Nurrohman, R., Hakim, A. F., Hikmah, M., Nadroh, U., & Ibrizah, Z. (2025). BIG DATA-DRIVEN CONSUMER BEHAVIOR PREDICTION AS A BASIS FOR SUSTAINABLE DECISION-MAKING: A STUDY OF GENERATION Z IN EAST KALIMANTAN. GEMAH RIPAH: Jurnal Bisnis, 5(03), 1–13. https://doi.org/10.69957/grjb.v5i03.2217