STRATEGI IMPLEMENTASI BIG DATA STUDI PADA PERUSAHAAN TELEKOMUNIKASI DI INDONESIA

TUTUT VATY HUSNAWATI, Wakhid Slamet Ciptono, M.B.A., M.P.M., Ph.D.,

2021 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Big data analytics meningkatkan kemampuan manajemen dalam pembuatan keputusan. Namun, penelitian menunjukkan bahwa banyak perusahaan gagal mengambil nilai dari investasi big data. Perusahaan telekomunikasi di Indonesia meningkatkan keunggulan kompetitif dengan mengimplementasikan big data analytics sejak 2015, namun sampai dengan laporan keuangan tahun 2019 belum ada yang eksplisit menyebutkan nilai yang diperoleh. Penelitian Strategi Implementasi Big Data Analytics: Studi pada Perusahaan Telekomunikasi di Indonesia menggunakan metode kualitatif induktif pada delapan studi, yaitu CEO Office Telkom, Direktorat Digital & Next Business Telkom, Telkomsel, Metranet, MDMedia, BagiData Telkom, Indosat, dan XL Axiata. Wawancara dilakukan secara daring pada Maret 2021. Hasil penelitian menunjukkan bahwa kejelasan strategi big data analytics yang diturunkan dalam bentuk policy memegang peranan penting agar investasi memberikan nilai optimal terhadap kinerja perusahaan. Budaya pengambilan keputusan berdasarkan data sangat terkait dengan kesuksesan implementasi big data analytics. Struktur organisasi dengan big data menjadi satu dengan teknologi informasi terbukti kuat dalam mendukung budaya pengambilan keputusan berdasarkan data. Untuk monetisasi perlu dilakukan dengan tim lintasfungsi. Penelitian ini memberikan kontribusi bagi praktisi perusahaan telekomunikasi di Indonesia dalam melakukan implementasi big data analytics. Demikian juga, penelitian ini berguna bagi peneliti berikutnya untuk menjadi panduan dalam melakukan penelitian yang sama pada industri lain.

Big data analytics improve management skills in decision making. Yet research shows that many companies fail to take value from big data investments. Telecommunication companies in Indonesia have increased their competitive advantage by implementing big data analytics since 2015, however, until the 2019 financial report, no one has explicitly stated the value obtained. Research "Big Data Analytics Implementation Strategy: Study on Telecommunication Companies in Indonesia" uses qualitative inductive methods in eight studies, namely the CEO of Telkom Office, the Directorate of Digital & Next Business Telkom, Telkomsel, Metranet, MDMedia, BagiData Telkom, Indosat, and XL Axiata. Interviews were conducted online in March 2021. The results show that the clarity of the big data analytics strategy that is derived in the form of policy plays an important role in order for investment to provide optimal value to company performance. A culture of data-driven decision making is closely tied to the successful implementation of big data analytics. The organizational structure with big data being integrated with IT is proven to be strong in supporting a culture of data-driven decision making. Meanwhile, monetization needs to be done with a cross-functional team. This study contributes to practitioners of telecommunications companies in Indonesia in implementing big data analytics. Also for future researchers to serve as a guide in carrying out the same research in other industries.

Kata Kunci : Big data analytics improve management skills in decision making. Yet research shows that many companies fail to take value from big data investments. Telecommunication companies in Indonesia have increased their competitive advantage by implementing big