SYSTEMATIC LITERATURE REVIEW: DAMPAK ANALISIS BIG DATA DALAM MENINGKATKAN WAWASAN DAN LOYALITAS KONSUMEN DI SEKTOR INDUSTRI

Nurul Insani Makmur; Moehammad Iqbal Sultan; Sudirman Karnay

doi:10.52423/jikuho.v10i2.1591

Authors

Nurul Insani Makmur Universitas Hasanuddin
Moehammad Iqbal Sultan Universitas Hasanuddin
Sudirman Karnay Universitas Hasanuddin

DOI:

https://doi.org/10.52423/jikuho.v10i2.1591

Keywords:

Analisis Big data, Consumer Insights, Loyalitas Pelanggan

Abstract

Penelitian ini mengkaji dampak penerapan big data dalam meningkatkan wawasan dan loyalitas konsumen di sektor industri (2019–2023) melalui Systematic Literature Review (SLR). Analisis terhadap 49 artikel terpilih (dari 393 studi awal) menunjukkan bahwa big data berkembang pesat di sektor perbankan, perhotelan, ritel, telekomunikasi, dan manufaktur dengan fokus utama pada analisis preferensi konsumen. Namun, implementasinya menghadapi tantangan seperti kompleksitas pengolahan data, keterbatasan SDM ahli, serta isu privasi dan keamanan data. SLR dipilih karena kemampuannya menyajikan tinjauan komprehensif lintas sektor, berbeda dengan pendekatan studi kasus atau eksperimen yang cenderung terbatas. Pencarian literatur menggunakan ScienceDirect dan Google Scholar dengan kata kunci “big data”, “consumer insight”, “customer loyalty”, dan “sector industry”, kemudian diseleksi melalui kriteria inklusi-eksklusi serta Quality Assessment. Temuan penelitian memberikan kontribusi dalam pemetaan pemanfaatan big data di berbagai industri serta mengidentifikasi kebutuhan penelitian lanjutan terkait regulasi privasi data dalam analitik big data.

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