Theoretical Framework for the Application of Data Analytics in Measuring Small Business Performance in Indonesia
Mohammad Riza Radyanto- Enty Nur Hayati- Firman Ardiansyah Ekoanindyo

Industrial Engineering Department , Stikubank University

Abstract

MSME is facing a lack of human resources to manage a business so they cannot use and analyze internet business data, including social media and marketplaces. and performance historical data. Weakness in analyzing data causes them to be unable to make strategic decisions in improving their and unable to display their competitive advantage, especially in developing innovation chains. This study aims to develop a theoretical framework for the implementation of Data Analytics in measuring their performance by studying business data to find and understand historical patterns to predict and improve business performance. Using a systematic literature review of previous studies to obtain the state of the arts which is supported by internet data analysis and 50 MSME historical performance data uses the Key Performance Indicator. The theoretical framework that was successfully developed involves the hexahelix element in the application of the analytical data process and is most needed by MSMEs because so far the analytical data process has only been carried out by large companies. It is concluded that MSMEs can apply data concepts. analytics and the results can be used to make decisions in taking actions to improve business performance in the future.

Keywords: Data Analytics- Theoretical Framework- Key Performance Indicator- Hexahelix

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