BUSINESS INTELLIGENCE APPROACH TO MARKET RESEARCH ON FOOD COMMODITY BY USING BIG DATA ANALYSIS, CASE STUDY: FORUM JUAL BELI KASKUS

Abstract

The emerging Covid-19 pandemic and the increasing use of internet access trend in Indonesia have successfully changed most consumer behaviour, shifting into the online market (e-Commerce) instead of the conventional physical market. It also presents vast new business opportunities, particularly in the food and beverage industries. However, the authority must transform the decision support system based on data-driven consideration to ensure consumer protection. This research aimed to present the Big Data Analysis power to find insight from the current condition of e- commerce by conducting market research on Forum Jual Beli Kaskus, which was chosen due to less restriction while implementing the self-programming web scrape engine. The collected data is then analyzed through Rapidminer software for text preprocessing and predictive models shown in the Business intelligence tool. Authors find that the web scraping engine successfully collected the whole population of products listed in the food and beverages category as well as text preprocessing resulted in several keywords which represent the product trend. The prediction model achieved 99.85% accuracy and a minimum 80% precision class while the test dataset was introduced to confirm and test the model. By utilizing The Big Data Analysis and Business Intelligence Tools, the government authority could catch enormous insight based on the real-time market research process to formulate a better policy approach.