APPLYING PREDICTIVE ANALYSIS AND ITS RELATIONSHIP TO THE EFFECTIVENESS OF BUSINESS DECISIONS IN E-COMMERCE COMPANIES

Abstract

This research aims to explore the application of predictive analysis in the context of business decision making in e-commerce companies and analyze its relationship with the effectiveness of decision making. In the ever-growing digital era, e-commerce companies face challenges in managing the large volumes of data and information generated. Predictive analytics is important because it can help e-commerce companies understand hidden patterns and trends in their data, as well as predict future outcomes. By implementing effective predictive analytics, e-commerce companies can make better decisions, improve business performance and maintain a competitive advantage. This research uses a qualitative approach by collecting data through interviews and literature study. The results of this research are expected to provide valuable insight into the application of predictive analysis in business decision making in e-commerce companies, as well as identifying factors that influence the effectiveness of decision making.