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Arif Rohman Hakim
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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 Agus Rohmat Hidayat Agustanico Dwi Muryadi Ai Nunung Aisyah Aisyah Akhmad Syafii Akhmad Syafi`'i Akhmad Syafi’i Akhmad Syafi’i Aldo Faisal Umam Alifiatun Asyifah Amelia Amelia Andri Brawijaya Ayi Handayani Bagus Kuncoro Baihaqi, Yamika Brahma Fahrezi, Rendi Cut Nenden Putri Pratiwi Darojat, Jajat Donny muda priyangan Falah, Zidnal FAUZIA, EVA Ginna Novarianti Dpp Hanif Surya Putra, Ilyasa Hendri Sukma Hidayatul Faridah Ian Harum Prasasti Indah Purnamasari Iyam Siti Maryam Jajat Darojat JUBAEDAH JUBAEDAH, JUBAEDAH Kadarisman Kadarisman Kholil Baehaqi Luthfiah Luthfiah Luthfiah Luthfiah Maman Syahman Mar’atus Salamah Mar’atus Solikhah Masrukhan, M. Maulina Nabila Maulina Nabila Ma’mun Ma’mun Mohamad Erihadiana, Mohamad Muhammad Saied Muhibbin Syah Mukhlisin Mukhlisin Nafisah Ifatun Nazah Nasihin Arjadisastra Neneng Ratnasari Novarianti Dpp, Ginna Nugroho Adhi Santoso nurhadi, hafidin Nuri Wardani, Revina Prasasti , Ian Harum Prasasti, Ian Harum Rani, Prieska Rendi Brahma Fahrezi Revi Nur Fitriani Rita Rita Rudi Ferdiansah Saeful Anwar, Saeful Saied, Muhammad Siti Hasanah Siti Helmyati 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 Taufik Ridwan, Taufik Upit Elya Rohimi Uum Siti Ningrum Wulandari Wulandari Yoyoh Yoyoh Yudi Karisma Sari Zuldhan Ibnu Pangestu