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All Journal Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan JURNAL VISIONIDA Journal on Education Syntax Idea Jurnal Ilmiah Profesi Pendidikan Cakrawala Repositori Imwi Journal of Social Science Jurnal Syntax Transformation Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Economics and Business UBS PROFICIO: Jurnal Pengabdian Masyarakat BASIC : Jurnal Pendidikan Sekolah Dasar Jurnal Impresi Indonesia COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Multidisiplin Madani (MUDIMA) Jurnal Locus Penelitian dan Pengabdian Elementary School: Jurnal Pendidikan dan Pembelajaran ke-SD-an Jurnal Sosial dan Sains Jurnal Indonesia Sosial Teknologi Jurnal Pendidikan Indonesia (Japendi) Matriks Equivalent: Jurnal Ilmiah Sosial Teknik Journal of Social Science Riwayat: Educational Journal of History and Humanities Journal of Digital Business and Data Science Islamic Journal of Teaching and Learning
Arif Rohman Hakim
Sekolah Tinggi Agama Isalam Kuningan
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Journal : Journal of Digital Business and Data Science

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Data Science Utilization in Consumer Trend Prediction: A Qualitative Study on an e-commerce Market Research Team in Indonesia Mar’atus Solikhah; Rudi Ferdiansah; Arif Rohman Hakim
Journal of Digital Business and Data Science Vol. 2 No. 1 (2025): Journal of Digital Business And Data Science
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jdbs.v2i1.16

Abstract

In the era of digital transformation, the e-commerce industry in Indonesia faces great challenges in understanding and responding to changes in consumer behavior that are very dynamic. Data science is a strategic approach that can help companies analyze consumer data deeply and predict market trends accurately. This research aims to explore how market research teams in e-commerce companies utilize data science in the process of predicting consumer trends. A qualitative approach with a case study design was used in this research, involving in-depth interviews, questionnaires, and observations of market research teams from three major e-commerce companies in Indonesia, namely Tokopedia, Bukalapak, and Blibli. The results show that tools such as Python, Tableau, and BigQuery are widely used in the analytics process, from data cleansing to trend visualization. The research team has a good conceptual understanding of data science, although there are still gaps in coordination between divisions. The implementation of data science has proven to have a positive impact on the accuracy of marketing strategies and the efficiency of business decision-making. Obstacles faced include limited technical human resources and lack of standardized documentation. This research provides a practical contribution in developing a data-driven market research ecosystem in Indonesia's e-commerce industry and serves as a basis for further research with a broader scope
Co-Authors Abi Surya Wijaya Abi Surya Wijaya Abi Surya Wijaya Agung Wibowo, Rendra Agustanico Dwi Muryadi Ai Nunung Akhmad Syafii Akhmad Syafi`'i Akhmad Syafi’i Akhmad Syafi’i Aldo Faisal Umam Amelia Amelia Andri Brawijaya Ayi Handayani Bagus Kuncoro Baihaqi, Yamika Brahma Fahrezi, Rendi Cut Nenden Putri Pratiwi Falah, Zidnal Faridah, Hidayatul FAUZIA, EVA Ginna Novarianti Dpp Handayani, Ayi Hanif Surya Putra, Ilyasa Hendri Sukma Indah Purnamasari Indah Purnamasari Iyam Siti Maryam Jajat Darojat JUBAEDAH JUBAEDAH, JUBAEDAH Kholil Baehaqi Luthfiah Luthfiah Maman Syahman Mar’atus Solikhah Masrukhan, M. Maulina Nabila Maulina Nabila Ma’mun Ma’mun Mohamad Erihadiana, Mohamad Muhammad Saied Muhibbin Syah Nafisah Ifatun Nazah Nasihin Arjadisastra Neneng Ratnasari Novarianti Dpp, Ginna Nugroho Adhi Santoso Nuri Wardani, Revina Prasasti, Ian Harum Rani, Prieska Rendi Brahma Fahrezi Revi Nur Fitriani Rita Rita Rudi Ferdiansah Saied, Muhammad Salamah, Mar’atus Siti Hasanah Siti Ningrum, Uum Siti Nuraeni, Siti Slamet Santoso Solehudin Solehudin Solehudin, Solehudin Sujaah, Aah Sukma Hendrian Sulaeman Sulaeman Surya Wijaya, Abi Suryadi Budiutomo Syafi’i, Akhmad Tatang Ruspandi Taufik Hidayat Upit Elya Rohimi Uum Siti Ningrum Wulandari Wulandari Wulandari Wulandari Yoyoh Yoyoh Yudi Karisma Sari Zuldhan Ibnu Pangestu