Big Data Technology to Improve Marketing Strategy
DOI:
https://doi.org/10.59247/bim.v3i1.331Keywords:
Big Data, Marketing Strategy, SmartPLS, Decision Making , Consumer Analytics, Digital TechnologyAbstract
This study aims to analyze the effect of Big Data technology implementation on the effectiveness of a company's marketing strategy, by considering intermediary variables such as consumer understanding and data-based decision making. A quantitative approach was used in this study by collecting data through a survey of 110 respondents who are marketing managers in various industrial sectors in Indonesia. The data were analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS) through SmartPLS 4.0 software. The results of the study indicate that the implementation of Big Data has a significant positive effect on marketing strategies, both directly and through increasing understanding of consumer behavior. This finding indicates that the integration of Big Data in the marketing process can improve the accuracy of market segmentation, campaign effectiveness, and service personalization. The practical implications of this study encourage companies to adopt data analytics as the main foundation in strategic marketing decision making in the digital era.
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