BIG DATA-DRIVEN CONSUMER BEHAVIOR PREDICTION AS A BASIS FOR SUSTAINABLE DECISION-MAKING: A STUDY OF GENERATION Z IN EAST KALIMANTAN

Rosyid Nurrohman; Ahmad Firman Hakim; Mukhibatul Hikmah; Ummi Nadroh; Ziya Ibrizah

doi:10.69957/grjb.v5i03.2217

Authors

Rosyid Nurrohman Universitas Mulawarman
Ahmad Firman Hakim Universitas Mulawarman
Mukhibatul Hikmah Universitas Mulawarman
Ummi Nadroh Universitas Mulawarman
Ziya Ibrizah Universitas Mulawarman

DOI:

https://doi.org/10.69957/grjb.v5i03.2217

Keywords:

Big Data Analytics, Consumer Behavior Prediction, Sustainable Decision-Making

Abstract

This study explores the optimization of big data analytics (BDA) to predict the consumer behavior of Generation Z (1997–2012) in East Kalimantan, Indonesia, within the context of digital transformation. The research aims to identify how localized digital consumption patterns intersect with cultural and infrastructural constraints. Employing a qualitative exploratory design through multiple case studies, data were gathered from 25–30 semi-structured interviews, four focus group discussions, and digital ethnography on platforms such as TikTok and Instagram. Thematic analysis uncovered five major findings: intensive use of TikTok for local product reviews significantly shaped purchase decisions; mixed attitudes toward personalization features; collectivist cultural norms driving peer-influenced behavior; limited awareness of data privacy mechanisms; and the emergence of a predictive model rooted in geo-cultural context. The study concludes that while BDA holds predictive potential, its efficacy is constrained by digital infrastructure and cultural values. A proposed cultural algorithm framework suggests integrating environmental variables and leveraging micro-influencer engagement to enhance sustainable digital decision-making. This research contributes to the development of culturally adaptive big data applications and advances the discourse in technology acceptance and ethical analytics.

Author Biography

Rosyid Nurrohman, Universitas Mulawarman

Sivitas Akademika Universitas Mulawarman

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