantage strategy, however the effectiveness of its implementation on operational performance still requires comprehensive empirical evaluation. This research aims to analyze the effectiveness of web-based sales information systems on retail company operational performance in terms of business process efficiency, inventory management effectiveness, customer service quality, and financial performance dimensions. Descriptive quantitative method was employed involving 85 medium-scale retail companies in West Java that have implemented the system for at least two years. Data collection was conducted through structured questionnaires, operational data documentation for 24 months before and after implementation, and semi-structured interviews. Data analysis used multiple regression and paired sample t-test with SPSS version 26 software. Research findings indicate that information system effectiveness significantly influences operational performance with R Square of 0.734, where information quality has dominant influence (beta 0.415), followed by system quality (beta 0.298) and service quality (beta 0.224). System implementation resulted in 60.9% reduction in order processing time, 85.7% increase in inventory turnover ratio, 73.3% decrease in stockout frequency, 96.7% improvement in order accuracy rate, sales growth acceleration from 8.7% to 24.3%, and 31.4% operational cost savings. This research confirms that web-based sales information systems are effective strategic instruments in comprehensively and sustainably improving retail company operational performance.