STRATEGI TRANSFORMASI DIGITAL DI ERA BIG DATA: PERAN TOE FRAMEWORK ADOPSI ANALITIK BISNIS, DAN RETENSI PENGETAHUAN.

The Industrial Revolution 4.0 is characterized by the integration of digital technologies such as big data analytics, the Internet of Things, artificial intelligence, and robotics into traditional business processes. This transformation has triggered a huge increase in the use of the internet and gave birth to innovations that change the way we live and work. To stay ahead in this digital era, companies must implement a digital transformation strategy that involves the use of digital tools and platforms to optimize operations, lower costs, and improve efficiency. The adoption of digital transformation allows companies to respond more quickly and appropriately to market changes, gain insights into customer behavior and preferences, and drive growth and profitability. In today's fast-changing business environment, digital transformation is an essential necessity for companies looking to thrive. The study, which involves analyzing data from 327 e-commerce companies, proposes a model that offers valuable insights into practical actions as well as deepens understanding of the importance of digital transformation strategies in the era of big data, taking into account the role of the TOE Framework (Technology-Organization-Environment), the adoption of business analytics, knowledge retention, and dynamic capabilities to achieve competitive advantage. [ABSTRACT FROM AUTHOR]