BIG DATA ANALYSIS IN MARKETING DECISION MAKING INDUSTRIAL
REVOLUTION ERA 4.0: CASE STUDY ON FASHION INDUSTRY IN INDONESIA
Dublin Core
Title
BIG DATA ANALYSIS IN MARKETING DECISION MAKING INDUSTRIAL
REVOLUTION ERA 4.0: CASE STUDY ON FASHION INDUSTRY IN INDONESIA
REVOLUTION ERA 4.0: CASE STUDY ON FASHION INDUSTRY IN INDONESIA
Subject
Big data, decision making, revolution industry 4.0
Description
The Industrial Revolution 4.0 era has changed the landscape of the world of
manufacturing and technology with the integration of digital technology, automation
and sophisticated data communications. The fashion industry in Indonesia is also not
immune from the major impact of these changes, especially in marketing decision
making. Big data analysis is crucial in optimizing marketing strategies by
understanding consumer preferences, market trends and competition. However, the
use of big data also brings challenges, especially regarding the security and privacy
of consumer data. This research adopts a qualitative method with a literature review
approach to investigate the use of big data in marketing decision making in the
Indonesian fashion industry. The research results show that big data plays an
important role in customer segmentation, consumer behavior analysis, trend
prediction, and product innovation. The benefits companies gain from implementing
big data include deep understanding of consumer behavior, fast decision making,
operational efficiency, better risk management, product and service innovation,
improved customer experience, and dynamic price adjustments. However, the
challenges faced include data security risks, personal identification risks, and
compliance with global privacy regulations. Assessment of the readiness of
Indonesian fashion industry companies to adopt big data involves evaluating
technology infrastructure, data analysis skills, awareness of big data concepts, data
security and privacy, understanding customer behavior, technology adoption, ability
to process real-time data, budget availability, readiness for innovation, and
acceptance of organizational culture. By considering these aspects, companies can
evaluate the extent to which they are ready to integrate big data in marketing
decision making to achieve success in the Industrial Revolution 4.0 era.
manufacturing and technology with the integration of digital technology, automation
and sophisticated data communications. The fashion industry in Indonesia is also not
immune from the major impact of these changes, especially in marketing decision
making. Big data analysis is crucial in optimizing marketing strategies by
understanding consumer preferences, market trends and competition. However, the
use of big data also brings challenges, especially regarding the security and privacy
of consumer data. This research adopts a qualitative method with a literature review
approach to investigate the use of big data in marketing decision making in the
Indonesian fashion industry. The research results show that big data plays an
important role in customer segmentation, consumer behavior analysis, trend
prediction, and product innovation. The benefits companies gain from implementing
big data include deep understanding of consumer behavior, fast decision making,
operational efficiency, better risk management, product and service innovation,
improved customer experience, and dynamic price adjustments. However, the
challenges faced include data security risks, personal identification risks, and
compliance with global privacy regulations. Assessment of the readiness of
Indonesian fashion industry companies to adopt big data involves evaluating
technology infrastructure, data analysis skills, awareness of big data concepts, data
security and privacy, understanding customer behavior, technology adoption, ability
to process real-time data, budget availability, readiness for innovation, and
acceptance of organizational culture. By considering these aspects, companies can
evaluate the extent to which they are ready to integrate big data in marketing
decision making to achieve success in the Industrial Revolution 4.0 era.
Creator
Bahtiar Efendi1, Sunday Ade Sitorus2, Firdaus3, Merita Ayu Indrianti4,
Kraugusteeliana Kraugusteeliana5
Kraugusteeliana Kraugusteeliana5
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2024
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Citation
Bahtiar Efendi1, Sunday Ade Sitorus2, Firdaus3, Merita Ayu Indrianti4,
Kraugusteeliana Kraugusteeliana5, “BIG DATA ANALYSIS IN MARKETING DECISION MAKING INDUSTRIAL
REVOLUTION ERA 4.0: CASE STUDY ON FASHION INDUSTRY IN INDONESIA,” Repository Horizon University Indonesia, accessed April 21, 2025, https://repository.horizon.ac.id/items/show/7218.
REVOLUTION ERA 4.0: CASE STUDY ON FASHION INDUSTRY IN INDONESIA,” Repository Horizon University Indonesia, accessed April 21, 2025, https://repository.horizon.ac.id/items/show/7218.