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Journal : journal of computer science and technology application

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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/corisinta.v3i1.148

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 , Elfitra Desy Surya Abdiyanto Abdiyanto Ade Novalina Adelina Lubis Adi Harianto Affendy Abu Hassim Affendy Abu Hassim Agnes Agnes Agus Nuryatin Agus Susanto Agus Susanto Ahmad Fadli Ahmad Fadli Ahmad Rivai Albert Albert Albert Albert Aldila Dinanti, Aldila Ali Syah Putra Ali Syah Putra Alimin, Erina Amalia, Fiqrida Amanda, Sharina Amin Hou Ananda, Fajar Rezeki Andre Andrian Andrian Andy Wijaya Angelika Subur Angeline Angeline Anggun R Sulistia Anisah Siregar Anita Anita Asda Ria Sitorus Astika, Enda Ayu Wirda Ningsih Az Zahrawani Ramadhan azzahra, an suci Bagus Hendra Wijaya Bangun, Jessica Bashira Bashira Beatrix Patricia Lee Beby Nofriza Bhaktiar Efendi Bunga Aditi Butar Butar, Ribka Sari Chandraj Chatarina Umbul Wahyuni Chorin Tandean Clarisse Dadang Munandar Darwan Tanady David Christian Tambun Debora Tambunan Deby Siska Oktavia Pasaribu Deva Djohan Devi Purnama Sari Devia Febrina Dewi Mahrani Rangkuty Dewi Rafiah Pakpahan Dian Nuzulia Armariena, Dian Nuzulia Dilla Fadila Rusmawadi Dita Ibrena Luluina Br Tarigan Djakasaputra, Arifin Duffin Dwi Septi Haryani Elyzabeth Wijaya Emiya Sindamaeysa Br Ginting Emma Novirsari Emma Novirsari Endang Maryanti Enjel Erica Mentari Br Purba Erina Alimin Eryc Ester Hervina Sihombing Ester Hervina Sihombing ESTER HERVINA SIHOMBING, ESTER HERVINA Eugenio Eugenio Fachry Abda El Rahman Fakhrul Hirzi, M. Farah Jihan Nabila Fauzia Mei Salsabillah Felicya Tiopan Feriani Astuti Tarigan Fina Nailatul Izzah Florentia Jasmine Ginting, Rika Adelina Br. Hamjah Arahman Hazmanan Kahir Heber Arihta Sitepu Helena Louise Panggabean Hendra Saputra Hendri Hendy Hendy Herlin Munthe Herlina Novita Herti Kristiyani Silalahi Hervina Sihombing, Ester Hery Syahrial Husni, Calysta Thedrica Hutagaol, Arnold Ida Ayu Putu Sri Widnyani Ihsan Effendi IKA PUSPA SATRIANNY Ikyboy Van Versie Indah Sari Indra Budiman Indra Budiman Jamaluddin Jamaluddin Jansen Layoji Jasruddin Daud Malago Jelita. S. Srirahayu Situmorang Jesslyn Anggara Jhanita Fransisca Jhon Winfri Sitohang John Kerli Jonathan Parker Juliansyah, Roni Junaidi Junaidi Junaidi Junaidi Kabiru Sa'ad Sa'id Kelvin Halim Wijaya Kosasih, Hengky Kuandi Chandra Leami Manao Lenta Friska Purba Lia Nazliana Nasution Limbong, Ryandi Loly Lubis, Fajar Rezeki Ananda M. Chandra Wibowo Mahammad Fathoni Mahyudin Manda Dwipayahi Bhastary Manda Dwipayani Bhastary Marpaung, Durahman Marshella, Marshella Martin Martin Martin Martin Martin Mega Sanjaya Melfrianti Romauli Purba Melfrianti Romauli Purba Melfrianti Romauli Purba Mexenro Gerael Hutagaol Mhd Ismail Magfur Mhd Restu Razaq Razaq Michael Novtriandy Sidabutar Mikhael Mikhael Muh. Fahrurrozi Muhammad Arsyad Muhammad Fathoni Muhammad Fathoni, Muhammad Muhammad Fauzan Azhmy Muhammad Nabil Arya Muhammad Salim Muda Simanjuntak Nabila Azmi Nainggolan, Susan G.V. Nas Haryati Setyaningsih Naufal, M Dzaky Rafi Nicky Haitmen Nidya Banuari Nikous Soter Sihombing Nirmadarningsih Hiya Nirmalasari Nirmalasari Nisa Kamelia Napitupulu Nur Ikhsan Umam nur subiantoro Nurhani Aviona Nurul Syafiqah Azman Panjaitan, Torang Daud Pebri, Prianda Prem Raaj Purnama Yanti Purba Rachel Rachel Raden Mohamad Herdian Bhakti Rafida Khairani Rafles Alexander Simanjuntak Ramzi Zainum Ikhsan Ratih Amelia Ratih Amelia Ray Muza Adam Knelissen Rezeki, Indra Richard Albert Rifda Daulay, Zulia Riki Rinaldi Gea Rita Rita Rivai, Ahmad Rivai, Ahmad Rivandy Anggesti Robin Roni Juliansyah Roseline Roseline Rulliyani, Rulliyani Ruth Meivera Siburian Sabaruddin Chaniago Sai Vinodhini Said Nasser Al-Amrani SALMAN FARIS Salman Faris Salman Faris Saputra, Jumadil Satria Tirtayasa Shamir Hashim Syarif Sharina Osman Sherly Tantriana Simbolon, Angelina Sindy Siswa Panjang Hernosa Siti Alhamra Salqaura Siti Alhamra Salqaura Siti Sabrina Salqaura Siti Sabrina Salqaura Srie Hartati Steven Gea Surya Surya Syaifuddin Syaifuddin Syaifullah Syaifullah Syarif Maulidin Tantriana, Sherly Teguh Supriyanto Teja Rinanda Tennisya Febriyanti Suardi Thamrin Thamrin Thomas Sumarsan Goh Tiffany Tanady Tony Honkley Tyus Windi Ayuni Valerie, Valerie Wan Suryani Widy Hastuty HS Wijaya, Kelvin Halim Wiliam Wiliam Wiliam William Wily Julitawaty Wily Julitawaty Winnie Yusniar Lubis Zahra, Aminatu Zakia Fadila Zi Xuan, Alvin Teo Zulia Rifda Daulay Zulia Rifda Daulay Zulia Rifda Daulay