<![CDATA[The mushroom industry plays an increasingly important role in the agri-food sector due to rising demand for nutritious, functional, and sustainable food products. However, the mushroom supply chain faces significant challenges related to perishability, short shelf life, and demand uncertainty, which often result in inventory losses and inefficiencies. This study examines the role of big data analytics capability in enhancing demand forecasting accuracy and its impact on supply chain performance within the mushroom industry. Using a quantitative explanatory research design, data were collected through a structured questionnaire survey of mushroom supply chain actors, including producers, processors, distributors, and retailers. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that big data analytics capability has a significant positive effect on demand forecasting accuracy and supply chain performance. Furthermore, demand forecasting accuracy partially mediates the relationship between big data analytics capability and supply chain performance. These findings highlight the strategic importance of data-driven forecasting in managing demand uncertainty and improving operational efficiency in perishable agribusiness supply chains. This study contributes to the literature by extending big data analytics and demand forecasting research to the mushroom industry, providing both theoretical insights and practical implications for enhancing supply chain sustainability and competitiveness.]]>
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