The Impact of Big Data Analytics on Economic Decision-Making in Startup Companies

Abstract

The development of digital technology has brought significant changes to the business world, particularly for startups, which are required to move quickly and adapt to market dynamics. One technology that plays a crucial role is Big Data Analytics (BDA), which enables the processing of large amounts of data to produce more accurate and relevant information for decision-making. This study aims to analyze the influence of BDA on economic decision-making in startups using a quantitative approach. Data were collected through a survey of 120 respondents, managers and decision-makers at various startups in Indonesia. The analysis was conducted using multiple linear regression, accompanied by normality tests, t-tests, F-tests, and coefficient of determination tests. The results show that BDA has a positive and significant effect on the quality of economic decisions. The t-test demonstrates a significant contribution of BDA to the variation in economic decisions, while the F-test confirms the overall significance of this research model. The coefficient of determination value of 0.654 indicates that 65.4% of the variation in economic decisions can be explained by the use of BDA. The visualization of the research results in the form of regression graphs and a comparison of predictions and actual results further strengthens the role of BDA in improving the accuracy and effectiveness of decision-making. Thus, this study confirms that the implementation of BDA provides strategic benefits for startup companies in increasing competitiveness, effectiveness of business strategies, and the ability to adapt to changes in the economic environment.