Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 9 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

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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  • Brilian Dwi Saputra,
  • Osly Usman,
  • Diena Noviarini
Brilian Dwi Saputra
Universitas Negeri Jakarta
Osly Usman
Universitas Negeri Jakarta
Diena Noviarini
Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/zv2zwp84

Published 2026-08-09

Keywords

  • Big Data Analytics,
  • Algoritma C 4.5,
  • Strategic Decision,
  • Marketing Performance,
  • Intention to Use,
  • UMKM
    • ...More
    Less

How to Cite

PENGARUH BIG DATA ANALYTICS MENGGUNAKAN ALGORITMA C4.5, STRATEGIC DECISION, DAN MARKETING PERFORMANCE SERTA DAMPAKNYA TERHADAP INTENTION TO USE PADA UMKM DI DKI JAKARTA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(9). https://doi.org/10.2238/zv2zwp84

Abstract

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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References

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