Big Data and Artificial Intelligence: Implications and Strategies for Business Development in Indonesia
Abstract
The rapid development of digital technology has significantly influenced business growth in Indonesia. Big Data and Artificial Intelligence (AI) have emerged as crucial tools in optimizing decision-making, improving operational efficiency, and enhancing business competitiveness. This study aims to conduct a Systematic Literature Review (SLR) to analyze the utilization of Big Data and AI in business development in Indonesia. The research identifies key benefits, challenges, and strategies for technology adoption. The findings highlight that Big Data enables businesses to extract valuable insights from vast datasets, while AI facilitates automation and predictive analytics to enhance marketing strategies, customer experience, and supply chain efficiency. However, several challenges hinder widespread adoption, including limited digital infrastructure, a shortage of skilled professionals, high investment costs, and regulatory concerns regarding data security and privacy. The study suggests that strengthening digital literacy, improving technological infrastructure, and fostering collaboration between government, academia, and industry are critical to accelerating the adoption of these technologies. By leveraging Big Data and AI effectively, businesses in Indonesia can enhance their competitive advantage and drive sustainable economic growth in the digital era.
References
Abdillah, M. D. (2023). Digital Transformation in Indonesian MSMEs : Adoption , Impact , and Future Directions. Eastasouth Proceeding of Economics and Business (EPEB), 1(1), 64–70. https://asj.eastasouth-institute.com/index.php/epeb
Abhulimen, A. O., & Ejike, O. G. (2024). Solving supply chain management issues with AI and Big Data analytics for future operational efficiency. Computer Science & IT Research Journal, 5(8), 1780–1805. https://doi.org/10.51594/csitrj.v5i8.1396
Admass, W. S., Munaye, Y. Y., & Diro, A. A. (2024). Cyber security: State of the art, challenges and future directions. Cyber Security and Applications, 2(July 2023), 100031. https://doi.org/10.1016/j.csa.2023.100031
Agustiawan, D. A. (2024). Digital Banking Transformation AI Enhances Efficiency And Customer Experience Seminar Perspective Industry. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 23(1), 191–200. https://doi.org/10.32509/wacana.v23i1.4130
Alexandra, S., Handayani, P. W., & Azzahro, F. (2021). Indonesian hospital telemedicine acceptance model: the influence of user behavior and technological dimensions. Heliyon, 7(12). https://doi.org/10.1016/j.heliyon.2021.e08599
Ali, M., Khan, T. I., Khattak, M. N., & ŞENER, İ. (2024). Synergizing AI and business: Maximizing innovation, creativity, decision precision, and operational efficiency in high-tech enterprises. Journal of Open Innovation: Technology, Market, and Complexity, 10(3). https://doi.org/10.1016/j.joitmc.2024.100352
Anatan, L., & Nur. (2023). Micro, Small, and Medium Enterprises’ Readiness for Digital Transformation in Indonesia. Economies, 11(6). https://doi.org/10.3390/economies11060156
Asian Development Bank. (2020). INNOVATE INDONESIA: Unlocking Growth Through Technological Transformation. https://www.adb.org/sites/default/files/publication/575806/innovate-indonesia-unlocking-growth.pdf
Baltasar, S., & Marbun, T. (2024). Artificial Intelligence , Disrupted Innovation And Operational Management. HUMANIS, 5(1), 367–381. http://www.openjournal.unpam.ac.id/index.php/SNH
Bucciarelli, E., Odoardi, I., & Muratore, F. (2010). What role for education and training in technology adoption under an advanced socio-economic perspective? Procedia - Social and Behavioral Sciences, 9(December 2010), 573–578. https://doi.org/10.1016/j.sbspro.2010.12.199
Byrapu Reddy, S. R., Kanagala, P., Ravichandran, P., Pulimamidi, D. R., Sivarambabu, P. V., & Polireddi, N. S. A. (2024). Effective fraud detection in e-commerce: Leveraging machine learning and big data analytics. Measurement: Sensors, 33(December 2023), 101138. https://doi.org/10.1016/j.measen.2024.101138
Firza Cahya, A. D., Samudera, K., Saphira, A., & Hidayat, M. S. (2023). Published by Postgraduate Program, Master of Laws, Faculty of Law. Universitas Negeri Semarang, Indonesia VOLUME, 1(2), 14–29. https://www.jurnal.id/id/blog/contoh-penerapan-artificial-intelligence-ai-dalam-dunia-
Galib, M., Rijal, S., & Gunawan, A. (2024). Correlation Between Switching Costs and Customer Loyalty : Integration of AI in Theoretical and Practical Approaches. MARIOBRE: Journal of Marketing Management and Innovative Business Review, 2(2), 68–75. https://www.ojsapaji.org/index.php/mariobre/article/view/309
Gayatri, G., Nyoman, I. G., Jaya, M., & Rumata, V. M. (2025). The Indonesian Digital Workforce Gaps in 2021 – 2025.
Gusman, S. W. (2024). Development of the Indonesian Government’s Digital Transformation. Dinasti International Journal of Education Management And Social Science, 5(5), 1128–1141. https://doi.org/10.38035/dijemss.v5i5.2868
Haleem, A., Javaid, M., Asim Qadri, M., Pratap Singh, R., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3(August), 119–132. https://doi.org/10.1016/j.ijin.2022.08.005
Halik, J. B., & Halik, M. Y. (2024). Open Innovation And Digital Marketing : A Catalyst For Culinary SMEs In Makassar. Jurnal Manajemen, 28(03), 588–612. https://doi.org/10.24912/jm.v28i3.2059
Halik, J. B., Parawansa, D. A. S., Sudirman, I., & Jusni, J. (2023). Implications of IT Awareness and Digital Marketing to Product Distribution on the Performance of Makassar SMEs. 유통과학연구 Journal of Distribution Science, 21(7), 105–116. https://doi.org/10.15722/jds.21.07.202307.105
Halik, J. B., Rantererung, C. L., Sutomo, D. A., Rasinan, D., Daud, M., & Todingbua, M. A. (2024). Era Disruptif (J. B. Halik (ed.); 1st ed.). CV. Adanu Abimata. https://books.google.co.id/books?hl=en&lr=&id=kKUDEQAAQBAJ&oi=fnd&pg=PA179&ots=GVM0GTeahE&sig=ixF8ruUsRR4KmAtdE_GYwrlvO4k&redir_esc=y#v=onepage&q&f=false
Halik, J., Halik, M., Nurlia, N., Hardiyono, H., & Alimuddin, I. (2021). The Effect of Digital Marketing and Brand Awareness on the Performance of SMEs in Makassar City. ICONEBS 2020: Proceedings of the First International Conference on Economics, Business and Social Humanities, 84. https://doi.org/10.4108/eai.4-11-2020.2304613
Hidayat, A., Susilowati, H., & Miranti, A. (2024). Utilizing AI for Predicting Demand and Managing Supply Chains in E-commerce Organizations. Journal of Management and Informatics (JMI), 3(2), 250–266. https://doi.org/10.27824/jmi.v3.i2.32
Hindarsah, I. (2023). Impact of Using Artificial Intelligence in business modeling. Journal of Economics and Business (JECOMBI), 4(1), 52–59. http://jecombi.seaninstitute.or.id/index.php/JECOMBI/index
Husein, M., Putro, H. P., Rajagukguk, J. R., & Putranto, K. E. (2024). The Role of Artificial Intelligence in Improving the Efficiency of the Company’s Supply Chain. International Journal of Engineering, Science and Information Technology, 4(4), 156–172. https://doi.org/10.4018/979-8-3693-3350-1.ch011
Hussein, A. A. (2020). Fifty-Six Big Data V’s Characteristics and Proposed Strategies to Overcome Security and Privacy Challenges (BD2). Journal of Information Security, 11(04), 304–328. https://doi.org/10.4236/jis.2020.114019
Ika Sari, G., Winasis, S., Pratiwi, I., Wildan Nuryanto, U., & Basrowi. (2024). Strengthening digital literacy in Indonesia: Collaboration, innovation, and sustainability education. Social Sciences and Humanities Open, 10(August), 101100. https://doi.org/10.1016/j.ssaho.2024.101100
Ikhsan, R. B., Fernando, Y., Prabowo, H., Yuniarty, Gui, A., & Kuncoro, E. A. (2025). An empirical study on the use of artificial intelligence in the banking sector of Indonesia by extending the TAM model and the moderating effect of perceived trust. Digital Business, 5(1), 100103. https://doi.org/10.1016/j.digbus.2024.100103
Jayeola, O., Sidek, S., Sanyal, S., Hasan, S. I., An, N. B., Mofoluwa Ajibade, S. S., & Phan, T. T. H. (2022). Government financial support and financial performance of SMEs: A dual sequential mediator approach. Heliyon, 8(11). https://doi.org/10.1016/j.heliyon.2022.e11351
Judijanto, L., Solapari, N., & Putra, I. (2024). An Analysis of the Gap Between Data Protection Regulations and Privacy Rights Implementation in Indonesia. The Easta Journal Law and Human Rights, 3(01), 20–29. https://doi.org/10.58812/eslhr.v3i01
Kementrian Koordinator Bidang Perekonomian RI. (2022). Government Program Support in Empowering MSMEs to Strengthen Regional Economic Stability. Webpage. https://www.ekon.go.id/publikasi/detail/3688/government-program-support-in-empowering-msmes-to-strengthen-regional-economic-stability
Kshetri, N. (2017). Blockchain’s roles in strengthening cybersecurity and protecting privacy. Telecommunications Policy, 41(10), 1027–1038. https://doi.org/https://doi.org/10.1016/j.telpol.2017.09.003
Latiep, I. F., Dewi, A. R. S., Syam, A., Halik, J. B., & Chakti, A. G. R. (2023). INOVASI BISNIS ONLINE. In B. Majid & H. Hardiyono (Eds.), Chakti Pustaka Indonesia (1st ed., Vol. 1). Chakti Pustaka Indonesia.
Maguire, M., & Delahunt, B. (2017). Doing a Thematic Analysis: A Practical, Step-by-Step Guide for Learning and Teaching Scholars. AISHE-J, 3(Autumn 2017), 3135–3140. http://ojs.aishe.org/index.php/aishe-j/article/view/335
Marisya, F., Marsinah, M., & Wahasusmiah, R. (2025). Fintech Developments in Indonesia : A Critical Multiperspective Analysis Review. Journal of Management and Creative Business, 3(1), 199–207. https://doi.org/10.30640/jmcbus.v3i1.3599
Maspul, K. A., & Putri, N. K. (2025). Will Big Data and AI Redefine Indonesia ’ s Financial Future ? Jurnal Bisnis Dan Komunikasi Digital, 2(2), 1–21. https://doi.org/10.47134/jbkd.v2i2.3739
Meidyasari, S. (2024). the Impact of Digital Economy on Economic. Injurity: Interdisciplinary Journal and Humanity, 3(11), 777–783.
Naeem, M., Ozuem, W., Howell, K., & Ranfagni, S. (2023). A Step-by-Step Process of Thematic Analysis to Develop a Conceptual Model in Qualitative Research. International Journal of Qualitative Methods, 22(October), 1–18. https://doi.org/10.1177/16094069231205789
Nguyen, T. H., Le, X. C., & Vu, T. H. L. (2022). An Extended Technology-Organization-Environment (TOE) Framework for Online Retailing Utilization in Digital Transformation: Empirical Evidence from Vietnam. Journal of Open Innovation: Technology, Market, and Complexity, 8(4), 200. https://doi.org/10.3390/joitmc8040200
Nur, A., Wijanarko, D., Solahuddin, A. D., Wibowo, H., & Maulana, H. H. (2024). ANALISIS PENERAPAN TEKNOLOGI KECERDASAN BUATAN (AI) DALAM INDUSTRI E-COMMERCE DI INDONESIA. Kohesi: Jurnal Multidisiplin Saintek, 4(11), 1–16. https://ejournal.warunayama.org/kohesi
Odedina, C. (2023). Impact of Big Data on Marketing Strategy and Consumer Behavior Analysis in the Us. SSRN Electronic Journal, September. https://doi.org/10.2139/ssrn.4520361
Oktaviani, C., Sugiyono, H., Pembangunan, U., Veteran, N., & Info, A. (2024). LEGAL RISK MITIGATION OF USING ARTIFICIAL INTELLIGENCE TECHNOLOGY IN DIGITAL. Syiah Kuala Law Journal, 8(3), 570–583. https://jurnal.usk.ac.id/SKLJ/article/download/42542/22228
Oussous, A., Benjelloun, F. Z., Ait Lahcen, A., & Belfkih, S. (2018). Big Data technologies: A survey. Journal of King Saud University - Computer and Information Sciences, 30(4), 431–448. https://doi.org/10.1016/j.jksuci.2017.06.001
Peretz-Andersson, E., Tabares, S., Mikalef, P., & Parida, V. (2024). Artificial intelligence implementation in manufacturing SMEs: A resource orchestration approach. International Journal of Information Management, 77(March), 102781. https://doi.org/10.1016/j.ijinfomgt.2024.102781
Roreng, P. P., Halik, J. B., Halik, M. Y., & Irdawati. (2024). Systematic Literature Review : Kondisi Makroekonomi Indonesia Pasca Pandemi Covid-19 dan Prospek di Masa Mendatang. MARIOBRE: Journal of Marketing Management and Innovative Business Review, 2(2), 56–67. https://ojsapaji.org/index.php/mariobre/article/view/306
Safitri, T. A. (2020). The Development of Fintech in Indonesia. Advances in Social Science, Education and Humanities Research, 436, 666–670. https://doi.org/10.2991/assehr.k.200529.139
Satwiko, B. S. (2021). Privacy and Data Protection : Indonesian Legal Framework. Corporate and Trade Law Review (CTRL), 1(2), 98–118.
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104(March), 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Sollosy, M., & McInerney, M. (2022). Artificial intelligence and business education: What should be taught. The International Journal of Management Education, 20(3), 100720. https://doi.org/https://doi.org/10.1016/j.ijme.2022.100720
Soori, M., Arezoo, B., & Dastres, R. (2023). Artificial intelligence, machine learning and deep learning in advanced robotics, a review. Cognitive Robotics, 3(March), 54–70. https://doi.org/10.1016/j.cogr.2023.04.001
Soori, M., Jough, F. K. G., Dastres, R., & Arezoo, B. (2024). AI-Based Decision Support Systems in Industry 4.0, A Review. Journal of Economy and Technology. https://doi.org/10.1016/j.ject.2024.08.005
Subroto, V. K., Kusumajaya, R. A., Tumbur, W., & Tobing, M. L. (2024). The Business Model of the Mass Media Industry in the Era of Artificial Intelligence ( AI ) Development in Indonesia. Journal of Management and Informatics (JMI), 3(2), 230–249. https://doi.org/10.27824/jmi.v3i2.31
Supriadi, A., Judijanto, L., Rizani, A., & Al-Amin. (2023). ECONOMIC TRANSFORMATION OF INDONESIA IN THE ERA OF DIGITAL 5.0: CHALLENGES AND OPPORTUNITIES. International Journal of Economic Literature, 1(2), 122–135.
Suraji, R., Istianingsih, & Ali, H. (2024). Catalyzing Change: Unleashing the Power of Artificial Intelligence in Indonesian Business. International Journal of Advanced Multidisciplinary, 2(4), 952–961. https://doi.org/10.38035/ijam.v2i4.461
Susiang, M. I. N., Suryaningrum, D. A., Masliardi, A., Setiawan, E., & Abdillah, F. (2023). Enhancing Customer Experience through Effective MarketingStrategies: The Context of Online Shopping. SEIKO : Journal of Management & Business, 6(2), 437–447.
Syafika, Y. Z., & Antonio, G. R. (2024). Impacts of the Technology Acceptance Model (Tam) on the Use of the Tiktok E-Commerce Application Among Indonesian Students. UTSAHA: Journal of Entrepreneurship, 3(2), 47–64. https://doi.org/10.56943/joe.v3i2.591
Tang, N. (2024). Leveraging Big Data and AI for Enhanced Business Decision- Making : Strategies , Challenges , and Future Directions. Journal of Applied Economics and Policy Studies, 11(October), 1–5. https://doi.org/10.54254/2977-5701/11/2024098
TechTarget. (2024). What is AI? Artificial Intelligence explained. Webpage. https://www.techtarget.com/searchenterpriseai/definition/AI-Artificial-Intelligence
The SMERU Research Institute, Digital Pathways at University of Oxford, & Unescap. (2022). Strategy Primer: Accelerating Digital Skills Development in Indonesia (Paper No.1; February 2022, Issue 1). www.smeru.or.id.
Triandini, E., Jayanatha, S., Indrawan, A., Werla Putra, G., & Iswara, B. (2019). Metode Systematic Literature Review untuk Identifikasi Platform dan Metode Pengembangan Sistem Informasi di Indonesia. Indonesian Journal of Information Systems, 1(2), 63. https://doi.org/10.24002/ijis.v1i2.1916
Yaiprasert, C., & Hidayanto, A. N. (2024). AI-powered ensemble machine learning to optimize cost strategies in logistics business. International Journal of Information Management Data Insights, 4(1), 100209. https://doi.org/10.1016/j.jjimei.2023.100209
Yusman, F., Mt, R., & Firman, Y. D. (2025). Leveraging AI for Strategic Decision-Making in Indonesia ’ s National Defense Management. PERSPEKTIF, 14(1), 133–139. https://doi.org/10.31289/perspektif.v14i1.13396
Zhao, G., Xie, X., Wang, Y., Liu, S., Jones, P., & Lopez, C. (2024). Barrier analysis to improve big data analytics capability of the maritime industry: A mixed-method approach. Technological Forecasting and Social Change, 203(March 2023), 123345. https://doi.org/10.1016/j.techfore.2024.123345
Copyright (c) 2025 Hugo Sahetapy, Maria Yessica Halik, Hendi William Sino, Joe Roland Setiyawan Bokau
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
COPYRIGHT NOTICE
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- The author grants the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution (CC BY)
