PERAN DATA ANALYTICS DALAM PENGAMBILAN KEPUTUSAN STRATEGIS DI ERA DIGITAL

Abstract

The digital era has transformed the business landscape by making data a key strategic asset in decision making. This research analyzes the role of data analytics in supporting strategic decision making in the digital era, with a special focus on implementation in Indonesia. The systematic literature review method is used to identify research gaps and current trends. The research results show that data analytics has become a crucial component in modern organizational strategies, but its implementation in Indonesia still faces various technical, organizational and infrastructure challenges. The identified research gaps include limited empirical research with representative samples, a lack of cross-sector analysis, and a lack of standard effectiveness measurement models. This research provides theoretical contributions in developing a framework for implementing data analytics as well as practical contributions in the form of strategic recommendations for organizations in Indonesia.