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Journal : Journal of Computer Science and Technology Application

Strategic Business Forecasting and Market Trends Analysis Using Machine Learning Techniques Eryc; Nasib; Muh. Fahrurrozi; Ramzi Zainum Ikhsan; Parker, Jonathan
CORISINTA Vol 3 No 1 (2026): February
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/p8sbs746

Abstract

This study, titled Strategic Business Forecasting and Market Trends Analysis Using Machine Learning Techniques, explores how artificial intelligence (AI) particularly machine learning (ML) can enhance the accuracy and strategic impact of business forecasting in dynamic markets. Traditional statistical forecasting methods often fail to accommodate complex, nonlinear, and high-dimensional data. To address this gap, the research develops and validates a machine learning–based forecasting model designed to integrate predictive analytics into strategic decision-making. The study adopts a quantitative approach and employs Structural Equation Modeling (SEM) using SmartPLS 3 to examine the interrelationships among four latent variables: Market Trends (MT), Forecasting Accuracy (FA), Strategic Planning Efficiency (SPE), and Business Performance (BP). Each construct is measured using three indicators, forming a structural model that tests six hypothesized relationships. The results indicate that understanding market trends significantly improves forecasting accuracy and strategic planning efficiency, which in turn positively influences business performance. Furthermore, forecasting accuracy directly enhances both planning efficiency and overall performance, emphasizing the strategic value of data-driven insights. The findings validate the reliability and predictive power of the proposed model, offering a robust framework for organizations aiming to leverage machine learning in strategic forecasting. By bridging the gap between algorithmic prediction and managerial application, this study contributes to the growing field of AI-driven business analytics and supports the development of more agile, informed, and resilient business strategies in a data-centric economy.
Co-Authors Adam Semedhi Permana Agus Riswanto Ahmad Muhamad Mustain Nasoha Ahyani, Nurul Akmal, Muhammad Syafiq Alparizi, Salman Amrullah Amrullah Andani , Ulia Rizki Anggraini, Elya Siska Aris Munandar, Siswoyo Arita Witanti Artika, Yuni Ashfiya Nur Atqiya Atisina, Supardi Aulia, Nanda Rizky Aulia, Syarifah Azhari SN Azhari, Sopian Aziz, Hafizatul Badarudin Baiq Dewi Ratnasari Baiq Intan Fuji Lestari Baiq Jauziati Baiq Jauziati Baiq Liana Widiyanti Baiq Yuliana Rizkiwati Damayanti, Elok Danang Prio Utomo Dedi Riyan Rizaldi Desi Nila Dartika Sari Dukha Yunitasari Dzulhijjah, Miftahul Nurul Eka Farida Eryc Evina Apriyani Fachrurrohman, Rozi Arfin Fadhilla, Nada Farhana Muhammad Farida, Eka Fidiawati, Fidiawati Fitra Salami Flores Tanjung Hairul Anam Hajriana Arfah Hardandrito, Awan Gumilang Hartini Haritani Hartini Hartini Hary Murcahyanto Hasan Basri Hasan Basri Hasan Basri Hatibul Umam Herman Supriadi Heru Cahyono Husnul Hatimah, Husnul Huzain Jailani Irda Nur Oktafiani Izza, Faradillah Nurul Jeremy Arif Gonjales Tarigan Karyawan, Lalu Budi Khairunnazri Khirjan Nahdi Kholidah, Neneng Rika Jazilztul Khusnul Fikriyah Komalasari, Iswari Laila Wati Laili Atil Far'i Lalu Puji Indra Kharisma Lia Dianti Lutfi Lailatul Hikmah Lutfiah Aila Nada M. Adib Nazri M. Juaini M. Nizomul Asfari M. Saleh Sofyan Majid, Muhip Abdul Mardawiah, Mufidatul Marhamah Marhamah Maryati Bachtiar Mispandi Mispandi Mohzana Muh Hilmi Pauzi Muhamad Ali Muhamad Ali Muhamad Juaini Muhammad Adi Junaidi Muhammad Ali Sukran Muhammad Ali Sukran Muhammad Arif Parluhutan Sitompul Muhammad Muhyihuddin Abdul Qodir Jailli Muhammad Ramli Muhammad Ramli Muhammad Rapii Muhip Abdul Majid Muhra Damarullah Munandar, Siswoyo Aris Mutia Havits Silaen Naru, Germanus Nasib Neneng Rika Jazilztul Kholidah Nilwan Nilwan, Nilwan Nnamdi Ogbolu, Anthony Novia Widiarti Nurhaini Siregar Nurlaili Nurlaili Nurul Yakin Nurul Yakin Pahrudin Pahrudin, Pahrudin Parker, Jonathan Rahadi, Irwan Rahadi, Irwan Ramzi Zainum Ikhsan Ratih Lestari Ratna Permata Sari Ririn Novitasari Riska Fitriani Rizal, Ahmad Ashril Rohaeniah Zain Rosalin, Rizqi Praimadi Rosalin Safarwadi , Safarwadi Samsul Lutfi Sapri Sapri Sari, Luky Vianika Sholihah, Isfi Siti Mawaddah Siti Nur Laili Rahmawati Siti Surodiana Sofiana, Eva Maulidah Sofiani, Evi Maulidah Solihah, Amraini Wahidatus Solihatun Ummah Sopiatun, Sopiatun Subhani, Armin - Sugandi, Yogi Birrul Walid Sukardi Sukardi Sukardi Sukardi Sukran, Muhammad Ali Sumarsono Sumarsono Suparmanto Susilawati, Susilawati Syam, Syukur Ummah, Solihatun Usuluddin, Usuluddin Wijaya, Lalau Hendra Wildan Wildan Wildan Yogi Birrul Walid Sugandi Yogi Rahmadi Putra YUDI NUR SUPRIADI Yuliana Yuliana Zain, Rohaeniyah Zaini, Muhamad Zaitun Zaitun Zaitun Zaitun Zamroni Uska, Muhammad Ziadatul Fatimah Zilatul Ariani Zulkifli