THE IMPACT OF SOFTWARE INVESTMENT ON FINANCIAL PERFORMANCE: THE MEDIATING ROLE OF COMPETITIVE ADVANTAGE IN BIG DATA TECHNOLOGY

Abstract

This research aims to examine the influence of software investment as a proxy for Big Data technology on financial performance and competitive advantage in the food and beverage sub-sector companies listed on the Indonesia Stock Exchange during the period of 2017-2022. The research sample was determined using purposive sampling, with 92 samples meeting the criteria. The method used in this study was descriptive quantitative, with data analysis techniques including simple linear regression, multiple linear regression, and path analysis. The results showed that Big Data technology had no effect on financial performance but had a positive effect on competitive advantage. Competitive advantage positively influenced financial performance. Competitive advantage acted as an intervening variable in the relationship between Big Data technology and financial performance. The findings indicate the need for a comprehensive business strategy to integrate Big Data technology in order to create sustainable competitive advantage and improve the company's long-term financial performance.