BIG DATA UTILIZATION AND CONSUMER PRIVACY PROTECTION
IN THE DIGITAL ECONOMY ERA
Introduction
The rapid development of technology is widespread and affects all areas of life.
Technology has become an integral part of daily human life. This can be proven by the many
innovations that have been made in this world. Starting from simple innovations, to
innovations that shock the world. The internet used to be considered as something "wah"
But now that we can see for ourselves, the internet has become commonplace for many
people, almost everyone interacts intensively with other individuals online through various
social networks.
United States certainly has great potential in the development of internet-based
technology. This means that the flow of globalization is unstoppable to enter United States.
Accompanied by increasingly sophisticated technological developments.
Based on data, United States population currently stands at 262 million people. More
than 50 percent or around 143 million people have been connected to the internet throughout
2017, at least according to the latest report of the United States Internet Service Providers
Association (APJII). This puts United States in 5th place as the country with the largest
number of internet users in the world after China, India, the United States and Brazil. The
internet penetration rate in United States as of March 2017 reached 50.4%, which is a huge
increase from 2016's 34.1%.
The arrival of the internet a few decades ago has truly revolutionized the way the
world works. Information flows so quickly even in real time. The speed of information makes
time seem to be cut, this world seems to experience a time jump. On the one hand, the
development of technology is so amazing and brings tremendous benefits to the progress of
human civilization. Types of work that previously required considerable physical demands
can now be relatively replaced by automatic machines, as if the presence of technology has
been able to shift the position of the human brain's ability in various sciences and human
activities. Technological advances have now truly been recognized and felt to provide a lot of
convenience and comfort for mankind.
Thomas L Friedman uses the term globalization 3.0 to refer to this internet era, in
which human life is colored by the use of digital technology. In this era, the world shrinks
from a small size to a very small size. The main actors in this era are individuals and small
groups converged with the internet and interconnected in the digital world. In this era, every
individual can easily obtain information as well as become a source through the internet
network.
The world is now entering an era of digitalization called the industrial revolution 4.0,
an era that emphasizes the digital economy pattern. "Everything is digital" is an appropriate
term in this decade of the century. An era where the availability of digitally recorded social
data is increasingly abundant. This sea of data leads to the term Big Data. For industry or
practitioners, big data has opened up opportunities to set business strategies and innovations
in terms of processing, analyzing and storing data with high volumes and levels of volatility
quickly and effectively. Therefore, those who are able to process and utilize the data available
in large volumes, varied diversity, high complexity and high speed of data addition, can take
great advantage.
The abundance of data in quantity and variety, demands a data analysis mechanism as
a whole, or at least representing the big data population, Although applications for analyzing
big data are widely available on the internet, access to big data itself is very limited.
Research utilizing Big Data is still not popular in United States, especially among
social science researchers. This is due to software limitations and limited access to Big Data.
For this reason, research questions can be asked to what extent Big Data technology has been
utilized in United States, both government and private institutions, what are the challenges in
its application, and how the impact of Big Data application on consumer privacy.
Literature Review
Big Data Conceptually
Big Data is not a standalone technology, technique, or initiative. Big Data is a trend that
covers a wide area of business and technology. Big Data refers to technologies and initiatives
that involve data that is so diverse, fast-changing, or super-sized that it is too difficult for
conventional technologies, skills, or infrastructure to handle effectively. In other words, Big
Data has a size (volume), velocity, or variety that is too extreme to be managed with
conventional techniques. Big Data involves the process of data creation, storage, information
mining, and analysis that stands out in terms of volume, velocity, and variety.(Kompasiana:
January 2016).
According to (Eaton, Dirk, Tom, George, & Paul) Big Data is a term that applies to
information that cannot be processed or analyzed using traditional tools.
According to (Dumbill, 2012), Big Data is data that exceeds the processing capacity of
existing database system covencies. The data is too large and too fast or does not fit into the
existing database architecture structure. To get value from data, it must choose an alternative
way to process it.
Big data is high-volume, high-velocity and/or high-variety information assets that demand
cost-effective, innovative forms of information processing that enable enhanced insight,
decision making, and process automation. (Gartner's )
In general, big data can be defined as a collection of data that is very large in size (volume),
very fast changing/growing (velocity), comes in various forms/formats (variety). And has a
certain value (value). With a note if it comes from an accurate source (veracity). [2].
Big Data Technology
Big Data technology is a technology that enables data processing with the four characteristics
above. Before the advent of this technology, data processing was almost always done by
programmers and was very time-consuming.
This process aims to make every business, organization or individual who is able to process
the data can get deeper information (insights) that will trigger decision making and business
actions that rely on these insights, not based on instinct alone.
Research Methods
This research is a literature review with a conceptual-traditional approach. A literature review
is a written product that explores a topic or published research results, without any description
of the scientific method (Jesson et al., 2011: 10) There are at least two approaches to writing a
literature review: the traditional approach and the systematic approach (p.14). The traditional
approach in literature review has several approaches such as critical approach, a conceptual
review, a state-of-art review, an expert review, a scoping review (p.15). This article uses a
conceptual-traditional approach in which it synthesizes knowledge or research results in a
particular field or topic, which in this case is Big Data, with the aim of providing an in-depth
understanding of the topic. [1] Primary data in the literature review are journals related to the
topic the author is studying and some news sourced from social media.
Discussion
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
Big Data Utilization in United States
Data and business seem to be a complete package, both of which cannot be separated. As a
business that runs in the era of technology, data complete with its analysis is the most
important part that can support the direction of policy in running a business. Complete data
analysis is no longer just an important competency for corporate organizations but as a
determinant of market dominance and as a basis for reference where the business will run and
develop. Some of the benefits of Big Data that have been felt, especially for the business
world, include knowing the public's response to products issued through sentiment analysis on
social media; helping companies make decisions more precisely and accurately based on data;
helping the company's image in the eyes of customers; for business planning by knowing
customer behavior, such as in telecommunications and banking companies; and knowing
market trends and consumer desires. Big Data technology helps companies recognize
customer behavior through shopping receipts. The data from each transaction receipt certainly
contains a combination of products purchased, the amount and price. All transaction data is
then searched for shopping patterns to answer the question: what combination of two or three
products is most often purchased by consumers. From the results of this information, there are
several interesting actions that can be taken, including: arranging shopping shelves so that two
or three products are close together so that they are easily accessible to consumers and can be
decided to be purchased quickly. Then you can create a promotional package where the
combination of these products is sold more cheaply.
At first, this problem seems easy and can be solved with a spreadsheet program like Excel.
However, did you know that if you have 1000 SKU (product) items from all transaction
receipts then you already have 999,000 combinations of two products that need to be checked
back to the transaction data.
How long did it take you to use spreadsheets? Two weeks? However, when combined with
the use of data mining technology, it may only take a few seconds or maybe 1 hour at most.
(www.apaitubigdata.com; accessed on 2/5/2018).
The more data that can be collected from customers through various parameters, such as
loyalty programs, search visit patterns, purchase history, will enrich businesses being able to
determine behavioral patterns that are useful for forecasting the complexities of their market
environment, and thus being able to act and decide on preventive measures. Keeping
consumers to remain loyal before they switch to other competitors. In the era of information
overload, it is very important to carefully select the information to be transmitted to potential
customers. [3]
So far, apart from the two fields of Telecommunications and Banking, the main business users
of Big Data in United States are light and cheap consumer goods manufacturers and Insurance
Companies.
In addition to being useful for business analysis, Big Data technology can also be widely
utilized in government. Some opportunities for the use of Big Data in the public sector
include obtaining public feedback and responses from government service information
systems and from social media, as a basis for policy formulation and public service
improvement; finding solutions to existing problems based on existing data, for example by
analyzing weather information and soil fertility levels, the government can determine or
encourage the types of crop varieties planted by farmers in certain areas and times. [4]
In the mining sector, Big Data technology can also identify new mineral and energy
resources. Big Data technology not only enables the government to run well, but also enables
the government to answer district problems quickly and accurately - from floods, harvests, to
poverty. For example, Bojonegoro Regency, one of the regencies in East Java, is entering the
Big Data stage in the Open Government Partnership program. Open government here is
nothing but a transparent government, opening access to information as widely as possible to
the people, opening space for citizen involvement to control the running of the government.
Bojonegoro was chosen as the only United States representative in the Open Government
Pilot Project. This is an open government movement to promote and strengthen open,
participatory, innovative and responsive bureaucratic management. In this program,
Bojonegoro is aligned with other cities in the world, such as Seoul, Paris, Madrid, Buenos
Aires, and Sao Paulo.
Big Data and Business models
According to a study of 3rd generation digital consumers nearly 50% of consumers
said that they had conducted shopping-related activities on their mobile phones in the last
three months. Consumers stated they use digital technology for research, browsing and
purchasing all done on one website [5]. The existence of business models such as e-
Commerce and Financi,al Technology (Fintech) based financial services has changed business
practices that were once commonplace. This phenomenon has allowed new startups such as
ride-hailing providers to rise to international scale in years rather than decades, and these
companies have access to better real-time measures of success than ever before. The reason
why many taxi companies have been overtaken by ride-hailing companies is because taxi
companies still rely on contact centers and phone calls for booking, which is less effective
and practical for consumers than point and click systems such as that online transportation
companies implement. The reason online transportation companies are advancing as rapidly
as they are today is their ability to manage big data better than anyone else in the
transportation market. They can track the habits of their users at a speed that none of their
current competitors can keep up with.
Technological advancements have changed the way people behave. Consumers are
becoming aware of e-commerce and raising concerns on the other side. 35% of respondents
believe that more information will reduce concerns. 57% of respondents still avoid buying
luxury goods."[6]
In the midst of this transition period, a bitter reality emerged, one of the retail giants had to be
willing to go out of business because of the times. One by one, retail companies collapsed,
starting with the closure of Matahari Department Store around September 2017. Not long
after, similar businesses such as Ramayana Department Store, Lotus, and Debenhams chose to
close. On the other hand, Blibli.com, a market place, was able to see the tendency of their
customers on certain days. Special thematic promos were launched (Monday's Mom Day;
Wednesday's Beautiful, Thursday's Handsome and FWD), stocking up for special promos and
new product launches, and forecasting more precisely, all as a result of utilizing big data.
This is certainly a strategic decision related to the issue of business strategy whether to stick
with the conventional model with its various consequences or adopt a new business model.
The more data that can be collected from customers through various parameters, such
as loyalty programs, search visit patterns, purchase history, will enrich e- commerce players
to process this information to carry out customer mapping or segmentation in order to create
more personalized services and promotional content. (Michael Erlangga). Big data enables
businesses to determine behavioral patterns that are useful for forecasting the complexities of
their market environment, and thus being able to act and decide on preventive measures.
Keeping customers loyal before they move on to other competitors.
Big data implementation challenges
The amount of data is growing very fast. By 2020, it is projected that every human on earth
will produce 1.7 megabytes of data every second, Thus, Big Data is not something that can be
chosen by corporations, but has become an obligation. If you oppose it, then it's only a matter
of time before it's wiped out.
Today, big data technology is indeed happening in United States, although it has not become
as big as e- commerce. In the last two years, the utilization of big data has reached 90 percent
in various parts of the world. It's just that in United States the utilization and application is
still minimal in various aspects people's lives. Currently, data is still dominated by internet
consumers. However, it is expected that in the future it will soon move to industrial
consumers and will be followed by internet-based government.
From the research results, it is concluded that consumer behavior in a digital society will be
influenced by an increasing number of possibilities that lead to emergent and unpredictable
behavior and there is a tendency for future generations to want to have unlimited access to
internet content but on the other hand they are reluctant to pay [7]. In addition, the main
challenges in the utilization of Big Data include the exploration of Big Data is a complex
process, there is no clear governance in the utilization of Big Data, limited time, costs,
expensive costs and still rare software that can be used to analyze data in United States and
human resources for Big Data development. So the current challenge is more about how
companies optimize the data they have, to have a positive impact.
Big Data and Consumer Privacy Protection
There's no denying that big data has a promising chance to revolutionize business
because of its ability to automate things and be accessed in real-time. Some people love this
big data technology because they see the good potential it can bring to humanity, and the
digital economy. However, other people are still worried when it comes to big data because
they also see the potential harm that can be done when companies seem to have unlimited
access to monitor consumers, and in many cases, this has already begun to work, Big data can
be used to know consumer behavior in more detail than before and apply it based on human
habits. Even some of the research that has been done, utilizes data from United States social
media to understand certain issues.
As technology continues to evolve and the world becomes increasingly connected,
greater innovations will emerge to improve the quality of life on a day-to-day basis from
home security to medical care to ease of transportation. As such, security breaches will also
become more sophisticated and last but not least, privacy breaches will take center stage.
The concept of privacy is becoming increasingly important to talk about in this era,
due to the emergence of technology that is able to record and store new forms of personal
information, such as fingerprints, faces and even the retina of a person's eye. The process of
recording and storing is not only done on a small scale but also on a large scale. Privacy is a
concept that upholds a person's independence, authority and dignity by respecting the
existence of personal space (Unesco, 2012).
In the digital era, personal information is not only limited to data such as phone
numbers, home addresses, dates of birth, family names (parents or biological mothers), and
others. Personal information can also be taken from: online financial transaction data (credit
cards) and banking, health conditions (such as the use of health applications), photos or
images uploaded online, locations (such as social media Foursquare etc.) are very easy to
access.
"There was a case in the United States where a mother sued a retail company for always
sending her child brochures of baby products. Unbeknownst to the mother, her child was
pregnant.
"The retailer even knows in advance through analyzing the child's purchasing patterns at the
store. This means that by utilizing Big Data, retailers can offer products that suit customer
needs in real time," (Fajar Muharandy)
Not only in the retail world, but in the healthcare sector there is a high possibility of
privacy breaches. The confidentiality of test kits can be further threatened by intelligence test
programs such as the Raven test, Differential Aptitudes Test can be accessed through compact
disks. The implication of this problem is that existing psychological tests will be easily
leaked, and the development of psychological tests must race with the speed of leakage
through the internet. Misuse of knowledge for certain people to commit crimes. We know that
progress in the field of education also produces a generation that is highly knowledgeable but
has low morals. For example, with high computer science, people will try to break into the
banking system and others.
In the digital age, information is a powerful currency for accessing available online
services. The internet is celebrated as a symbol of openness and freedom. Users can access a
variety of knowledge and services for free without having to pay with money. Why would
online content and service providers want to provide their services for free?
(EBookModulKEMUDI.pdf).
As the amount of data in cyberspace increases, the privacy protection for users
decreases. This is because the more data there is, the more difficult it is to protect the privacy
of each user from external threats. Another factor that reinforces this also comes from the
higher level of public interest in cyberspace. This ultimately makes privacy even more
worthless.(Edmon Makarim). Of course, improper use of big data like this will harm
consumers, consumers are put at the lowest level of position in dealing with the behavior of
entrepreneurs.
What to do
Every day, United Statess generate a wealth of data that can be managed to produce large-
scale, in-depth social research that can have a significant impact on the development sector. In
fact, since 2000, statistics show that the amount of information stored by the government has
risen sharply and, since 2013, it is expected to continue to double per year, which by 2018
will be even more massive. Therefore, it is time for the government to take a leading role in
efforts to protect the data security of its citizens, especially in relation to privacy and freedom
of expression, which are important parts of citizens' constitutional rights.
The necessary proposals related to the regulation of consumer protection are as follows:
Creating a consumer protection system that contains elements of open access and
information, and guarantees legal certainty. The public is also taught the functions and
benefits of information technology and its increasingly rapid development must
always be pursued so that the public can keep up.
Provide protection to consumers from deceptive and misleading business practices.
Integrate the organization, development and regulation of consumer protection with
protection in other fields; Bait and Switch adv, Mock-up-adv etc.
The public is given a thorough understanding of ethics in information technology so
that they can fortify themselves against the abuse of privacy, both from other people
and the state. Thus, the data that is channeled is data that is needed for the
development of the country and not personal data that has no right to be disseminated.
In connection with this, in various countries, especially in developed countries and
internationally, legal reforms have been made relating to producer responsibility (product
liability), especially in order to facilitate the provision of compensation for consumers who
suffer losses due to products circulated in the community. Specifically what is meant by
product liability is the legal responsibility of the person or legal entity that produces a
product, and/or the party that sells the product and/or the party that distributes the product,
including also here the party involved in the commercial series about the preparation or
distribution of a product, and also includes the entrepreneurs of workshops, warehouses,
agents and workers of the above business entities. That consumer protection efforts are more
intended to increase the dignity and awareness of consumers and / or at the same time
intended to encourage business actors in organizing their business activities carried out with a
full sense of responsibility. Of course, the need for law to provide protection for United States
consumers is something that cannot be avoided, in line with our national development goals,
namely the development of United States human beings as a whole.(M.Sofyan Lubis).
Conclusions
Big Data is a trend that covers a wide area of business and technology. Big Data refers to
technologies and initiatives that involve data that is so diverse, fast-changing, or super-sized
that it is too difficult for conventional technologies, skills, or infrastructure to handle
effectively.
The utilization of Big Data in United States has started to grow both in the business sector and
in the public sector. The current challenge is more on how companies optimize the data they
have, to have a positive impact. With the increasing amount of data in cyberspace, the privacy
protection of its users is decreasing. Therefore, the government needs to provide legal
certainty and the public needs to be given a thorough understanding of ethics in information
technology so that they can fortify themselves against privacy abuse.
