Analysis of Big Data Utilization in Technology Companies (Gojek Case Study: PT GoTo Gojek Tokopedia Tbk)
Rapid technological developments create trillions of bytes of data every day from various platforms. This amount of data is also called big data, which is often used by various companies in running their business. This study aims to find out how Gojek, under the auspices of PT GoTo Gojek Tokopedia Tbk, utilizes and uses big data. This study uses a literature review research method, while data collection techniques are carried out by exploring journals and other information relevant to the study. The results of the study show that Gojek uses big data to improve business by analyzing personal data such as travel track records, types of food purchased to drug lists. The use of big data is to know individual customers better.