PENGARUH BIG DATA ANALYTICS MENGGUNAKAN ALGORITMA C4.5, STRATEGIC DECISION, DAN MARKETING PERFORMANCE SERTA DAMPAKNYA TERHADAP INTENTION TO USE PADA UMKM DI DKI JAKARTA
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This research aims to assess the influence of big data analytics using the C4.5 algorithm on strategic decision and marketing performance, as well as its impact on intention to use among MSMEs in the DKI Jakarta area. The study analyzes four main variables: big data analytics, strategic decision, marketing performance, and intention to use. Data collection was carried out from April to June 2024 across all administrative regions of DKI Jakarta. The data were gathered through online questionnaires distributed via Google Forms, employing purposive sampling as the selection technique. A total of 400 respondents participated in this study. Data analysis was performed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach, assisted by the SmartPLS software. The findings indicate that big data analytics, strategic decision, and marketing performance have a positive and significant effect on intention to use.
Penelitian ini bertujuan untuk mengevaluasi pengaruh big data analytics yang diterapkan menggunakan algoritma C4.5 terhadap strategic decision dan marketing performance, serta bagaimana hal tersebut berdampak pada intention to use pada pelaku UMKM di wilayah DKI Jakarta. Terdapat empat variabel utama yang dianalisis, yaitu big data analytics, strategic decision, marketing performance, dan intention to use. Pengumpulan data dilakukan selama periode April hingga Juni 2024 di seluruh wilayah administratif DKI Jakarta. Data diperoleh melalui penyebaran kuesioner secara daring menggunakan google form dengan metode purposive sampling. Total partisipan dalam penelitian ini berjumlah 400 orang. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan pendekatan Partial Least Squares (PLS), yang dibantu oleh perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara big data analytics, strategic decision, dan marketing performance terhadap intention to use.
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