Analysis of Managerial Decision Making in the Face of Market Demand Uncertainty in the Digital Era

Kholilul Kholik (Universitas Pembangunan Panca Budi)
Risha Joanda (Universitas Pembangunan Panca Budi)

International Journal of Economic, Technology and Social Sciences (Injects)
Vol. 6 No. 1 (2025): Mei 2025

This study aims to analyze managerial decision-making in dealing with market demand uncertainty in the digital era through a data-driven and analytical approach. Demand uncertainty has become a major challenge for managers due to rapid changes in consumer behavior and dynamic market conditions. The research employs a quantitative approach involving twenty respondents consisting of managers and supervisors in organizations that have adopted digital technologies. Data analysis is conducted descriptively and further examined using a simulation of Structural Equation Modeling with Partial Least Squares to test the relationships among variables. The findings indicate that the implementation of data-based decision-making improves the quality of managerial decisions and reduces perceived demand uncertainty. However, digital technology functions as a supporting tool, while managerial judgment remains the key determinant of final decisions. This study provides empirical insights for managerial practices in addressing market uncertainty in the digital economy.