EVALUASI PERAN BIG DATA DALAM MEMBENTUK STRATEGI KEWIRAUSAHAAN DAN PENGAMBILAN KEPUTUSAN: SYSTEMATIC LITERATURE REVIEW (SLR)

Abstract

This research is the result of a Systematic Literature Review (SLR) aimed at demonstrating how Big Data shapes business strategies and decisions. This study involves a literature review of 200 articles sourced from Google Scholar, Scopus, and IEEE. Patterns, trends, and relationships in the literature were identified using analytical tools such as Publish or Perish and VOSviewer. The findings show that VOSviewer is effective in visualizing bibliometric data analysis to gain a better understanding of re-search dynamics, particularly in specific geographical contexts. (Sutisna, 2024). The results reveal that Big Data contributes to enhancing the speed and accuracy of decision-making strategies. Com-panies can identify market trends, understand customer behavior, and optimize operations through in-depth data analysis. This study also highlights the challenges of implementing Big Data, such as the need for adequate technological infrastructure and attention to data privacy. The analysis shows that integrating Big Data into organizational strategies can improve operational efficiency and drive prod-uct and service innovation. This research provides valuable insights for business practitioners on lev-eraging Big Data to gain a competitive advantage in the modern era.