Big Data is one of the eight elements in Industrial Revolution 4.0. Big Data is a set of data that size exceeds the ability of special database software tools to collect, store, manage and analyze data. In early 2020, the world was hit by the Covid-19 pandemic. Statistics from the Malaysian government showed that there were 37,414 businesses suffering losses and had to stop their operation due to the Movement Control Order 3.0. However, other statistics show there is a positive increase on sales transactions on digital platforms. The Instagram’s functions on Big Data Analytics are expected to help student entrepreneurs in their business. However, how far these Instagram’s functions on Big Data Analytics can be used and what are the importance of these Instagram functions towards business performances of UniMAP student entrepreneurs. What is the importance of using these Instagram functions on the development of UniMAP student entrepreneur business. The objective of this study is to find out how Instagram functions on Big Data analysis which are Predictive Analytics, Personalized and Insight section. This study is quantitative to collect data using questionnaire with student entrepreneurs at Universiti Malaysia Perlis. The findings show that Instagram's functions in Big Data Analytics have been used at maximumly and it helps in getting more customers quickly and effectively. The Instagram functions in Big Data Analytics are also able to assist student entrepreneurs in evaluating the previous and current business performances such as increasing customer reachability and customer engagement as well as number of followers.
