https://www.aksiologi.org/index.php/gemahripah <p><span style="text-decoration: underline;"><strong>GEMAH RIPAH: Jurnal Bisnis</strong></span></p> <ul> <li>Journal Title : <a href="https://aksiologi.org/index.php/gemahripah/about"><strong>GEMAH RIPAH: Jurnal Bisnis</strong></a> </li> <li>Initials : <a href="https://aksiologi.org/index.php/gemahripah/about"><strong>GRJB</strong></a></li> <li>Grade : Sinta 5</li> <li>Frequency : <strong>4 issues per year</strong></li> <li>DoI : <a href="https://doi.org/10.69957"><strong>10.69957</strong></a></li> <li>Online ISSN : <a href="https://issn.brin.go.id/terbit/detail/20230718212279038"><strong>3021-8241</strong></a></li> <li>Editor in Chief : <strong><a href="https://sinta.kemdikbud.go.id/authors/profile/6779966">Mohamad Roisul Basyar</a></strong></li> <li>Publisher : <a href="https://aksiologi.org/"><strong>KELOMPOK KOMUNITAS LABORATORIUM PENELITIAN</strong></a></li> <li><strong> <a href="http://www.ibnurochimconnection.blogspot.com">(COMMUNITY OF RESEARCH LABORATORY)</a></strong></li> <li>Cite Analysis : <a href="https://scholar.google.co.id/citations?user=FW6e3F0AAAAJ&amp;hl=id"><strong>Google Scholars</strong></a></li> <li>Indexing : <a href="https://garuda.kemdikbud.go.id/journal/view/31959"><strong>GARUDA</strong></a></li> </ul> <p><strong>GEMAH RIPAH: Jurnal Bisnis</strong> is a double -blind peer-reviewed open access journal established by Kelompok Komunitas Laboratorium Penelitian.</p> <h3>^{<strong>GEMAH RIPAH</strong><strong>: Jurnal Bisnis, e-ISSN 3021-8241 </strong>diterbitkan oleh Departemen Aksiologi, KELOMPOK KOMUNITAS LABORATORIUM PENELITIAN (COMMUNITY OF RESEARCH LABORATORY), yang berkantor di Jl. Nginden Intan Timur XV No. 11 Surabaya, Jawa Timur, Indonesia,, sebagai media komunikasi dan diseminasi hasil penelitian dan karya ilmiah di bidang Bisnis dan ekonomi; Manajemen; Sumber Daya; Marketing; Akuntansi; dan Pembangunan. Redaksi <span style="text-decoration: underline;">GEMAH RIPAH</span>: Jurnal Bisnis, <strong>e-ISSN 3021-8241 </strong>sangat terbuka menerima artikel hasil riset dan resensi buku terkait ruang lingkup kami di bidang Bisnis dan Ekonomi, serta Pembangunan.}</h3> KELOMPOK KOMUNITAS LABORATORIUM PENELITIAN (COMMUNITY OF RESEARCH LABORATORY) en-US GEMAH RIPAH: Jurnal Bisnis 3021-8241 <p>Ketentuan hukum formal untuk mengakses artikel digital jurnal elektronik ini tunduk pada ketentuan lisensi <em><strong>Creative Commons Attribution-ShareAlike</strong> </em>(<strong>CC BY-SA</strong>), yang berarti GEMAH RIPAH: Jurnal Bisnis berhak untuk menyimpan, mengubah format, mengelola di pangkalan data, memelihara dan menerbitkan artikel tanpa meminta izin dari Pencipta selama tetap mempertahankan nama Pencipta sebagai pemilik Hak Cipta.</p> https://www.aksiologi.org/index.php/gemahripah/article/view/2217 <p>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.</p> Rosyid Nurrohman Ahmad Firman Hakim Mukhibatul Hikmah Ummi Nadroh Ziya Ibrizah Copyright (c) 2025 Rosyid Nurrohman; Ahmad Firman Hakim; Mukhibatul Hikmah; Ummi Nadroh; Ziya Ibrizah https://creativecommons.org/licenses/by-sa/4.0 2025-06-27 2025-06-27 5 03 1 13 10.69957/grjb.v5i03.2217