Abstract Millennials in Indonesia currently have the largest market share, but there are not many studies that discuss marketing in millennials in Indonesia, especially marketing in business units that market their products to end consumers B2C-business to consumer. Judging from the current phenomenon, namely 1 The rise of growth and competition from both foreign and local online retailers competing in Indonesia. 2 Increasingly developing software and hardware technology in digital marketing which gave birth to marketing innovations. 3 Large millennial role in digital marketing, because now they are a generation that understands technology, grows in the world of social media, grew up in a culture of expression, is aware of the attachment to technological change and able to learn through online interaction, has encouraged researchers to research conceptual by creating renewal in the variable attributes of Digital Content Marketing. This study uses observations of phenomena and literature review of previous research so as to produce a new formula namely Smart Digital Content Marketing that is comprehensive based on the suitability of the characteristics of the Indonesian millennials. This study is expected to benefit Indonesian online businesses and provide opportunities for future researchers to conduct surveys and statistical tests.
Kliencenderung melakukan pencarian melalui mesin pencari untuk menemukan solusi atas kebutuhan atau masalah yang sedang mereka hadapi. Inilah mengapa Anda perlu menyusun strategi digital marketing dengan matang dalam menjalankan B2B. Berikut adalah 5 strategi digital marketing yang cocok diterapkan untuk B2B: 1. Riset dan Penargetan Demografis.
Rustantra Fumicko, Head Of Digital Marketing at Indonesian conglomerate Sampoerna, talks about three major trends driving digital marketing strategies as the competition hots up during this ecommerce inflection point. April 17, 2023 Reading Time 5 mins Topics Marketers around the world huddle together in the recession storm. Still, there are economies that are raging forward nudged by the accelerated digitisation brought on by the pandemic. With over 191 million social media users in Indonesia last year, it’s no big surprise that the country’s digital ecosystem is witnessing steady growth from $41 billion in 2019 to$77 billion in 2022. The value is expected to further increase to $130 billion by 2025, driven by ecommerce. The numbers represent a huge potential waiting to be tapped. For instance, Social Bread, a digital marketing marketplace, was launched to help the sea of social media users in the country fulfil their entrepreneurial efforts and level the playing field. The platform is building a differentiated live shopping experience to increase merchants’ sales that is pegged to grow by at least ten times by the end of the year. In the APAC region, the Indonesian retail sector is one of the most promising markets, and businesses are looking to re-evaluate their brand strategy and tech stack to boost the country’s digital ecosystem. We spoke to Rustantra Fumicko, Head Of Digital Marketing at Sampoerna, about the three significant trends driving the digital landscape while catering to the dynamic consumer demands. Audio-based Content Audio content has been on a constant upward trajectory. “Consumers want more audio-based content, and we need to be ready to provide it to them,” agrees Fumicko. Far from radio and podcasts, the future of digital audio advertising belongs to companies that allow businesses to create and publish audio content on their platforms. For instance, an Indonesian audio content startup NOICE launched a creation platform enabling creators to publish audio content directly. Fucmicko also highlights that utilising content optimisation tools for paid media works best. But how does one measure the success of the ad spend? Success metrics “Look for operational/channel metric and business metric to deliver more effectiveness and efficiency aligned with each campaign objective. Also, marketers need to experiment with new ideas to gain valuable learning for future campaign deployment,” says Fucmicko. Marketers can create the right audience profiling, and build a premise segmentation that can be activated through relevant campaigns via intelligent omnichannel strategies. “Digital ad planning and buying will move to more contextual buying. While it is important to develop first party data strategies, each marketer needs to understand their business and consumer, and get a clearer picture of what kind of data they need to capture, and be able to scale,” he adds. Seamless omnichannel services As ecommerce and fintech are gaining more transactions in the country, online transactions across various channels will also increase. Here, a powerful marketing strategy for omnichannel experience becomes crucial. Businesses must also be more effective and efficient while deploying their marketing and advertising campaigns using relevant martech and ad tech tools. Brands that are able to deliver scalable yet targeted communication will come out on the top. “It’s important to build the right portfolio, route to market and optimise your omnichannel marketing strategy while addressing multi-dimensional dynamics and challenges,” says Fumicko. Blibli, an ecommerce platform, recently announced that it would double down on its B2B segment with a more robust omnichannel strategy. Onwards and upwards According to a pwc report, Indonesia’s GDP could increase by $ billion between 2021 and 2025, provided technology such as cloud computing is implemented. Even the government’s active support for the country’s digital infrastructures has created new ways for digital trends. At the 2022 G20 Summit in Indonesia, President Joko Widodo stated that he wants to focus on the digital transformation of the economy through investments in technology such as cloud computing and 5G. To help the government get the digital wagon rolling and achieve its target of digitising 30 million MSMEs by 2024, Grab Indonesia recently inked a partnership with PT SRC Indonesia Sembilan SRCIS. Through this strategic partnership, SRC retail stores can offer third-party delivery services to consumers through the AYO SRC application and expand their delivery coverage using GrabExpress services. McKinsey rightly states, “Businesses in Indonesia need to focus on three primary issues—the scale of the impact of the specific trend, its technical maturity, and the organisational fit of the technology.” Topics About the Author Chandni is an Assistant Editor with a keen interest in customer-obsessed ideas. A journalist by profession and a writer at heart, she is committed to martech and CX content that resonates with readers across MoreDigitalMarketing Dan Labelisasi Halal Produk Terhadap Keputusan Pembelian Indonesia)” adalah benar-benar merupakan hasil karya penyusun sendiri, bukan duplikasi dari karya orang lain kecuali pada bagian yang telah dirujuk dan disebut dalam footnote atau daftar pustaka. Apabila dilain waktu terbukti adanya Micro, small, and medium-sized enterprises MSMEs have a major role in Indonesia’s economy. In order to grow, MSMEs need the capability to conduct marketing in the digital world. The advancements in digital technologies have made it possible for a cost-effective and hassle-free Digital Marketing adoption. However, the number of MSMEs that have adopted Digital Marketing is still low. Therefore, this study aims to find out what factors that affect Digital Marketing adoption and its benefits. This study will also analyze the implementation of Digital Marketing by MSMEs in Indonesia. This study uses literature study method. This study shows that there are various factors affecting Digital Marketing adoption. This study also shows that various research results have shown that Digital Marketing Adoption can improve the performance of MSMEs. In regards to Digital Marketing implementation in Indonesia’s MSMEs, this study shows that training and mentoring activities by Centers for Research and Community Service of various Higher Education Institutions in Indonesia are very beneficial for MSMEs. Content may be subject to copyright. Discover the world's research25+ million members160+ million publication billion citationsJoin for free Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 308 Analysis of Digital Marketing Adoption in Indonesian Micro, Small, and Medium Enterprises Aditya Andika 1 Jennifer 2 Jesslyn C. Huang 3 Jeannette C. Sebastian 4 Bina Nusantara University 1 2 3 4 1 jennifer012 2 3 4 ABSTRACT Micro, small, and medium-sized enterprises MSMEs have a major role in Indonesia’s economy. In order to grow, MSMEs need the capability to conduct marketing in the digital world. The advancements in digital technologies have made it possible for a cost-effective and hassle-free Digital Marketing adoption. However, the number of MSMEs that have adopted Digital Marketing is still low. Therefore, this study aims to find out what factors that affect Digital Marketing adoption and its benefits. This study will also analyze the implementation of Digital Marketing by MSMEs in Indonesia. This study uses literature study method. This study shows that there are various factors affecting Digital Marketing adoption. This study also shows that various research results have shown that Digital Marketing Adoption can improve the performance of MSMEs. In regards to Digital Marketing implementation in Indonesia’s MSMEs, this study shows that training and mentoring activities by Centers for Research and Community Service of various Higher Education Institutions in Indonesia are very beneficial for MSMEs. Keywords MSME; Digital Marketing; Indonesia ABSTRAK UMKM memiliki peran yang sangat besar bagi perekonomian Indonesia. Untuk dapat berkembang, UMKM memerlukan kapabilitas untuk melakukan pemasaran melalui dunia digital. Perkembangan teknologi digital telah memungkinkan untuk dilakukannya Digital Marketing dengan proses dan biaya yang relatif rendah. Namun, jumlah UMKM yang telah memanfaatkan teknologi Digital Marketing masih rendah. Oleh karena itu, studi ini bertujuan untuk mencari tahu faktor-faktor apa yang mempengaruhi adopsi Digital Marketing di Indonesia beserta manfaatnya. Studi ini juga akan menganalisis implementasi Digital Marketing pada UMKM di Indonesia. Studi ini menggunakan metode studi literatur. Hasil studi menunjukkan bahwa ada berbagai macam faktor yang mempengaruhi adopsi Digital Marketing. Selain itu, hasil studi menunjukkan bahwa berbagai riset menunjukkan adopsi Digital Marketing dapat meningkatkan kinerja UMKM. Mengenai implementasi Digital Marketing pada UMKM di Indonesia, hasil studi menunjukkan bahwa pelatihan dan pendampingan implementasi Digital Marketing dari berbagai Lembaga Penelitian dan Pengabdian Masyarakat LPPM Institusi Perguruan Tinggi di Indonesia sangat bermanfaat bagi UMKM. Kata kunci UMKM; Digital Marketing; Indonesia Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 309 INTRODUCTION Micro, small, and medium enterprises MSME has a significant role in Indonesia’s economy. In 2019, MSME accounts for of all businesses in Indonesia, employing of all workforce, and contributes to Indonesia’s GDP Kementerian Koperasi dan UKM, 2019; Kusuma and Darma, 2020; Pradnyawati and Darma, 2021; Rivaldo et al., 2021; Darma et al., 2019; Yong and Darma, 2020; Ferdiana dan Darma, 2019. This data shows that MSME is the backbone of Indonesia’s economy. Digital Marketing is a marketing method that has clear and measurable goals that employs interactive digital technologies in order to promote brand, shape customer preference, acquire and retain customers, and increase sales Todor, 2016; Darma and Noviana, 2020; Umami and Darma, 2021; Dewi and Darma, 2019; Wardana and Darma, 2020; Kanten and Darma, 2017; Dharmayanti and Darma, 2020; Agung and Darma, 2019; Darma, 2005; Permanasari dan Darma, 2013; Darma, 2005; Darma, 2012; Darma, 2004; Arsriani and Darma, 2013; Dewi and Darma, 2018; Saefulloh and Darma, 2014; Darma, 2005; Hendhana and Darma, 2017. Digital Marketing adoption has a high potential to increase MSME performance. In January 2021, the number of internet users in Indonesia has reached million people, which accounts to of all Indonesian people Data Reportal, 2021. Millennials accounts for of all Indonesian people and Generation Z accounts for of all Indonesian people, the combined percentage of the two generation are of all Indonesian People Ihsan, 2021; Wandari and Darma, 2021; Kusnadi and Darma, 2018; Wulandari and Darma, 2020; Swari and Darma, 2019. Millennials and Generation Z are tech savvy generations that can be influenced through Digital Marketing. The number of MSMEs that have adopted Digital Marketing technologies is still low. In May 2021, there were only 12 million MSMEs, which only accounts to 18% of all MSMEs, that had implemented Digital Marketing technologies N. Akhmad, 2021; Wahyuni and Darma, 2019; Maharani and Darma, 2018. Therefore, it is important to understand the factors that influenced MSMEs in adopting Digital Marketing technologies, the benefits, and how they adopt it. This study is a literature study. The focus of this study is to analyze the factors that influenced the adoption of Digital Marketing in Indonesian MSMEs, understanding the benefits of implementation, and the analysis on how MSMEs adopt Digital Marketing. Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 310 METHOD This study uses literature study method. Literature study is a study that relates to finding, reading, and analyzing references Ningsih, Saam, & Umari, 2021. This study uses Google Scholar as a database for finding references regarding Digital Marketing Adoption in Indonesian MSMEs. The term “Digital Marketing” in often interchangeable with Online Marketing, Internet Marketing, and Web Marketing Todor, 2016; Handika and Darma, 2018; Priskila and Darma, 2020; Shavitri and Darma, 2020; Sudiwedani and Darma, 2020; Handayani and Darma, 2021; Murti and Darma, 2021. Therefore, this study considers that Digital Marketing is similar with E-Commerce, Social Media Marketing, Internet Marketing, Website Marketing, and all kinds of marketing that uses the internet. The literature study model used in this study is the thematic model. Thematic model literature study is a literature study that classify references based on themes Widaningsih, 2014. The themes used in this study consist of factors influencing Digital Marketing adoption in Indonesian MSMEs, Digital Marketing Benefit Analysis of MSMEs in Indonesia, and Digital Marketing Implementation Analysis of MSMEs in Indonesia. RESULT & DISCUSSION Factors Influencing the Adoption of Digital Marketing in Indonesian MSMEs Based on the literature study, this study classifies the Digital Marketing Adoption factors in several categories, as can be seen in table 1. Table 1. Factors Influencing Adoption Factors in Indonesian MSMEs Competitive Environment / Trend Alvionita & Ie 2021 Priyanto et al. 2020 Susanti et al. 2019 Ningtyas et al. 2015 Mutiara et al. 2021 Susanti et al. 2019 Level of Revenue / Profit Priyanto et al. 2020 Susanti et al. 2019 Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 311 Alvionita & Ie 2021 Mutiara et al. 2021 Susanti et al. 2019 Oktaviani 2017 Taryadi et al. 2015 Susanti et al. 2019 Oktaviani 2017 Susanti et al. 2019 Taryadi et al. 2015 Priyanto et al. 2020 Susanti et al. 2019 Taryadi et al. 2015 Alvionita & Ie 2021 Taryadi et al. 2015 Top Management Technology Knowledge Umiyati & Achmad 2021 Susanti et al. 2019 Taryadi et al. 2015 Top Management Attitude Towards Technology Top Management Level of Education Top Management Commitment Mutiara et al. 2021 Priyanto et al. 2020 Competitive environment / trend factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Alvionita & Ie 2021 conducted research on MSMEs in Jakarta and found that Competitive environment / trend influenced the adoption of Digital Marketing. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that Competitive environment / trend influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that Competitive environment / trend influenced the adoption of Digital Marketing. Ningtyas et al. 2015 Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 312 conducted research on MSMEs in Banyumas and Purbalingga and found that Competitive environment / trend influenced the adoption of Digital Marketing. Competitive environment / trend will certainly push MSMEs to adopt Digital Marketing as a way to survive and compete. Market Development Factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Mutiara et al. 2021 conducted research on MSMEs in Bandung and found that market development influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that market development influenced the adoption of Digital Marketing. Conducting market development is challenging for MSMEs. If they rely on non-digital / convention means, then their growth in the market will be slow. The desire to quickly develop their position in the market will certainly push them to adopt Digital Marketing. Customer pressure factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that customer pressure influenced the adoption of Digital Marketing. If the customers put pressure on MSMEs to adopt Digital Marketing, then MSMEs will most likely comply to the will of the customers because they want to retain the customers. Interactivity factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Soelaiman & Utami 2021 conducted research on MSMEs in Jakarta and found that interactivity influenced the adoption of Digital Marketing. For young and millennial customers, interactivity is very important. Considering that they spend most of their time conducting interaction through digital technology, MSMEs should interact with them through digital channels. Ease of transaction factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that ease of transaction influenced the adoption of Digital Marketing. Advancements in digital marketing technologies have made it possible for businesses to integrate digital marketing with digital transaction technologies. These advancements made it possible for businesses to advertise to customers through various digital channels and provide simple methods for the customer to order items and pay digitally. Partnership factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that partnership influenced the adoption of Digital Marketing. Partnership in this context meant partnership with State-owned enterprises SOEs. SOEs assist MSMEs in various ways, including funding and capacity building. The capacity that the SOEs helped to develop includes Digital Marketing Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 313 Adoption. MSMEs became more skilled in adopting Digital Marketing when they form partnership with SOEs. Level of Revenue / Profit factor influenced Digital Marketing Adoption in Indonesian MSMEs. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that level of revenue / profit influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that level of revenue / profit influenced the adoption of Digital Marketing. MSMEs that want to increase level of revenue / profit will have to use Digital Marketing to achieve their goals. Industry sector factor influenced Digital Marketing Adoption in Indonesian MSMEs. It is for a fact that not all industry sectors can get optimal results by adopting Digital Marketing. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that MSMEs industry sector influenced the adoption of Digital Marketing where Services Industry MSMEs and Food Industry MSMEs have higher tendency to adopt Digital Marketing than Fashion Industry MSMEs. Many customers have less interest in buying clothes online because it is hard to decide the size just by looking at a digital catalog. Technological resources factor influenced Digital Marketing Adoption in Indonesian MSMEs. Alvionita & Ie 2021 conducted research on MSMEs in Jakarta and found that technological resources influenced the adoption of Digital Marketing. Mutiara et al. 2021 conducted research on MSMEs in Bandung and found that technological resources influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that technological resources influenced the adoption of Digital Marketing. Oktaviani 2017 conducted research on fashion industry MSMEs in Jakarta and found that technological resources influenced the adoption of Digital Marketing. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that technological resources influenced the adoption of Digital Marketing. MSMEs do have problems in terms of technological resources. Not all MSMEs has the financial capability to acquire technological resources. To create high quality digital marketing contents, MSMEs has to own computers, cameras, and various hardware and software packages which require a considerable amount of investment. Therefore, the decision on how far MSMEs will adopt Digital Marketing will be largely dependent on the technological resources that they have. If an MSME business does not have adequate technological resources, then the only way they could adopt Digital Marketing is by making very simple contents that have very little chance in creating a lasting impression in the minds of the customer. Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 314 Internet Network Quality factor influenced Digital Marketing Adoption in Indonesian MSMEs. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that internet network quality influenced the adoption of Digital Marketing. MSMEs operating in areas where the internet network quality is low will have problems in adopting Digital Marketing. Therefore, MSMEs in those areas can only implement Digital Marketing in the form of spreading low resolution promotional videos and pictures through Social Media. This is most likely the only possible way because it does not need high quality internet network to do this. Internal needs factor influenced Digital Marketing Adoption in Indonesian MSMEs. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that internal needs influenced the adoption of Digital Marketing. MSMEs that has internal needs in improving its marketing business process will most likely implement Digital Marketing. Using Digital Marketing enables MSMEs to conduct marketing digitally and analyze the results through various tools that are embedded with Digital Marketing technologies and tools. By having the ability to market their products digitally and get instant feedback on the results will help MSMEs to become more agile in adjusting their marketing business process. Company strategy factor influenced Digital Marketing Adoption in Indonesian MSMEs. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that company strategy influenced the adoption of Digital Marketing. Oktaviani 2017 conducted research on fashion industry MSMEs in Jakarta and found that internal needs influenced the adoption of Digital Marketing. MSMEs that have forward thinking mindset and capability to develop robust company strategies are more open in considering the adoption of Digital Marketing technologies. Business resources factor influenced Digital Marketing Adoption in Indonesian MSMEs. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that business resources influenced the adoption of Digital Marketing. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that business resources influenced the adoption of Digital Marketing. MSMEs that have considerable amount of business resources, including intangible ones, have the tendency to adopt Digital Marketing than those with less amount of business resources. Human resources factor influenced Digital Marketing Adoption in Indonesian MSMEs. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that human resources influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 315 research on furniture industry MSMEs in Yogyakarta and found that technological resources influenced the adoption of Digital Marketing. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that technological resources influenced the adoption of Digital Marketing. Most MSMEs do not have the capability to recruit talents with high digital literacy that can implement Digital Marketing. They can only rely on themselves and their family members in implementing Digital Marketing. Organization factor influenced Digital Marketing Adoption in Indonesian MSMEs. Alvionita & Ie 2021 conducted research on MSMEs in Jakarta and found that organization influenced the adoption of Digital Marketing. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that organization influenced the adoption of Digital Marketing. The maturity of MSMEs organization structure will decide how far MSMEs can implement Digital Marketing. MSMEs with mature organization structure are more ready in implementing Digital Marketing. Compatibility factor influenced Digital Marketing Adoption in Indonesian MSMEs. Soelaiman & Utami 2021 conducted research on MSMEs in Jakarta and found that compatibility influenced the adoption of Digital Marketing. MSMEs with better business experience have better compatibility in implementing Digital Marketing. Cost effectiveness factor influenced Digital Marketing Adoption in Indonesian MSMEs. Soelaiman & Utami 2021 conducted research on MSMEs in Jakarta and found that cost effectiveness influenced the adoption of Digital Marketing. MSMEs have limited budget. Therefore, it is very important to conduct cost-benefit analysis of Digital Marketing Adoption. MSMEs that can find a way in optimizing the cost-benefit of Digital Marketing will tend to implement it. Top Management Technology Knowledge factor influenced Digital Marketing Adoption in Indonesian MSMEs. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that Top Management Technology Knowledge influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that Top Management Technology Knowledge influenced the adoption of Digital Marketing. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that Top Management Technology Knowledge influenced the adoption of Digital Marketing. An MSME business that has a top management team that has good knowledge on technology will tend to implement Digital Marketing. Top Management Attitude Towards Technology factor influenced Digital Marketing Adoption in Indonesian MSMEs. Ningtyas et al. 2015 conducted research on MSMEs in Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 316 Banyumas and Purbalingga and found that Top Management Attitude Towards Technology influenced the adoption of Digital Marketing. If the top management team does not have a positive attitude towards Digital Marketing technologies, then they will not adopt it. Top Management Age factor influenced Digital Marketing Adoption in Indonesian MSMEs. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that top management age influenced the adoption of Digital Marketing. An MSME that has a management team consisted of elderly people have the tendency of not wanting to further develop their business. Therefore, they are not interested in implementing modern technologies such as Digital Marketing technologies. Top Management Level of Education factor influenced Digital Marketing Adoption in Indonesian MSMEs. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that top management level of education influenced the adoption of Digital Marketing. An MSME that has a top management team consisted of highly educated personnel has the capability, knowledge, and network of colleagues that are useful in assisting the MSME business in implementing Digital Marketing. Top Management Commitment factor influenced Digital Marketing Adoption in Indonesian MSMEs. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that top management commitment influenced the adoption of Digital Marketing. An MSME that has a top management team with a strong commitment in developing its business tend to adopt modern technologies such as Digital Marketing technologies. Top management support factor influenced Digital Marketing Adoption in Indonesian MSMEs. Mutiara et al. 2021 conducted research on MSMEs in Bandung and found that top management support influenced the adoption of Digital Marketing. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that top management support influenced the adoption of Digital Marketing. Digital Marketing adoption by an MSME can only happen when it has the support of the top management team. Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 317 Digital Marketing Benefit Analysis of MSMEs in Indonesia MSMEs generally have limitations in terms of marketing and distribution network Widyastuti, 2017. Digital Marketing adoption can be a solution for this matter. Digital Marketing Implementation has several benefits for MSMEs, such as making it easy for customers to acquire information about company products, low cost product promotion, wide market reach, interaction between buyer and seller, increase awareness, and increase sales Martoyo, 2020; Pribadi et al., 2018. Empirical researches have shown that Digital Marketing adoption has a positive and significant effect on MSMEs performance. Mutiara et al. 2021 conducted research on MSMEs in Bandung and found that Social Media adoption has a positive and significant effect on MSMEs performance. Soelaiman & Utami 2021 conducted research on MSMEs in Jakarta and found that Social Media Instagram Adoption has a positive and significant effect on MSMEs performance. Martoyo 2020 conducted research on Food Industry MSMEs in Jakarta and found that Digital Marketing Adoption increased sales volume. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that E-Marketing adoption has a positive and significant effect on MSMEs performance. Oktaviani 2017 conducted research on fashion industry MSMEs in Jakarta and found that E-Commerce Adoption has a positive and significant effect on MSMEs performance. Ningtyas et al. 2015 conducted research on MSMEs in Banyumas and Purbalingga and found that E-Commerce Adoption has a positive and significant effect on MSMEs performance. Based on various researches, it is clear that MSMEs can increase sales by implementing Digital Marketing. MSMEs stakeholders should convince MSMEs in implementing Digital Marketing and assist them by giving training and mentoring. There are a lot MSMEs that are still not convinced that Digital Marketing Adoption is beneficial because they have not receive insights about the real benefits of implementing Digital Marketing Himawan, 2019. Digital Marketing Implementation Analysis of MSMEs in Indonesia Digital Marketing adoption in Indonesia MSMEs has several barriers. Pribadi et al. 2018 conducted research on MSMEs in Malang and found that most MSMEs do not have capable employees that can use Digital Marketing Technologies. Kusnindar et al. 2018 conducted research on MSMEs in Pringsewu and found 5 barriers in adopting Digital Marketing incompetent human resources, lack of computer ownership, low quality internet network, high digital marketing technology cost, and lack of interest in Digital Marketing adoption. Most MSMEs have not adopt Digital Marketing because they do not have sufficient Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 318 information on how to implement Digital Marketing Rafiah & Kirana, 2019. Akhmad & Purnomo 2021 conducted research on MSMEs in Surakarta and found that MSMEs have limited capability in using digital technology. MSMEs have limitations in knowledge, resources, and time in implementing Digital Marketing Himawan, 2019. In May 2021, there were only 18% of all MSMEs, that had implemented Digital Marketing technologies N. Akhmad, 2021. This situation is unfortunate considering that Millennials and Generation Z are on the rise in terms of demography. Millennials forms a substantial market in terms of size. The combined percentage of the two generation are of all Indonesian People Ihsan, 2021. MSMEs can tap this market through Digital Marketing technologies. Widyastuti et al. 2016 conducted research on MSMEs in Yogyakarta and found that most MSMEs choose smartphones over laptops or computers to conduct digital activities. Most millennials also favor smartphones to conduct digital activities. Smartphones normally have the capability to access all kinds of digital contents however smartphones do not have the capability to create high quality digital contents. Therefore, MSMEs could focus on creating digital marketing contents that are simple but creative and interesting to compensate for the lack of quality. MSMEs should focus on Social Media as their effort in adopting Digital Marketing because Millennials have the capability to access Social Media and can be easily influenced by the contents that they receive from Social Media Piarna & Fathurohman, 2020. MSMEs that have adopted Digital Marketing normally adopt it in the form of Social Media Marketing Priyanto et al., 2020. Social Media Marketing does allow MSMEs to conduct digital marketing activities with ease of use and low cost. This ease of use is known as “Click and Share”. This allows MSMEs to create trending topics through the use of Word of Mouth Marketing Widyastuti, 2017. Martoyo 2020 conducted research on food industry MSMEs in Jakarta and found that social media marketing platform that is commonly used are WhatsApp, Instagram, Facebook, and Youtube. If the target market of an MSME is young generation then it is better to conduct Digital Marketing activities through Facebook, Twitter, Instagram Prasetyawati, Setyaningtyas, Ayu, Sartika, & Adithia, 2021. Therefore, it is better for MSMEs to adopt Social Media Marketing as a form of Digital Marketing because it is relatively easy to use. MSMEs usually has limitations in terms of budget and time to study and use the Digital Marketing technologies. To overcome the lack of capable talents in using Digital Marketing, MSMEs owners should find help from young generation family members that are normally tech savvy Ardiani & Putra, 2021. However, although young generation family members may have the capability to access digital contents, they may not have the capability to create Digital Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 319 Contents. Therefore, MSMEs should also seek help from external stakeholders that can help teach and mentor MSMEs in implementing Digital Marketing. Assistance for MSMEs in Indonesia usually comes from Higher Education Institutions that have Centers for Research and Community Service LPPM Centers. Most of these centers have helped MSMEs develop their business through training and mentorship. Some of these centers have helped MSMEs in Digital Marketing adoption. Digital Marketing Implementation Assistance projects for MSMEs by various LPPM Centers in Indonesia have shown positive results. Purwanto et al. 2021 conducted Digital Marketing Implementation assistance for a food industry MSME in Pamekasan called Ibu Turah Catering. The team helped implement Digital Marketing through WhatsApp, Facebook, and Instagram. Afterwards, Ibu Turah Catering’s Sales increased substantially. Prasetyawati et al. 2021 conducted Digital Marketing implementation assistance for a group of food industry MSMEs in Jakarta, Bogor, Depok, Tangerang, Bekasi area. Afterwards, the MSMEs can use various social media channels that are suited for their businesses. They can understand the advantage and disadvantage of various social media channels. They know how to create contents with creative visual cues and words that can help them develop Brand Awareness. Several Digital Marketing channels that the MSMEs can use after the assistance project are Website, Goodle Ads, Instagram, Facebook, TikTok, WhatsApp, Youtube, Tokopedia, Bukalapak, and Shopee. Irfani et al. 2020 conducted Digital Marketing Implementation assistance on a food industry MSME called Uberrr Snack 88 in Solok. Afterwards, the MSME can conduct digital marketing through Google Bisnisku. Rafiah & Kirana 2019 conducted Digital Marketing implementation assistance on a group of food industry MSMEs in Jatinangor. Afterwards, the MSMEs can use Instagram for Business and 90% of those MSMEs successfully increased their sales. Pramesti & Dwijayanti 2021 conducted Digital Marketing implementation assistance on an MSME called Dandang MJ. Afterwards, the MSME can use Digital Marketing through Facebook, Instagram, TikTok, and Shopee. Handajani et al. 2019 conducted Digital Marketing implementation assistance for a group of coffee industry MSMEs in Lombok Barat. Afterwards, the MSMEs can use Digital Marketing through Blogspot and Instagram. Pribadi et al. 2018 conducted Digital Marketing implementation assistance for a fashion industry MSME called Al-Kattar in Malang. Afterwards, the MSME can use Digital Marketing through Facebook, Instagram, and Shopee. They are also able to conduct analysis of their digital sales using Digital Marketing analysis tools. LPPM centers in Indonesia have trained MSMEs in using various Digital Marketing Channels. Some of the channels can be seen in table 2. The list will certainly grow as the Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 320 emergence of new digital channels and as the LPPM centers acquire the competency to teach new ways in using new digital channels. Table 2. Indonesian MSMEs Digital Marketing Channel Digital Marketing Channel Prasetyawati et al. 2021 Pramesti & Dwijayanti 2021 Purwanto et al. 2021 Prasetyawati et al. 2021 Martoyo 2020 Handajani et al. 2019 Rafiah & Kirana 2019 Pribadi et al. 2018 Prasetyawati et al. 2021 Handajani et al. 2019 Prasetyawati et al. 2021 Purwanto et al. 2021 Pramesti & Dwijayanti 2021 Martoyo 2020 Asse 2018 Pribadi et al. 2018 Prasetyawati et al. 2021 Pramesti & Dwijayanti 2021 Prasetyawati et al. 2021 Purwanto et al. 2021 Martoyo 2020 Prasetyawati et al. 2021 Martoyo 2020 Prasetyawati et al. 2021 Prasetyawati et al. 2021 Prasetyawati et al. 2021 Pramesti & Dwijayanti 2021 Pribadi et al. 2018 CONCLUSION & SUGGESTIONS Based on the literature study, it can be concluded that there are 23 factors that influenced the adoption of Digital Marketing in Indonesia. It can also be concluded that Digital Marketing adoption has a positive effect on MSME’s performance. MSMEs should find assistance from various external stakeholders in implementing Digital Marketing. One of the source of assistance is the Centers of Research and Community Service LPPM Centers of Higher Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 321 Education Institutions in Indonesia. LPPM Centers have the capability to teach and assist MSMEs in implementing Digital Marketing through various digital channels. It is proven that assistance from LPPM Centers can increase MSME’s performance. MSMEs stakeholders should give more support for LPPM Centers in the future in order for these centers to increase their reach and their quality in helping MSMEs. The form of assistance could be in the form of Capacity Building Initiatives for LPPM Centers. Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 322 REFERENCES Agung, and Darma, 2019. 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Salah satu sumber pendampingnya adalah Pusat Penelitian dan Pengabdian kepada Masyarakat LPPM di setiap universitas atau perguruan tinggi Andika et al., 2021. ...Syamsu Hidayat Hafizah RifiyantiSilvana SyahRino SubektiLayanan internet kini sudah menjadi kebutuhan yang utama dalam menunjang setiap kegiatan bermasyarakat tidak terkecuali dalam dunia pemasaran, dengan semakin meningkatnya jumlah pengguna internet setiap tahunnya menciptakan peluang untuk dapat memasarkan hasil produk dengan lebih baik, cepat dan murah. Para pelaku usaha Mikro Kecil dan Menengah membutuhkan pendampingan untuk meningkatkan branding dalam memasarkan produknya terutama penjualan dengan pemanfaatan platform marketplace, yang jangkauannya lebih luas dan murah. Salah satu bentuk dukungan untuk mereka adalah berasal dari akademisi yang berada dalam satu lingkungan sekitar ini merupakan hal penting dalam menanamkan akumulasi pengetahuan ke dalam ranah pengoperasian usaha baik produk maupun pemasaran. Metode yang digunakan dalam bimbingan teknis ini adalah persiapan, pelaksanaan, monitoring dan evaluasi serta membuat pelaporan. Tujuan dari kegiatan ini adalah terciptanya sebuah platform berbentuk website bagi para pelaku Usaha Mikro Kecil dan Menengah di lingkungan RW 01 Kelurahan Jagakarsa, terciptanya laporan kemajuan, laporan akhir serta artikel pengabdian masyarakat yang dapat bermanfaat bagi khalayak banyak. Keberadaan UMKM di wilayah sekitar kampus Insitut Bisnis dan Informatika 1957 menjadi sebuah jalinan yang sangat baik dan harus dilanjutkan untuk menjadi rencana ke depan di setiap kegiatan ini. Dampak dari kegiatan ini adalah para warga dapat menggunakan layanan internet dengan bijaksana dan lebih bermanfaat, bertambahnya wawasan untuk melakukan strategi promosi ataupun pemasaran melalui platform–platform yang ada di media sosial. Melalui diskusi dan feedback yang diberikan oleh para peserta adalah pelaksanaan kegiatan seperti ini bisa ditingkatkan dengan memberikan pelatihan–pelatihan yang lebih intensif terutama dalam pemanfaatan teknologiZakiya UmamiGede Sri Darma Jurnal Manajemen Dan KewirausahaanThe accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the development of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today's social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and documentation. The results stated that promotion using Instagram IG endorsement and paid promote could increase brand awareness and buying Kadek Mita Ayu WandariGede Sri DarmaPenelitian ini bertujuan untuk mengelola karakter green behavior pada generasi milenial dalam meningkatkan minat penggunaan green product dan implementasi karakter green behavior pada generasi milenial dalam meningkatkan minat penggunaan green product yang dapat mengurangi fenomena masalah sampah plastik. Studi kasus dilakukan di Kota Denpasar. Untuk menjawab pertanyaan penelitian, wawancara dilakukan kepada generasi milenial yang ada di Kota Denpasar yang memiliki pemahaman yang baik mengenai pengelolaan karakter green behavior. Teknik analisis data dilakukan dengan empat langkah yaitu data collection, data reduction, data display dan conclusion drawing/verification. Dalam penelitian ini, uji keabsahan data menggunakan bahan refrensi, member check, triangulasi sumber data dan triangulasi teknik pengumpulan data. Penelitian ini mengindikasikan bahwa bagaimana pengelolaan dan implementasi karakter green behavior pada generasi milenial dalam meningkatkan minat penggunaan green product 1 Karakter Green Behavior adalah tentang bagaimana mengelola karakter pada generasi milenial untuk menghasilkan peningkatan minat penggunaan green product; 2 Karakter Green Behavior mengacu kepada kesadaran masyarakat milenial di Kota Denpasar untuk memiliki rasa kepedulian yang tinggi terhadap lingkungan yang mengarah pada tujuan yang sesuai dengan peraturan Gubernur Bali Nomor 97 Tahun 2018 tentang Pembatasan Timbulan Sampah Plastik Sekali Pakai dan peraturan Pemkot Denpasar Nomor 658/2529/DLHK Tahun 2018 tentang upaya mengurangi penggunaan plastik di Kota Denpasar; 3 Implementasi Karakter Green Behavior yang dilakukan untuk membantu pemerintah bersama- sama menjaga lingkungan dan masyarakat dapat lebih mencintai dan meningkatkan konsumsi terhadap poduk-produk ramah UmiyatiErni AchmadDigital developments make micro, small and medium enterprises must adjust to technological advances. the adoption of digital economic use of MSME actors is still relatively low. This is caused by several factors. The purpose of this study is to analyze the factors that influence the use of digital economy in SMEs in the City of Jambi. This study uses primary data with a purposive random sampling technique. The number of samples is 105 respondents. The analytical tool used is binary logit regression. Dependent variables are business actors who use digital score = 1 and those who do not use digital score = 0. The independent variable is household characteristics and business characteristics. From the results of the study obtained factors that influence MSMEs in using the digital economy are business type variables, information technology training, partnerships, age, education level and internet Putu Ayu WulandariGede Sri DarmaThe aim of this research is to observe the impact of advertising creativity, advertising appeal and endorser credibility to the advertising effectiveness and purchase decision on Instagram. This research was conducted in Ilsproject Store. It is an online and offline store in Denpasar which sells fashion product. The design of this research is a quantitative research which shows a causality relationship between variables. The technique of collecting data was done using questionnaire to 168 consumers. The technique of analyzing data was done using structural equation modeling SEM with the AMOS program version 22. The result of this research shows that the advertising creativity has a positive and significant impact of 0,783 to the advertising effectiveness and 0,203 to the purchase decision. The advertising appeal has a positive and significant impact of 0,783 to the advertising effectiveness and 0,648 to the purchase decision. The endorser credibility has a positive and significant impact of 0,803 to the advertising effectiveness and 0,656 to the purchase decision. The advertising effectiveness has a positive and significant impact to the purchase decision with the number 0, SMEs business is growing rapidly in Bogor City, especially culinary cluster SMEs. Tight competition in the industrial era made the culinary cluster SMEs in Bogor City begin to implement a new marketing strategy via internet called e-marketing in order to achieve business growth. The purpose of this study are identify the type of e-marketing most commonly used by culinary cluster SMEs in Bogor City, analyze factors that influence e-marketing adoption by culinary cluster SMES in Bogor City, and analyze the effect of e-marketing adoption on marketing performance SMES of culinary cluster in Bogor City. The method used non-probability sampling with purposive sampling technique, the sample consist of 100 culinary cluster SMEs in Bogor City. The data obtained were processed using Structural Equation Modeling SEM with Partial Least Square u approach and using the Smart-PLS program. The results of this study indicated social media marketing is the type of e-marketing that is most widely used by culinary cluster SMEs in Bogor City. Relative advantage, top management support, employee capability, competitive environment, and customer pressure were factors that positively and significantly influence the decision to adopt e-marketing of Bogor City culinary cluster SMEs. E-marketing adoption had positive and significant effect on marketing performance of culinary cluster SMEs in Bogor SudiwedaniGede Sri DarmaBackgrounds Human resource development in terms of the knowledge, attitude, and skills of a doctor is important in a digital era and to face the industrial revolution This study aims to analyze the effect of knowledge, attitude, and skills on doctor behavior and the impact of doctor behavior on its readiness in facing the industrial revolution Methods This study uses descriptive-quantitative methods with regression analysis The results of the study based on Regression Weight γ show that knowledge has no significant negative effect on behavior; attitude does not have a significant positive impact on behavior; skill does not have a significant positive effect on behavior, and behavior significantly has a positive effect on the readiness of Conclusion The results and discussion show that hospitals can use the structural equation model in analyzing knowledge, attitude, skill, and behavior problems to increase the doctor's readiness, and strengthening the doctor's behavior needs to develop doctors' attitudes and PriskilaGede Sri DarmaThis study aims to discuss the brand value proposed by John Hardy and, as jewelry retail, it can be seen from each of these brand values. This study uses a qualitative method with the interview technique or open questionnaire for gaining all employees in the sales department of John Hardy, Indonesia. The data were collected and analyzed by first reducing and presenting the data and finally concluding. Triangulation was also done to get the trustworthiness data validity so that it is expected to provide valid data for research. It shows that community, artisanship, and sustainability are much linked to the brand, and it is also tied together as well as being implemented. For that reason, John Hardy is required to know how to deliver the information correctly to the customer, mention the company's history, the value, and DNA deoxyribonu-cleic acid as the individual blueprint of every living thing, which makes it unique in the Putu Dian Shavitri HandayaniGede Sri DarmaPenelitian ini bertujuan untuk mendapatkan bukti empiris pengaruh implementasi kebijakan penentuan sasaran prioritas pemeriksaan, kebijakan buka rekening untuk kepentingan perpajakan dan forensic digital terhadap kualitas pemeriksaan di Lingkungan Kanwil DJP Bali. Pendekatan yang digunakan adalah pendekatan kuantitatif dengan menggunakan metode purposive sampling dalam penentuan sampel dan metode Partial Least Square PLS sebagai teknik analisis data. Hasil penelitian mengindikasikan bahwa kebijakan penentuan sasaran prioritas pemeriksaan, kebijakan buka rekening dan forensic digital memberikan pengaruh yang positif dan signifikan terhadap kualitas pemeriksaan. Tax ratio Indonesia yang masih tergolong rendah, menandakan masih banyak potensi pajak yang belum tergali, sehingga hasil penelitian ini diharapkan dapat memberikan kontribusi berarti bagi pembuat kebijakan dan otoritas pajak agar dapat mengimplementasikan strategi yang sesuai untuk meningkatkan kualitas pemeriksaan sehingga dapat meningkatkan kemauan membayar dari wajib pajak. Komang Gita Krishna MurtiGede Sri DarmaPenelitian ini bertujuan untuk mengeksplorasi bagaimana strategi yang perusahaan rintisan lakukan untuk dapat bertahan di saat krisis pandemi sedang terjadi. Penelitian Competitive intelligence dan marketing terdahulu digunakan sebagai panduan dalam penyusunan pertanyaan wawancara dan juga analisis data. Data dikumpulkan melalui proses wawancara secara mendalam semi-terstruktur yang melibatkan 6 narasumber utama yaitu CEO, CMO dari besthostels Indonesia, 2 pemilik property yang mendaftarkan propertynya di besthostels indonesia dan juga 2 konsumen yang sudah lebih dari 2 kali melakukan reservasi di platform besthostels Indonesia. Data kemudian dianalisis melalui proses coding dan themeing. Penelitian ini mengindikasikan terdapat 4 faktor utama yang membuat bestostels Indonesia dapat bertahan disaat terjadinya krisis pandemi, yaitu competitive intelligence, marketing citizen 4,0 dan juga investor funding. Penelitian ini menawarkan sebuah model yang komprehensif untuk memahami faktor faktor' yang mempengaruhi keberhasilan sebuah perusahaan rintisan menghadapi krisis. Model ini dapat dijadikan sebagai acuan bagi penelitian berikutnya untuk mendapatkan bukti empiris yang dapat pada generalisasi terkait faktor faktor yang mempengaruhi keberhasilan perusahaan rintisan menghadapi krisis. Selain itu, penelitian ini juga dapat dijadikan refrensi berharga bagi individu yang ingin memulai perusahaan rintisan nya sendiri dan strategi yang tepat untuk Putu Dian ShavitriGede Sri DarmaThis study aims to obtain empirical evidence on the influence of the implementation to determine the priority of Taxpayer to be audited policy, access to financial information for tax purposes policy and digital forensics toward tax audit quality and tax revenue in Bali Regional Office of Directorate General of Taxes. The approach that is used is quantitative approach using purposive sampling method in determining sample and Partial Least Square PLS method as data analysis technique. This study revealed that the implementation to determine the priority of Taxpayer to be audited policy, access to financial information for tax purposes policy and digital forensics has a positive and significant effect toward tax audit quality and tax revenue collection. Indonesia's tax ratio is still relatively low. Keywords Taxpayer Audit Priority; Bank Account Opening; Digital Forensics; Tax Audit Quality, Tax Revenue.
DigitalMarketing - Government Service Intern at Telkom Indonesia | Internal Auditor Committee at AIESEC in Indonesia | Undergraduate Accounting Student Sep 2019 - Nov 2019 3 bulan. Pendidikan Universitas Pembangunan Nasional Veteran Yogyakarta
Digital Marketing di Indonesia Tahun 2019 diperkirakan akan tumbuh pesat menurut Laporan Tren Iklan Digital Global 2019 PubMatic . Diperkirakan pengeluaran Digital Marketing Indonesia akan mencapai $ 2,6 miliar sekitar Rp36,5 triliun tahun ini atau meningkat 26 persen dibandingkan tahun lalu. Ini adalah tingkat pertumbuhan tertinggi, mengalahkan negara-negara Eropa seperti Rusia, Irlandia, Swedia, Prancis, Belanda, Italia, dan Swedia. Sebenarnya, total pengeluaran Digital Marketing Indonesia pada tahun 2019 masih kecil dibandingkan dengan Amerika dan Cina dalam laporan PubMatic . Kedua negara tersebut adalah satu-satunya pasar dengan pengeluaran iklan digital lebih dari $ 10 miliar yang diproyeksikan akan tumbuh pada tingkat dua digit pada tahun 2019. Namun, dalam hal persentase pertumbuhan setiap tahunnya , mereka masih kalah dengan negara-negara berkembang seperti Indonesia dan India. Baca Juga 7 Alasan Digital Marketing Sangat Penting Untuk Bisnis Anda Jika dilihat dari % perubahan setiap tahunya , Indonesia berada di posisi teratas dengan persentase pertumbuhan mencapai 26 persen. Diikuti oleh India 20% di tempat kedua, Rusia 19%, Thailand 15%, dan Meksiko 15% yang berada di posisi lima teratas, termasuk Indonesia. Digital Marketing pasar Indonesia yang berkembang karena sejumlah faktor. Salah satunya adalah meningkatnya jumlah pengguna internet yang kini melebihi setengah dari total populasi Indonesia yang mencapai 265,4 orang. Selain itu, pengembangan fitur periklanan di media sosial dan tren belanja online juga mendorong bisnis untuk berkampanye untuk merek dan mempromosikan ke ranah digital. PubMatic juga mencatat bahwa belanja iklan digital global tahun 2019 diproyeksikan mencapai $ sekitar , 601 triliun tumbuh 48,5 persen. Juga, pada tahun berikutnya, ia meramalkan bahwa angka itu bisa mencapai $ 380,40 miliar sekitar Rp5 , 346 triliun atau tumbuh 54,5 persen. Ketika merujuk pada data ini, hingga 2020, sebagian besar pengeluaran iklan akan dihabiskan untuk iklan digital dan ini akan perlahan-lahan mengubah tren periklanan konvensional atau tradisional. Tempat Kursus Komputer Terbaik Digital Marketing, Programming, SEO, Dll. Programmatic Ads di Pasar Digital Indonesia Iklan terprogram Progammatic Ads menjadi salah satu metode atau interaksi yang membedakan antara iklan digital dan konvensional. Dalam iklan terprogram, hampir semua transaksi dapat diselesaikan secara otomatis pada satu platform. Mulai pilih layanan produk, konsultasi melalui chatbots , hingga proses pembayaran. Bahkan, hampir setiap biro iklan telah mengadopsi sistem programatik untuk memberikan kenyamanan dan efisiensi dalam transaksi. Menurut PubMatic , tren ini juga akan bergerak positif pada tahun 2019. Dari total pengeluaran iklan digital secara global, dua pertiga akan dihabiskan untuk iklan terprogram. Baca Juga 8 Cara Ampuh untuk Meningkatkan Perfoma Websitemu Di pasar Digital Marketing Indonesia, tren iklan terprogram sejalan dengan tren global. Iklan terprogram di Indonesia diprediksi oleh PubMatic akan mengalami peningkatan pesat pada 2019. Diperkirakan total pengeluaran untuk iklan terprogram di Indonesia akan meningkat sebesar 89 persen, mencapai sekitar $ 500 juta sekitar Rp7 triliun tahun ini. Dengan pertumbuhan ini, pasar iklan terprogram Indonesia telah menjadi yang paling cepat berkembang pada 2019 bersama dengan India 47% dan Brasil 45%. Tingkat pertumbuhan ini jauh melebihi negara-negara Eropa seperti Perancis 26%, Jerman 19%, dan Italia 19%. Meski begitu, dalam hal jumlah nilai yang dihabiskan, Indonesia masih di bawah negara-negara ini. Kursus digital marketing terbaik Iklan Seluler Mobile Ads di Pasar Digital Indonesia Teknologi seluler, yang sekarang hampir menjadi tren teknologi secara umum, juga mendorong pertumbuhan belanja iklan seluler di dunia. PubMatic memperkirakan bahwa total belanja seluler tahun ini akan melebihi $ 200 miliar sekitar $ 2,811 triliun. PubMatic melaporkan bahwa tingkat pertumbuhan di sektor ini akan tetap berada di wilayah dua digit hingga 2022. Mirip dengan iklan terprogram, sektor iklan seluler di pasar periklanan digital Indonesia telah menjadi pasar dengan pertumbuhan tercepat pada tahun 2019. Pertumbuhan pasar iklan seluler Indonesia dari tahun 2018 hingga 2019 diprediksi oleh PubMatic akan mencapai 34 persen. Kursus Digital Marketing Baca Juga Cara Meningkatkan Traffict Pada Website yang Eksplosif di Tahun 2020! Persentase ini sebenarnya setara dengan Rusia, tetapi untuk jumlah yang dihabiskan, Indonesia masih unggul dari Negara Beruang Merah. Total pengeluaran iklan seluler Indonesia diproyeksikan oleh PubMatic akan mencapai $ juta sekitar Rp21 triliun. Pembelian dalam aplikasi juga dapat dianggap sebagai salah satu pendorong utama peningkatan pengeluaran iklan seluler. Bagaimanapun, adopsi internet seluler di kalangan konsumen memang didorong oleh aplikasi. Mereka menghabiskan lebih banyak waktu di sana daripada melalui web seluler. Pada kuartal kedua tahun lalu saja, pengguna perangkat seluler yang mengunduh aplikasi digital di seluruh dunia hampir mencapai 30 juta. Jadi, menampilkan promosi atau kampanye melalui aplikasi sekarang menjadi tren dalam periklanan digital. Tidak mengherankan jika aplikasi saat ini di pasar menyediakan ruang untuk beriklan. Aplikasi ROLi dan Mobile Ads ROLi , aplikasi gaya hidup digital yang dirancang oleh Telkomsel , bisa menjadi contoh. Aplikasi ini untuk pengguna ponsel Android dapat memfasilitasi pengiklan atau merek untuk mempromosikan produk mereka ke pelanggan Telkomsel yang tersebar di seluruh negeri. Saat ini, sekitar pelanggan Telkomsel telah mengunduh ROLi ke perangkat seluler mereka. Baca Juga 6 Hal Yang Dapat Meningkatkan CTR Adwords Kamu Saat Ini The Roli aplikasi juga cukup unik karena memberikan banyak manfaat kepada pengguna seperti kuota internet data, paket SMS, dan paket suara. Hadiah seperti kuota data internet 300MB dapat diperoleh setiap bulan oleh pengguna ROLi dan gratis. Mereka hanya perlu mengaktifkan fitur layar kunci ROLi selama 30 hari langsung pada perangkat sebagai persyaratan. Jadi, dalam fitur layar kunci ini, konten yang dipromosikan oleh pengiklan dan merek akan ditampilkan kepada pengguna ROLi . Ini memiliki potensi untuk meningkatkan kesadaran merek di pasar. Selain itu, masih ada banyak ruang iklan yang dapat digunakan pengiklan di ROLi . Seperti survei, spanduk layar dalam aplikasi, atau melalui video di menu iklan tontonan. Memberikan pengalaman unik dan inovatif ini adalah keuntungan yang dirasakan pengguna perangkat seluler. Jadi wajar jika tren periklanan saat ini semakin mengarah ke digitalisasi, terutama mobile. Iklan Video Video Ads Selain itu, tren yang semakin populer di semua kalangan saat ini adalah video. Saat ini, banyak orang senang memproduksi dan menonton video. Perhitungan yang dilakukan oleh PubMatic , video menjadi faktor pendorong utama dalam pertumbuhan angka pengeluaran iklan digital. Mereka memperkirakan, peningkatan domain ini bisa mencapai lebih dari 70 persen hanya dalam empat tahun 2018-2022. Baca Juga 9 Tips Jitu Buat Toko Onlinemu Sukses dan Menghasilkan Profit Besar Dilihat dari metode transaksi, pengeluaran untuk iklan video terprogram secara global diperkirakan meningkat 7,4 persen dari tahun lalu, dari 54,6 persen menjadi 62 persen pada 2019. Sementara non-programatik mengalami penurunan dari 45,4 persen menjadi 38 persen pada periode yang sama. Dari semua klasifikasi di atas, pengeluaran untuk iklan video terprogram di Indonesia diperkirakan tertinggi pada 2019. Persentasenya dua kali lipat dari tahun lalu, mencapai 105 persen. Sebuah video memang tidak bisa dipungkiri sebagai tren yang sangat populer di masyarakat. Di Indonesia, dalam waktu kurang dari setahun Januari – September 2018, konsumsi konten video dari semua pelanggan Telkomsel telah meningkat sebesar 67 persen, setara dengan 73 petabyte. Jika dikonversi, ini sama artinya dengan memutar video berkualitas high definition HD selama tahun. Pada tahun 2020, konsumsi video jutaan pelanggan Telkomsel diperkirakan akan mencapai lebih dari 120 petabyte. Tren ini menunjukkan bahwa video akan menjadi media untuk iklan yang sangat potensial untuk bisnis. Jika Anda membaca tren dan angka di atas, para pelaku bisnis tampaknya sangat bersemangat untuk mengalokasikan anggaran besar untuk iklan digital. Penting bagi pengiklan dan penerbit untuk membaca tren dan data dalam iklan digital yang dapat memiliki dampak dan pengaruh signifikan terhadap pasar. Karena dunia digital dipenuhi dengan aspek-aspek pemrosesan data, demikian pula industri. Data sangat penting untuk menentukan berbagai keputusan bisnis. Berikut ini adalah infografis tentang tren pasar periklanan digital Indonesia pada tahun 2019 Baca Berikutnya 8 Strategi Digital Marketing terkini utuk Meningkatkan Profit Anda
Kamimenerima peserta Pelatihan Digital marketing dari Kota Pasuruan, Nganjuk, Caruban, Bojonegoro, Surabaya dan Kota lainnya. Cek Harga Tiket Masuk Taman Safari Indonesia Bogor per Agustus Kemarin . Cek Harga Mobil Bekas Honda HR-V Tahun 2015-2019 per Agustus 4 jam lalu . Kini Daihatsu Xenia Bekas Tahun 2006 Makin Murah, Mulai Rp 50 1. IntroductionThe combination of behaviors and uses of digital technology and devices are creating users reflexively when they switch to a device and act on their needs on a site or application. Generally, these actions are carried out to learn, do, find, lookout, or buy something. Because of a unanimous determination formed by the needs and preferences obtained from other users, consumer expectations will be higher, which is generally caused by company standards that seem to always be able to meet customer needs. In addition, smartphones are increasingly playing a role in influencing micro-moments. Easy access to a site encourages customers to act spontaneously. Therefore, the micro-moment is an aspect that must be taken advantage of by marketers engaged in mobile to an online news report by the Central Statistics Agency in 2020, there are million internet users in Indonesia. This number increased by million 15% from million users in 2018. The growth in the number of internet users was influenced by leaps in communication technology development and the onset of a pandemic that limited social mobility. These created a trend of automation and data exchange, especially for active internet users, who are mostly in the Millennial consumption of food is related to public and individual health, the climate, social stability, the environment, and the economy Reisch et al., Citation2013; Reynolds et al., Citation2015. Therefore, it has been a significant subject of many studies Godfray et al., Citation2018; Mak et al., Citation2012; Notarnicola et al., Citation2017; Sarkodie & Strezov, Citation2019. Furthermore, food intake habits are changing through shifting generations Bumbac et al., Citation2020. Particularly, Millennials began increasingly preferring technology-friendly goods and services Shermon, Citation2017. Therefore, new marketing tactics are considering by the companies. For example, social media influencers and bloggers are increasingly becoming more relevant in influencing the buying intentions of particularly younger generations and becoming more regarded as marketing tools Chopra et al., Citation2020; Gordon, Citation2017. Moreover, there is an increase in demand and the need to increase the global production of food consumption, to improve the environment, and to ensure public health Notarnicola et al., Citation2017.Street cuisines frequently represent traditional indigenous cultures and come in an infinite variety. There is a great deal of variation in both the raw materials and the preparation of street food beverages, snacks, and meals Alfiero et al., Citation2017. Vendors’ stalls are typically positioned outdoors or beneath an easily accessible area. They provide low-cost seating, and costs such as air conditioning systems are avoided Gupta & Sajnani, Citation2019. Their success however is entirely dependent on their geographic position and word-of-mouth promotion. The street food vendors are often owned and run by low-income individuals or families; their commerce benefits the entire local economy. Vendors, source their fresh food locally, establishing direct connections between their businesses and small-scale farms and market gardens Alfiero et al., Citation2017.While big restaurants typically located indoors, make significant investments in seats, air conditioning, and bright décor Sagi, Citation2021. Almost all, marketing techniques are based on advertising, sponsorship, and special offers designed to foster brand loyalty. Typically, owners enter into a franchise agreement with a transnational corporation that also controls raw materials, the menu, and the method of preparation. Profits created by foreign-controlled fast food businesses frequently might flow out of the country Sagi, Citation2021.Street food micro-industries are critical to many municipalities’ economic planning and development. The importance of street food vendors to developing country economies such as Indonesia has been grossly underestimated and overlooked Bricas, Citation2019. The importance of the street food industry has frequently been overlooked due to its classification as an informal sector. However, this phenomenon has persisted for a longer period of time and may be less transitory than previously predicted. In Indonesia, urban regions, the informal sector appears to be increasing faster than the formal sector. Due to the rapid growth of urban populations and growing awareness of the restricted employment opportunities produced by large-scale enterprises, planners are beginning to recognize the informal sector’s relevance Alfiero et al., Citation2017.In addition, the advent of the coronavirus pandemic in 2019 Covid-19 had a major effect on the global food industry at various levels, including manufacturers, processors, and consumers Galanakis, Citation2020. Notably, as the coronavirus pandemic has evolved the public’s hygiene behavior and changed consumption habits Esobi et al., Citation2020. In addition, it changes the views, habits, and attitudes of consumers towards food consumption which may contribute to a shift in the potential diets of consumers Jeżewska-Zychowicz et al., Citation2020. As this infectious disease is new and its longevity is not understood, more data and knowledge need to be gathered to explore the effects of the coronavirus pandemic on evolving patterns of food response to the Covid-19 crisis, the Indonesian government has announced regulations executing Large Scale Social Distancing to alleviate the spread of the deadly virus Olivia et al., Citation2020. Cities implementing Social Distancing program are Bandung, Jakarta, Surabaya, Makassar, and Bogor. The restraints comprise of provisional closing of schools, offices, limited access to public areas and closure of social, religious, and cultural locations. There are also transportation controls taking place Olivia et al., Citation2020. As result, there is a significant decrease in tourist arrivals into the country Caraka et al., Citation2020. Moreover, Indonesians themselves switched to prepare their meals at home. Consequently, restaurants are striving to survive at every level. Estimations suggest that a hundred thousand restaurant personnel have lost their jobs Pradesha et al., Citation2020. Confronted with revenue decline, several eateries, cafes, and restaurants are shut down as they were not able to pay rentals, salaries, and utilities Mayasari et al., Citation2020.The uniqueness of Indonesian’s street food contributes to its reputation as a food paradise among tourists domestic and overseas. Indonesia’s stalls and street food are one of the major groups in food service, mainly providing meals for low to middle-income consumers Gupta et al., Citation2018. Due to the pandemic, sales at these merchants have reduced significantly Potia & Dahiya, Citation2020. Many street food sellers have had to temporarily close their business which mostly was their only family income. The majority of their customers are now shifted to self-made meals or dine-in areas. However, a few have been capable to use delivery or take away services Potia & Dahiya, Citation2020.Restaurants had to rely on a limited number of food selling strategies before COVID-19, which will, unfortunately, become obsolete in the post-COVID-19 conditions. This Covid-19 pandemic has altered the population’s patterns as people are becoming increasingly concerned with their health Zeb et al., Citation2021. In this situation or conditions their buying behavior changes. Consumers can no longer be able to walk to a particular shop or restaurant. They also might need information or reviews that can help them consider purchasing decisions Elia et al., Citation2021.They try to discover new strategies to improve their immune system, which will aid them in combating this deadly disease. This epidemic has shifted the mindset in general. This new paradigm entails greater sensitivity and more innovative tactics to meet client demands and desires Zeb et al., Citation2021. In a post-COVID-19 world characterized by social alienation, the restaurant business will have to remake itself entirely. The situation is even more serious and precarious for food street vendors. They may find this period more challenging as a result of the transparency involved in meal preparation. This is a difficult period for the entire sector, from upscale restaurants to the modest street seller with a stand on the corner of the street Zeb et al., Citation2021.On the other hand, despite the significant decline in dine-in and street food customers, Indonesia’s biggest food delivery applications such as Grab food and Gojek, have experienced a significant increase in orders for their delivery services Suryo, Citation2020. Consequently, to tackle the long-term consequences of the COVID-19 pandemic, and due to behavior changes during the lockdowns, it is crucial to consider safer purchase behaviors such as the online ordering of food has become one of the most common platforms in recent years for capturing and sharing personal thoughts, ideas and opinions related to events in daily life Glucksman, Citation2017. After using goods and services, individuals often blog their comments and therefore customers seek advice before purchasing websites and social media. Consequently, before making a buying decision, blogging has become a critical actively use social media, and for sharing social media YouTube is the most accessed platform, namely 88 percent of total social media users in 2019 Briliana et al., Citation2020. Information dissemination with various video content can be found on YouTube, one type of which is the video blog often called a vlog. The vlog video phenomenon has become a remarkable trend among Indonesians today. A vlog is journalistic video documentation on the web that contains depictions of life, thoughts, opinions, and interests. Vlog content varies greatly, one kind being the food vlog. As the name implies, food vlogs discuss anything related to food. The emergence of food vloggers has a special appeal for vlog lovers and food lovers. Food vloggers provide detailed information or explanations about the foods they have tried. The package this in video form and upload their information on YouTube. By consulting a food vlogger, consumers feel it is easier to choose food products and the value of these foods is increased. One convenient aspect is the existence of reviews from other parties, in this case, the food vlogs, whether positive or negative, including detailed food information, advantages and disadvantages as well as their impressions after trying the food. The advantage to a video uploader on YouTube is that they are paid at a rate depending on the number of viewers of each studies examined several variables influencing the blogs readers and vlog watchers’ intentions Salloum et al., Citation2018; Hughes, Lepkowska-White & Kortright, Citation2018; Sajjad & Zaman, Citation2020. Moreover, because of the significant decrease in attendance in public areas and movement control by the Indonesian government, consumers need reliable and useful information to better understand food products and subsequently support their purchasing Briliana et al. Citation2020 found that current technological developments have created business opportunities in digital media and food vloggers are taking advantage of these opportunities to present interesting content. The YouTube platform allows Indonesian vloggers to showcase their culinary interests and activities in an interesting and informative way. The more viewers, the more money they receive. This has increased the number of food vloggers who are increasingly in demand. However, on online social media, there are many product reviews not all of which are trustworthy Shi & Liao, Citation2017. So, this study includes source credibility theory to identify the factors that make a review credible. Furthermore, research conducted by Djafarova and Rushworth Citation2017 states that credibility derives from the sources of reviews, the reviewer’s expertise and the trust developed by-products be reviewed empirical observation, trust and usefulness of blogs have already been identified as important factors in online shopping behaviors AlSaleh, Citation2017. From a marketing perspective, blogging and vlogging have been viewed as new types of electronic word of mouth ALNefaie et al., Citation2019. Information acceptance of eWOM more effectively influences online consumer buying behavior Erkan & Evans, Citation2016. Comparing with conventional media and online communities, the contents of blogs are relatively more useful and trusted among consumers Lepkowska-White & Kortright, Citation2018. Additionally, experiments have suggested that the reputation of the blogger also significantly influences customers’ attitudes toward a seller or product Jia Miin et al., Citation2020. Well reputed bloggers value their fiercely gained reputation and chose their recommendations or services carefully. It is recognized that bloggers’ recognized believability eventually precedes to consumers’ acceptance of products AlSaleh, Citation2017. Consequently, blog readers decide their buying choices by interacting with bloggers, reading reviews, or conforming to a blogger’s there is a critical need to study changes in Indonesian consumers’ attitudes and behaviors towards the Indonesian street food industry or possible ways to help this major industry to survive. While some researchers have studied factors that influence buying intentions toward food consumption, such as sustainable consumption, there are very few studies that addressed bloggers’ recommendations as a formidable marketing strategy which affects consumers’ intentions to buy Indonesian street purpose of this study is to examine the correlations between authenticity, mobile app usefulness, credibility, attitude toward online food vlogger reviews, and Intention to use food vlogger reviews for purchase decisions. Several studies of the effects of vlogging on consumers have been conducted in online reviews Arviansyah et al., Citation2018; Hill et al., Citation2017; Lee & Watkins, Citation2016. However, previous research has only focused on the driving factors that influence consumer behavior, such as mobile app usefulness, which identifies the use of social media when choosing tourist destinations Jalilvand et al., Citation2012, and reviews of beauty vloggers Liu et al., Citation2019 However, there is little empirical research that focuses solely on Indonesian street food Briliana et al., Citation2020 and there is still very limited research that analyses the effect of Millennial attitudes to online food vlogger reviews, especially at this time of the COVID-19 pandemic. This study aims to review and analyze literature related to the understanding gap in the purchasing behavior of Indonesian local street food consumers using the technology acceptance model TAM, and to examine the effect of mobile app usefulness, authenticity, credibility and Millennial attitudes towards online food vlogger reviews during the The technology acceptance model TAMDeveloped byDavis Citation1989 the technology acceptance model TAM is a behavioral theory of the use of computer technology. It is based on Fishbein’s Theory of Reasoned Action TRA Fishbein & Ajzen, Citation1975, which uses a person’s intentions to explain their behavior from a social psychology perspective. Two constructs determine intention the individual’s intention to act and the social norms or belief that certain people or groups will approve or disapprove of the behavior. Whereas TRA explains human behavior in general, TAM describes specifically what determines overall computer use; how users behave with various end-user computing EUC technologies and the characteristics of populations of is a model for predicting and explaining how technology users accept and use technology related to their work. The TAM model is derived from a psychological theory to explain the behavior of users of information technology, which refers to the relationship among a user’s belief, attitude, intention, and behavior. This theory models a person’s behavior as a function of behavioral Literature Intention to use food vlogger reviews for purchase decisionsThe intention is an individual desire to perform certain behaviors which can be explained through the Theory of Planned Behavior TPB which is a development of the Theory of Reasoned Action TRA. The intention reflects the individual’s motivation to try to behave in a certain way Ajzen, Citation2005. Interest can be indicated as to how strong a person’s belief is to try or perform a certain action, and how much effort will be used to perform a behavior Khazaei, Citation2020. The intention has a high correlation with behavior; therefore, it can be used to predict behavior. Purchase intention is a choice made by customers after analyzing several similar products Khazaei, Citation2019. Customers will make product selections according to their behavior, the results of the analysis of the benefits of recommendations and habits Briliana et al., Citation2020. Chieh Keng-Chieh et al. Citation2017 state that when viewers pay attention to advertisements displayed on the YouTube platform, they may be interested in buying products or AuthenticityAuthenticity is the result of conceptual understanding of culture and history related to ancient markers, origins, and heritage Bryce et al., Citation2015. According to Pratt Citation2007, authenticity indicates shared meanings, namely being original and genuine. Ram et al. Citation2016 define authenticity and attachment to place in tourism, by focusing from a cognitive perspective on the visitor attractions sector and how authentic their experience is. Meanwhile, Richards and Wilson Citation2006 argue that authenticity is a quality attribute associated with special food and cuisine from a certain area, that results from the cultural processes of the place. Moreover, Luoma-aho et al. Citation2019 argued that the audiences’ input on the vlog has a greater influence on the perception of the vlogger’ authenticity than the negative or positive valence of the advertised content. In addition, authenticity is also related to the atmosphere, facilities, and capacity of the place to reflect the form of local street food services. According to Pine and Gilmore Citation2008, authenticity is considered in the tourism industry as an important asset for providers of services for tourists, who are looking for genuine experiences and are not satisfied with cheap and low-value street food is historically, geographically or culturally connected to a group of people who perceive themselves or others as unique people with distinct cuisine Luoma-aho et al., Citation2019. By expanding on this concept, a food stall that sells food that is geographically or ethnically associated with a culture other than that of the consumer. It is critical for street food to maintain an appearance and authenticity in order to remain appealing to their clients. Since authenticity described by a vlogger may influence customers’ perceptions of street food The following hypothesis is generated H1. Authenticity impacts attitude toward online food vlogger reviews Mobile app usefulnessRauniar et al. Citation2014 defines mobile app usefulness as the extent to which users of social media believe that accessing a particular site helps meet the needs of individuals who have high expectations. The usefulness of the mobile application of online food aggregators influences the buying choice of a customer and consequently leads to a change of food purchasing behavior Kapoor & Vij, Citation2018. Each social media application offers specific key services, and services and adds utilitarian value for its audience. Research from Rojas-Osorio and Alvarez-Risco Citation2019 indicates that the use of mobile applications and other variables influences behavioral intention to use or to continue using certain technology systems. The results of an investigation by E. Y. Lee et al. Citation2017 showed that perceived ease of use, and perceived usefulness influence customers’ attitude toward the usage of mobile apps when ordering foods online. In their research, Phuong and Vinh Citation2017 found that the ease of use of mobile applications affects the intention to use the technology. This means that the higher the level of confidence users have in an application, if the system improves their work performance, the higher their commitment will be to continue using it. According to the decision above the following hypothesis is generated H2. Mobile app usefulness impacts attitude toward online food vlogger reviews CredibilityCredibility is a term that refers to an individual’s assessment of the truthfulness of a piece of information. It is a multidimensional concept that enables the information receiver to evaluate the source or transmitter of the communication in connection to the information. This rating reflects the receiver’s willingness to assign truth and substance to the information. Apart from knowledge and trustworthiness, the factor credibility has been contested in literature that improves intrentions toward purchasing a product. Hsu and Tsou Citation2011 claim that credibility is a critical factor of consumer blog participation and has a beneficial effect on purchasing intentions. The credibility of a source has long been regarded to have the ability to affect a person’s behavior in order to boost the trustworthiness and accuracy of a message or piece of information delivered to a consumer, particularly for new food and beverage services. Thus, the food vlogger’s ability to explain authentic flavors, the excellence of food and beverages accessible in street food, and to do so through honest and objective evaluations aims to preserve the subscribers’ trust and H3. Credibility impacts attitude toward online food vlogger reviews Attitude toward online food vlogger reviewsAttitude describes individual feelings in general about approval or disapproval of a certain behavior, and intention describes a person’s willingness to perform certain behaviors. Expectancy value theory defines attitude as the way a person holds strong beliefs and assesses behavioral outcomes. This is because attitudes causally link beliefs and behaviors in the relationship among belief, attitude, intention, and behavior, with the understanding of the TAM to explain how and predict whether users will accept information systems Abbasi et al., Citation2020. Meanwhile, Cuauhtemoc and Ivonne M Citation2015 define attitudes towards advertising on social networks as the tendency to respond in favor of or negatively to advertising content on social networking platforms. This can take the form of banner and sponsored advertising, pages that display products, text messages, targeted polls, or incentives. In determining tourism destinations, previous travel experiences and attitudes towards visiting a destination are strong indicators of interest and choice that ultimately lead to a decision Jalilvand et al., Citation2012 . The study of Briliana et al. Citation2020 shows that Millennial attitudes are often influenced by food vlogger reviews. It is very important for them to have local street food recommendations to follow, as they are unfamiliar with the quality beforehand. Therefore H4. Attitude toward online food vlogger reviews impacts intention to use food vlogger reviews for purchase decisions significantly. The research model is illustrated in Figure online marketing of Indonesian street food in JakartaPublished online06 November 2021Figure 1. Conceptual modelFigure 1. Conceptual model3. MethodsThe study used a quantitative method to collect and analyze the data. Data were collected from randomly distributed surveys in different parts of Jakarta, Indonesia. Smart PLS software has been utilized as a tool for analyzing the data. Path analysis has been used to measure correlations among latent variables in the proposed model. The sample size of the study was 405. The respondents of the study were consumers of local Indonesian street food in Jakarta, Indonesia. The study was conducted in September—October 2020 through online surveys, which was appropriate considering the vlogging context. Screening questions ensured that the respondents who satisfied the criteria were Millennials who use YouTube; consumers who regularly access food vlogger reviews of local Indonesian street food; subscribers to Nex Carlos, Boengkoes or Street Food Village in particular; food vloggers who often review traditional street food; and consumers who regularly buy local Indonesian street food, especially on the recommendations of a food vlogger and during the COVID-19 situation. A seven-point Likert scale formed the basis of the questionnaire that was used to collect data for each construct of the research model Khazaei & Tareq, Citation2021. The measurement scale items used had been validated in previous studies by Alhassan et al., Citation2019; Jalilvand et al., Citation2012; Keng-Chieh et al., Citation2017; Ram et al., Citation2016; Rojas-Osorio & Alvarez-Risco, Citation2019. shows the measurement items of the online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 1. Measurement items of the study The study used Smart PLS software as a tool for analyzing the data. PLS facilitated the researchers’ ability to initiate the synchronous calculation of intricate interrelationships in associating multiple numbers of constructs and indicators that possess direct, indirect or mediating relationships. PLS measures correlations among latent variables by outlining the parameters for the equations in the path model and merging prime component analysis Hair et al., Citation2017. The corresponding information below provides the outcomes of the outer model, convergent validity and composite et al. Citation2017 defined two methods for estimating SEM parameters covariance-based estimation the most widely used being LISREL and variance-based estimation the most popular being PLS. They characterized SEM as a second-generation methodology that should be used when the limitations of other commonly used methods regression-based methods have been reached, when there are several independent and dependent covariance-based techniques attempt to duplicate the empirical covariance matrix, Bentler and Huang Citation2014 note that PLS strives to maximize the variance explained by the dependent variables. Three components comprise the PLS model structural elements, measurement elements, and weight connections Bentler & Huang, Citation2014. While the structural component illustrates the relationships between hidden variables, the measurement component illustrates the relationship between hidden variables and their indicators Bentler & Huang, Citation2014.Through distinct ordinary least squares regressions, the approach calculates the partial regression relationships in the size and structural models. Hair et al. Citation2017 demonstrate how PLS-SEM produces substantial findings when the methodologies used are accurate, regardless of whether the data come from a standard or composite model PLS-SEM can be utilized with smaller samples, however the sample size must take into account the population’s needs Bentler & Huang, Citation2014. If all other variables remain constant, the greater the heterogeneity, the larger the sample size required to attain a level of sampling error that is tolerable Bentler & Huang, Citation2014. Without adhering to the fundamental methodologies outlined by Hair et al. Citation2017, dubious results are generated. Researchers should conduct power studies to determine the hypothesis’s model structure, expected significant value, and effect magnitude. Alternatively, Hair et al. Citation2017 demonstrated how to accurately determine the sample size required for various measurement and structural modeling the researchers choose PLS-SEM to test a theoretical framework from a prediction standpoint when a complex structural model consists of multiple buildings, indicators, and/or model relationships and the research objective is to gain a better understanding of the increasing complexity of established theories through the examination of theoretical extensions exploratory analysis for theory development.4. Analysis and RespondentsMost of the respondents 55% were 21 to 23 years old. Approximately were working students, while 75% consumed street food in groups with friends. Most of them have been YouTube members for at least six years. They also routinely posted information about their experiences of Indonesian street food cuisine on social Measurement and analysisThe consistency and validity of measures were investigated again in this study. The result of Composite Reliability CR, Convergent Validity, Average Variance Extracted AVE and Discriminant Validity tests are shown in . As suggested by Hair et al. Citation2017, the Composite Reliability values are all more than which indicates an acceptable consistency among the measurement online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 2. Reliability, convergence, and discriminant validity also shows that the associations among different variables in the model are not more than as suggested by Kline and Rex Citation2010. Moreover, the absolute association for each variable is less than the squared root of the average variances AVEs. This demonstrates the acceptable discriminant validity among those constructs Hair et al., 2010.To detect common method bias CMB in PLS-SEM, a complete collinearity evaluation methodology is applied Kock, Citation2017. Values for VIF should be less than Kock, Citation2017. This suggests that the model is immune to the technique bias associated with most models. If the value is greater than the model is susceptible to CMB. While a tolerance level of is recommended, the more stringent threshold of is often used Kock, Citation2017. As shown in , the inner VIF values are less than 5, there is a high degree of collinearity between the indicators in the formative measurement model Kock, Citation2017.The online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 3. Inner VIF values The online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 4. Test of R square The adjusted R-squared score for IT confidence interval bias corrected enables an understanding of the amount of variance explained by employability and independent factors Hair et al., 2014. The resulting model enhanced predictability and R2 values. The R-squared coefficient of determination, also known as the coefficient of determination, is the proportion of variance percentage in the dependent variable that the independent variable can explain. Thus, as a rule of thumb for assessing the strength of a link based on its R-squared value make all values positive by using the absolute value of the R-squared number. The R-squared value for IT is shown to have a moderate effect size, whereas R-squared value for AT is showed to have a significant impact size Moore et al., Citation2013. shows the test of online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 5. Test of f square The results of path analysis are illustrated in . The results show significant positive influence of Authenticity on Attitude β = P < Mobile app Usefulness on Attitude β = P < Credibility on Attitude β = P < and Attitude on Intention to use food vlogger reviews for purchase decisions β = P < online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 6. Hypotheses testing results This indicates that attitude significantly mediated the relationship between Authenticity, Credibility, Mobile app Usefulness and Intention to use food vlogger reviews for purchase decisions. Figure 2 illustrates the structural model of the online marketing of Indonesian street food in JakartaPublished online06 November 2021Figure 2. Structural equation modelFigure 2. Structural equation model5. DiscussionThe high penetration of mobile devices into society is followed by a transformation in behavior that puts all important matters on mobile devices. Changes in behavior due to changes in media have meant that society can access various sources of information quickly. As a result of the accumulation of abundant information with limited diversity, attitudes towards something good or bad are quickly to J. Lee et al. Citation2008 identified that the reviews made by consumers will have an impact on increasing information on reviews, especially online reviews have a broad reach because they can reach more people who have the same interests. In fact, according to the results of research from Petty et al. Citation1983 The more objective reviews are informed, the more effective the message is conveyed to others. As a result, the public does not prioritize information from the production authority but relies on peer-to-peer networks social media that have the same interests and needs, preferring the YouTube platform specifically for food vlogger content. Consistent with previous research, there are positive findings of the use of mobile devices while seeking information from online food vlogger reviews Jalilvand et al., Citation2012; Keng-Chieh et al., Citation2017; Ram et al., Citation2016; Rojas-Osorio & Alvarez-Risco, Citation2019. The effectiveness of using mobile devices such as smartphones is due to the YouTube platform, especially food vlogger content. Consistent with the results of a study by Luoma-aho et al. Citation2019 this study recommends that to fulfill the desire to experience authentic experiences, with the interaction between the food vloggers and their audience in the comment affects the consumers’ values and attitudes towards the product being reviewed. This is in line with another investigation by Hsu and Tsou Citation2011. They argue that credibility is a significant determinant that facilitates consumers’ blog involvement and positively influences purchasing intentions. The credibility characteristic of a source has long been believed to be able to influence a person’s behavior to increase the trustworthiness and accuracy of a message or information to be conveyed to a consumer, especially for food and beverage services that have not been tried before. Therefore, the skill of the food vlogger to describe authentic tastes, the superiority of food and beverages available in street food, through honest and objective evaluations aim at maintaining the trust and loyalty of the subscribers. This might be because COVID-19 has fundamentally altered the food industry regulations. This new paradigm entails greater sensitivity and more innovative tactics to meet client demands and desires. The situation is even more serious and precarious for food street vendors. They may find this period more challenging as a result of the transparency involved in meal preparation. This is a difficult period for the entire sector, from upscale restaurants to the modest street seller with a stand on the corner of the the impact of too much available information makes people prefer information that is packaged in the form of entertainment, narrative, fantasy, or drama, but when packaging commercial information as entertainment, logic and facts must still be considered. The combination of changing population demographics, intensive use of micro-electronics, and deteriorating environmental conditions, encourage new consumer behavior such as always being connected to the internet. Online consumers increasingly base their transactions online so that conventional market segmentation is no longer relevant. So, it is time for street hawkers to start relying on social media for promotion. This is because when consumers are constantly connected and chatting, decisions are often based on recommendations from other consumers online. As the ease with which consumers can obtain information improves, they engage in more long-term thinking and more direct decision-making by considering the long-term implications of their choices. The challenge for these small businesses is that it is easier for consumers to move from one brand or service to another because they can easily compare prices and benefits digitally. Moreover, during the pandemic, consumers have been increasingly associating their purchasing decisions with the health aspects. In addition, consumers are increasingly considering environmental aspects in their purchasing decisions and using cashless payment systems as recommended by the government in relation to the procedures to reduce cash transactions during the Covid-19 crisis. Nowadays, it is common for people to use their mobile devices for shopping, transportation, finance, health, creativity, security, documentation, seeking information and meet related needs. Kapoor and Vij Citation2018 also argued that the usefulness of mobile applications influences and even alters food purchasing ConclusionIndonesia’s stalls and street food are a significant segment of the foodservice industry, supplying meals primarily to low- to middle-income clients. Due to the pandemic, these merchants’ sales have decreased dramatically. Numerous street food vendors have been forced to temporarily close their businesses, which were frequently their sole source of income. The purpose of this study was to examine and analyze the purchasing behavior of Indonesian local street food consumers using the technology acceptance model TAM, as well as the effect of mobile app usefulness, authenticity, and credibility, as well as Millennial attitudes toward online food vlogger reviews, during the pandemic. The study collected and analyzed data quantitatively. Smart PLS software was used to analyze the data. Correlations between latent variables are determined. The study’s findings indicated that there are some favorable findings of the utilization of mobile devices to gather information from online food vlogger evaluations. The effectiveness of mobile devices such as smartphones is owed to the YouTube platform, particularly food vlogger material. It might be a recommendation to satisfy the craving for authentic experiences, complete with the interaction between food vloggers and their audience via the comment section. Credibility has an effect on the consumers’ values and attitudes regarding the rated goods. The credibility of a source has long been regarded to have the ability to affect a person’s behavior to boost the trustworthiness and accuracy of a message or piece of information delivered to a consumer, particularly for new food and beverage services. This study contributed to the field of consumer behavior in the street food context. By the time the study was conducted, it was a gap in linking vlogger’s reviews to the purchasing intention of Indonesian street food, specifically during the Covid-19 pandemic. Future research needs to examine other variables that may affect attitudes and purchase decisions about street food such as subjective norms, halal food, etc. The sample also needs to be expanded. Additional research should be conducted to examine additional variables that could influence attitudes and purchasing decisions concerning street food, such as subjective norms, halal food, and so on. Additionally, the sample size should be Implications for theory and practiceThis research has practical implications such as identifying new phenomena in exchanging information, experiences and ideas among young people. They actively have an interest in street food, share opinions, or information with online users. Consequently, small businesses should maximize their presence as an intermediary for communication about the food and beverage products they offer and the experience of enjoying traditional streetThe outcomes of this study have some important implications for businesses that are looking for promoting their products, especially the foods industry. Mobile app usefulness, bloggers’ authenticity and credibility have been found that significantly affecting vlog users’ attitude and intention to purchase street foods in Indonesia. Therefore, bloggers’ recommendations appear to be an encouraging marketing approach for growing sales. Marketers can urge authentic or well-known vloggers to suggest products such as street foods to their viewers. That will influence customers’ attitudes and motivate them to buy. Moreover, the other user’s recommendations also facilitate purchasing decisions. It is therefore recommended that vlogger’s views about street foods, be discovered in mobile applications. Moreover, the respective marketing strategies seem to be different about vloggers’ credibility. For a well-known and authentic vlogger, the influence on viewers’ attitudes is higher. These outcomes suggest that street food sellers can provide trial foods for the vloggers who are able to encourage others to shop their food online through a trusted mobile the results of this investigation will be useful for vloggers, sellers and investors to help the street food market to survive during the pandemic and due to behavior changes during the lockdowns, shoppers must consider safer purchase behaviors such as the online ordering of street food Limitations and scope for further researchThe recent study is a concerted attempt to show restaurants and food suppliers the way forward. The study’s primary restriction was that it was conducted during Indonesia’s lockdown time. During that point, access to the participants was extremely difficult. Now that the country is in partial lockdown, the same exercise might be repeated to ascertain the modifications made by restaurants in their operations in the new a quantitative survey method; questionnaires were used to collect all data from respondents, and because of the covid-19 epidemic, all questionnaires were given virtually to all respondents. Additionally, future qualitative research might be conducted to go deeper into the new research was conducted only with respondents who subscribe to Indonesian food vloggers located in Greater Jakarta, Indonesia. Future research needs to examine other variables that may affect attitudes and purchase decisions about street food such as subjective norms, halal food, etc. The sample also needs to be expanded. Denganpenerapan digital marketing pelaku UMKM dapat membangun branding, membangun hubungan baik dengan pelanggan, dan menjangkau pasar yang lebih luas serta terukur. Setelah itu, pilih dan fokus pada market yang spesifik. Mulai dari segmentasi, interest, demografi dan behavior target sasaran. Sumber trafik, dari mana informasi toko online kamu Pemasaran digital secara sederhana dapat didefinisikan oleh Chaffey dan Ellis-Chadwick 2019 dan Piñeiro-Otero dan Martínez-Rolán 2016 sebagai upaya mencapai tujuan pemasaran melalui penerapan teknologi dan media digital. Kotler, Kartajaya, Setiawan 2017 dan menyatakan bahwa peran terpenting pemasaran digital adalah untuk mendorong tindakan dan advokasi serta hasil, sedangkan pemasaran tradisional fokusnya adalah memulai interaksi pelanggan. Laudon dan Trave 2021, Maingret 2021, Miles 2021, Turban, Whiteside, King, Outland. 2017, Strauss dan Frost 2014, Taken 2012, menjelaskan bahwa e-marketing, internet marketing atau yang biasa dikenal dengan digital marketing merupakan inti dari sebuah e-business, dimana perusahaan semakin dekat dengan pelanggan dan memahami mereka dengan lebih baik, menambah nilai suatu produk, memperluas jaringan distribusi dan juga meningkatkan angka penjualan dengan melakukan kegiatan e-marketing berbasis media digital seperti search engine marketing, online advertising dan affiliate marketing. Discover the world's research25+ million members160+ million publication billion citationsJoin for free BOOK CHAPTER BISNIS DIGITAL UU No 28 tahun 2014 tentang Hak Cipta Fungsi dan sifat hak cipta Pasal 4 Hak Cipta sebagaimana dimaksud dalam Pasal 3 huruf a merupakan hak eksklusif yang terdiri atas hak moral dan hak ekonomi. Pembatasan Pelindungan Pasal 26 Ketentuan sebagaimana dimaksud dalam Pasal 23, Pasal 24, dan Pasal 25 tidak berlaku terhadap i Penggunaan kutipan singkat Ciptaan dan/atau produk Hak Terkait untuk pelaporan peristiwa aktual yang ditujukan hanya untuk keperluan penyediaan informasi aktual; ii Penggandaan Ciptaan dan/atau produk Hak Terkait hanya untuk kepentingan penelitian ilmu pengetahuan; iii Penggandaan Ciptaan dan/atau produk Hak Terkait hanya untuk keperluan pengajaran, kecuali pertunjukan dan Fonogram yang telah dilakukan Pengumuman sebagai bahan ajar; dan iv Penggunaan untuk kepentingan pendidikan dan pengembangan ilmu pengetahuan yang memungkinkan suatu Ciptaan dan/atau produk Hak Terkait dapat digunakan tanpa izin Pelaku Pertunjukan, Produser Fonogram, atau Lembaga Penyiaran. Sanksi Pelanggaran Pasal 113 1. Setiap Orang yang dengan tanpa hak melakukan pelanggaran hak ekonomi sebagaimana dimaksud dalam Pasal 9 ayat 1 huruf i untuk Penggunaan Secara Komersial dipidana dengan pidana penjara paling lama 1 satu tahun dan/atau pidana denda paling banyak seratus juta rupiah. 2. Setiap Orang yang dengan tanpa hak dan/atau tanpa izin Pencipta atau pemegang Hak Cipta melakukan pelanggaran hak ekonomi Pencipta sebagaimana dimaksud dalam Pasal 9 ayat 1 huruf c, huruf d, huruf f, dan/atau huruf h untuk Penggunaan Secara Komersial dipidana dengan pidana penjara paling lama 3 tiga tahun dan/atau pidana denda paling banyak lima ratus juta rupiah. BISNIS DIGITAL Rosdiana Sijabat, Dr. Syamsuri, Ratih Pratiwi, Dr. Amruddin, Dr. Hasan, Umar Chadhiq, Muhammad Ricza Irhamni, Andi Hartati, Dr. Cand Aditya Wardhana, Acai Sudirman, Mochammad Faizal, ACPro, CSCU, ISM, MOS Andi Tri Haryono, Editor Harini Fajar Ningrum, Penerbit CV. MEDIA SAINS INDONESIA Melong Asih Regency B40 - Cijerah Kota Bandung - Jawa Barat Anggota IKAPI No. 370/JBA/2020 BISNIS DIGITAL Rosdiana Sijabat, Dr. Syamsuri, Ratih Pratiwi, Dr. Amruddin, Dr. Hasan, Umar Chadhiq, Muhammad Ricza Irhamni, Andi Hartati, Dr. Cand Aditya Wardhana, Acai Sudirman, Mochammad Faizal, ACPro, CSCU, ISM, MOS Andi Tri Haryono, Editor Harini Fajar Ningrum, Tata Letak Mega Restiana Zendrato Desain Cover Syahrul Nugraha Ukuran A5 Unesco 15,5 x 23 cm Halaman vi, 232 ISBN 978-623-362-397-1 Terbit Pada Februari 2022 Hak Cipta 2022 Media Sains Indonesia dan Penulis Hak cipta dilindungi Undang-Undang. Dilarang keras menerjemahkan, memfotokopi, atau memperbanyak sebagian atau seluruh isi buku ini tanpa izin tertulis dari Penerbit atau Penulis. PENERBIT MEDIA SAINS INDONESIA CV. MEDIA SAINS INDONESIA Melong Asih Regency B40 - Cijerah Kota Bandung - Jawa Barat i KATA PENGANTAR Puji syukur kehadirat Tuhan YME, karena atas limpahan ramah dan karunia-Nya, sehingga buku ini selesai disusun dan berhasil diterbitkan. Kehadiran Buku Bisnis Digital ini disusun oleh para akademisi dan praktisi dalam bentuk buku kolaborasi. Walaupun masih jauh dari kesempurnaan, tetapi kami mengharapkan buku ini dapat menjadi referensi atau bahan bacaan dalam menambah khasanah keilmuan khususnya mengenai ilmu Bisnis Digital. Sistematika penulisan buku ini diuraikan dalam duabelas bab yang memuat tentang Revolusi Industri Bisnis di Era Revolusi Industri Inovasi Bisnis, Sumber Daya Manusia dalam Bisnis, Mengelola Keuangan Bisnis, Etika dan Tanggungjawab Sosial dalam Bisnis, Kecerdasan Buatan dalam Bisnis, Tantangan dan Peluang Bisnis Digital Era Industri Strategi Digital Marketing, E-Commerce, Search Engine Optimization, serta bab terakhir yaitu mengenai Search Engine Marketing dan Tantangan Ekonomi Digital Indonesia. Ucapan terima kasih yang tak terhingga kepada seluruh pihak yang telah memberikan kontribusi dalam seluruh rangkaian penyusunan sampai penerbitan buku ini. Secara khusus, terima kasih kepada Media Sains Indonesia sebagai inisiator book chapter ini. Buku ini tentunya masih banyak kekurangan dan keterbatasan, saran dari pembaca sekalian sangat berarti demi perbaikan karya selanjutnya. Akhir kata, semoga buku ini bermanfaat bagi para pembaca. Januari, 2022 Editor iii DAFTAR ISI KATA PENGANTAR ........................................................ i DAFTAR ISI ................................................................. iii 1 REVOLUSI INDUSTRI ...................................... 1 Pengantar ............................................................. 1 Definisi dan Manfaat Industri ......................... 5 Komponen Industri ........................................ 8 Penerapan Industri pada Bidang Bisnis ........... 9 Tantangan dan Kebijakan Industri 14 Penutup ............................................................. 19 2 BISNIS DI ERA INDUSTRI ............................. 27 Industri Sebuah Era Baru ............................ 27 Tantangan dan Peluang di Era Industri Bagi Bisnis ......................................................... 28 Dampak Adanya Era Industri Terhadap Bisnis.................................................. 31 Faktor Transformasi Digital Elemen Industri dalam Mengatur Bisnis ...... 36 3 INOVASI BISNIS ................................................. 47 Inovasi – Definisi dan Konsep .............................. 47 Tujuan Inovasi .................................................... 50 Mengapa Inovasi Begitu Penting? ........................ 51 Pola Pikir yang Tepat untuk Inovasi ..................... 51 Berbagai Jenis Inovasi ........................................ 52 Mengelola Incremental Innovation dan Disruptive Innovation .................................... 57 Indikator Inovasi ................................................. 59 iv Innovation Circle ................................................. 60 Manfaat dan Sisi Negatif Inovasi Bisnis ............... 62 Bagaimana Membangun Budaya Inovasi ............. 62 4 SUMBER DAYA MANUSIA DALAM BISNIS ........... 69 Manusia dan Bisnis ............................................ 69 Urgensi Sumber Daya Manusia ........................... 70 Petani Penggerak Agribisnis ................................ 75 Karyawan dalam Perusahaan .............................. 78 5 MENGELOLA KEUANGAN BISNIS ....................... 85 Manajemen Keuangan Korporasi, Digitalisasi, dan Globalisasi Bisnis ...................... 85 Nilai Perusahaan ................................................ 89 Kinerja Keuangan ............................................... 93 Modal Ventura .................................................... 96 6 ETIKA DAN TANGGUNG JAWAB SOSIAL DALAM BISNIS ................................................. 103 Pendahuluan .................................................... 103 Relasi Bisnis, Perusahaan dan Masyarakat ........ 105 Pentingnya Etika dalam Berbisnis ..................... 109 Bisnis Memerlukan Etika .................................. 110 Prinsip Etika Bisnis .......................................... 111 Pentingnya Tanggung Jawab Sosial dalam Bisnis .................................................... 113 Prinsip-Prinsip Tanggung Jawab Sosial ............. 115 Aspek Regulasi Tanggung Jawab Sosial Perusahaan ...................................................... 116 Penutup ........................................................... 119 v 7 KECERDASAN BUATAN DALAM BISNIS ........... 123 Keadaan Kecerdasan Buatan dalam Bisnis ........ 123 Bagaimana Perubahan Cara Kerja Akibat Adanya Kecerdasan Buatan? .................. 126 Kecerdasan Kolaboratif Perpaduan Antara Kecerdasan Buatan dan Kecerdasan Manusia .... 129 Bagaimana Kecerdasan Buatan Mengubah Strategi? .......................................... 133 Masa Depan Sebuah Kecerdasan Buatan Hanya Membutuhkan Sedikit Data Tidak Perlu Lebih .. 136 8 TANTANGAN DAN PELUANG BISNIS DIGITAL ERA INDUSTRI ........................................... 141 Pendahuluan .................................................... 141 Marketing ................................................... 143 Tantangan Bisnis Digital ................................... 144 Peluang Bisnis Digital ....................................... 148 9 STRATEGI DIGITAL MARKETING........................ 157 Pengertian Digital Marketing .............................. 157 Pengertian Strategi Digital Marketing ................. 158 Metode Analisis Digital Marketing ...................... 161 Jenis-jenis Strategi Digital Marketing ................. 163 Optimalisasi Strategi Digital Marketing............... 165 10 E-COMMERCE ................................................... 175 Pendahuluan .................................................... 175 Perkembangan E-Commerce di Indonesia ........... 177 Komponen Bisnis E-Commerce .......................... 180 vi Mekanisme Pembayaran E-Commerce ................ 183 Metode Pembayaran E-Commerce ...................... 186 Keamanan Sistem E-Commerce .......................... 187 11 SEARCH ENGINE OPTIMIZATION........................ 193 Pendahuluan .................................................... 193 Riset Kata Kunci yang Tepat ............................. 196 On-Page SEO .................................................... 199 Off-Page SEO .................................................... 202 Mendaftarkan Website ke Search Engine ............ 203 Evaluasi ........................................................... 204 Penutup ........................................................... 207 12 SEARCH ENGINE MARKETING DAN TANTANGAN EKONOMI DIGITAL INDONESIA ... 211 Ekonomi Digital di tengah Krisis Pandemi Covid 19 ............................................. 211 Search Engine Marketing ................................... 213 Manfaat Penggunaan Search Engine Marketing SEM ......................... 215 Karakteristik dan Cara Kerja SEM ..................... 218 Manfaat SEM untuk Pengemangan Bisnis ......... 225 Kelebihan Penggunaan Strategi Search Engine Marketing SEM ......................... 226 Kekurangan Penggunaan SEM .......................... 228 157 9 STRATEGI DIGITAL MARKETING Dr. Cand Aditya Wardhana, Universitas Telkom Pengertian Digital Marketing Pemasaran digital secara sederhana dapat didefinisikan oleh Chaffey dan Ellis-Chadwick 2019 dan Piñeiro-Otero dan Martínez-Rolán 2016 sebagai upaya mencapai tujuan pemasaran melalui penerapan teknologi dan media digital. Kotler, Kartajaya, Setiawan 2017 dan menyatakan bahwa peran terpenting pemasaran digital adalah untuk mendorong tindakan dan advokasi serta hasil, sedangkan pemasaran tradisional fokusnya adalah memulai interaksi pelanggan. Laudon dan Trave 2021, Maingret 2021, Miles 2021, Turban, Whiteside, King, Outland. 2017, Strauss dan Frost 2014, Taken 2012, menjelaskan bahwa e-marketing, internet marketing atau yang biasa dikenal dengan digital marketing merupakan inti dari sebuah e-business, dimana perusahaan semakin dekat dengan pelanggan dan memahami mereka dengan lebih baik, menambah nilai suatu produk, memperluas jaringan distribusi dan juga meningkatkan angka penjualan dengan melakukan kegiatan e-marketing berbasis media digital seperti search engine marketing, online advertising dan affiliate marketing. Porter 2001 menyatakan bahwa pentingnya internet untuk strategi bisnis modern bukanlah apakah akan menerapkan teknologi internet, namun perusahaan tidak punya STRATEGI DIGITAL MARKETING 158 pilihan jika mereka ingin tetap kompetitif dengan menerapkannya. Perkembangan teknologi digital memungkinkan pelaku usaha untuk memasarkan produknya secara online dan juga melakukan transaksi melalui sistem pembayaran online e-payment. Perkembangan teknologi digital telah mengubah pemasaran UMKM yang semula dilakukan secara konvensional menjadi secara digital dengan memanfaatkan pemanfaatan media sosial dan pemanfaatan website dalam memasarkan produknya. Penggunaan media digital menjadi pilihan yang tepat bagi para pengusaha untuk mengembangkan bisnisnya. Kemudahan akses internet, keuntungan yang diperoleh menjadi lebih besar, biaya yang dibutuhkan menjadi lebih murah, dan jangkauan pasar yang lebih luas, menjadi alasan utama para pengusaha untuk memilih media digital sebagai solusi yang tepat dalam memasarkan produk dan layanannya Amalia, Widyakto, Prapti, 2021; Rizaldi dan Hidayat, 2020; Widiastuti dan Surendra, 2020; Soegoto dan Utomo, 2019; Febriyantoro dan Arisandi, 2018; Wardhana, 2015; Chaffey dan Patron, 2012. Pengertian Strategi Digital Marketing Amalia, Widyakto, Prapti 2021, Rizaldi, Margareta, Simehate, Hikmah, Albar, Rafdhi 2021, Chaffey dan Ellis-Chadwick 2019 menyatakan bahwa strategi digital marketing diperlukan untuk memberikan arahan yang konsisten untuk aktivitas pemasaran online organisasi sehingga aktivitas tersebut berintegrasi dengan aktivitas pemasaran lainnya dan mendukung tujuan bisnis secara keseluruhan. Chaffey 2020, Patrutiu-Baltes 2016. menyatakan bahwa strategi pemasaran digital memiliki banyak kesamaan dengan tujuan tipikal strategi pemasaran tradisional. Strategi digital marketing akan STRATEGI DIGITAL MARKETING 159 Sponder dan Khan, 2021; Chaffey dan Ellis-Chadwick, 2019 1. memberikan arah masa depan untuk kegiatan pemasaran digital 2. melibatkan analisis lingkungan eksternal organisasi, sumber daya internal dan kemampuan untuk menginformasikan strategi 3. menentukan tujuan pemasaran digital yang mendukung tujuan pemasaran 4. melibatkan pemilihan alternatif strategis untuk mencapai tujuan pemasaran digital dan menciptakan keunggulan kompetitif diferensial yang berkelanjutan termasuk perumusan strategi untuk mengatasi pilihan strategi pemasaran yang khas seperti pasar sasaran, penentuan posisi dan spesifikasi bauran pemasaran 5. membantu mengidentifikasi strategi mana yang bukan untuk dikejar dan taktik pemasaran mana yang tidak cocok untuk diterapkan 6. menentukan bagaimana sumber daya akan digunakan dan bagaimana organisasi akan disusun untuk mencapai strategi. Digital marketing merupakan strategi yang cukup potensial di Indonesia dalam menghadapi persaingan revolusi industri hal ini dikarenakan Indonesia berada pada posisi pertama pertumbuhan digital marketing mencapai 26%, yang kemudian disusul oleh India 20% di urutan kedua. posisi, kemudian Rusia, Thailand dan Meksiko. Pesatnya perkembangan digital marketing di Indonesia disebabkan oleh peningkatan populasi pengguna internet yang telah mencapai 265,4 juta orang atau melebihi hampir seluruh penduduk Indonesia Widiastuti dan Surendra, 2020. STRATEGI DIGITAL MARKETING 160 Perkembangan fitur periklanan di media sosial dan gaya belanja online juga menjadi faktor utama dalam meningkatkan bisnis berbasis digital Teachfor, 2019; Soegoto dan Utomo, 2019. Porter 2001 mengemukakan bahwa internet dan era digital telah meningkatkan pentingnya strategi dan mendorong bisnis untuk berhati-hati dan fokus ketika mengembangkan strategi mereka. Pertumbuhan penggunaan media digital dan teknologi digital akan membuat lebih sulit dalam menciptakan dan mempertahankan keunggulan kompetitif. Porter 2001 menyatakan enam prinsip yang dapat membantu mempertahankan posisi strategis yang khas yaitu 1. Mulailah dengan tujuan yang tepat yang didasarkan pada nilai ekonomi riil. 2. Tentukan proposisi nilai yang unik, namun yang penting adalah dapat disampaikan. 3. Lakukan sesuatu secara berbeda dengan membuat rantai nilai yang khas. 4. Bersiaplah untuk membuat pertukaran dan menyesuaikan aktivitas perusahaan untuk mengungguli pesaing. 5. Membuat terobosan baru yang dilakukan oleh perusahaan di mana pun berada dengan memanfaatkan sumber daya yang tersedia. 6. Mendirikan kontinuitas. 7. Keputusan perencanaan mengikuti posisi khusus yang ditetapkan oleh tujuan awal. STRATEGI DIGITAL MARKETING 161 Metode Analisis Digital Marketing SOSTAC Situation analysis, Objectives, Strategy, Tactics, Actions, and Control yang digagas oleh Smith merupakan salah satu metode analisis dalam digital marketing yang digunakan dalam perancangan sistem digital marketing. Sponder dan Khan, 2021; Amalia, Widyakto, Prapti, 2021; Chaffy dan Ellis-Chadwick, 2019; Chaffey dan Smith, 2008 menjelaskan arti dari setiap tahapan sebagai berikut 1. Situation Analysis. Tahap pertama dalam menerapkan kerangka rencana digital marketing adalah menganalisis situasi yang merefleksikan tentang faktor-faktor yang mempengaruhi organisasi baik internal maupun eksternal. Analisis situasi mencakup analisis konsumen, SWOT khusus internet, aspek lingkungan mikro seperti pelanggan, pesaing, dan saluran digital, dan aspek lingkungan makro. 2. Objectives. Tahap kedua dalam menerapkan kerangka rencana digital marketing adalah perusahaan memfokuskan pada tujuan dengan 5S Sell, Serve, Sizzle, Speak, Save yang ingin dicapai melalui strategi yang akan dirumuskan yang mencakup visi untuk saluran digital, dan tujuan numerik yang spesifik untuk saluran digital seperti proyeksi volume penjualan dan penghematan biaya. 3. Strategy. Tahap ketiga dalam menerapkan kerangka rencana digital marketing adalah menetapkan strategi yang merupakan cara perusahaan untuk mencapai tujuan yang telah ditetapkan yang meliputi segmenting, targeting, positioning STP, pengembangan proposisi termasuk elemen bauran pemasaran, dan customer relationship management CRM. STRATEGI DIGITAL MARKETING 162 4. Tactics. Tahap keempat dalam menerapkan kerangka rencana digital marketing adalah menetapkan taktik yang merupakan turunan rinci dari strategi. Taktik mencakup alat khusus yang digunakan untuk mencapai tujuan pemasaran digital. Untuk mencapai tujuan ini, perusahaan dapat menggunakan Bauran Pemasaran 4P maupun 7P yang berfokus pada atribut utama yaitu Product, Price, Place, Promotion, People, Process, dan Physical Evidence, customer relationship management CRM, pengalaman pelanggan customer experience, dan komunikasi digital. 5. Actions. Tahap kelima dalam menerapkan kerangka rencana digital marketing adalah perusahaan mewujudkan rencana dalam bentuk tindakan yang terukur yang mengacu pada rencana tindakan, manajemen perubahan, keterampilan manajemen proyek, dan modifikasi peran dan struktur organisasi. 6. Control. Tahap keenam dalam menerapkan kerangka rencana digital marketing adalah perusahaan memantau dan mengukur kinerja pada setiap tahapan pertama hingga kelima. Kontrol melihat penggunaan informasi manajemen termasuk analisis dan pelacakan web untuk menilai apakah tujuan strategis dan taktis tercapai dan bagaimana perbaikan dapat dilakukan untuk meningkatkan kinerja. STRATEGI DIGITAL MARKETING 163 Gambar SOSTAC Kerangka Strategi Digital Marketing Sumber Chaffey dan Smith 2012 Jenis-jenis Strategi Digital Marketing Chaffy dan Ellis-Chadwick 2019 menyatakan berbagai jenis strategi digital marketing sebagaimana diuraikan sebagai berikut STRATEGI DIGITAL MARKETING 164 Tabel Jenis-jenis Strategi Digital Marketing Strategi Digital Marketing Proposisi pelanggan baru produk dan harga Fitur situs baru atau komunikasi online lainnya yang terkait langsung dengan penawaran produk atau layanan baru yang akan menghasilkan pendapatan Bank memperkenalkan produk baru yang membutuhkan kuotasi berbeda Penerbit memperkenalkan layanan perbandingan harga Akuisisi pelanggan atau pemasaran strategis Proyek strategis yang dirancang untuk meningkatkan kemampuan dan memberikan teknik pemasaran online yang berbeda yang bertujuan untuk menarik pelanggan baru Pemasaran konten Pengoptimalan mesin telusur SEO Bayar per klik PPC Pemasaran afiliasi Agregator Konversi pelanggan dan strategi pengalaman pelanggan Investasi dalam fitur pelanggan baru yang dirancang untuk melibatkan audiens dan meningkatkan rasio konversi dan nilai rata-rata pesanan Fungsionalitas baru, misalnya toko online baru; special fungsionalitas, misalnya pemeriksaan stok Strategi yang bertujuan untuk meningkatkan pengalaman merek pelanggan Terapkan toko online Pembayaran yang aman Perkenalkan ulasan dan penilaian pelanggan Kemampuan merchandising untuk menawarkan promosi yang disesuaikan Alat interaktif untuk membantu pemilihan produk Panduan pembeli Pengembangan pelanggan dan strategi pertumbuhan Investasi untuk meningkatkan pengalaman dan penyampaian penawaran produk dan layanan kepada pelanggan yang sudah ada Rekomendasi produk dan layanan untuk yang sudah ada bagi pelanggan secara personal Strategi kontak email yang berfokus pada STRATEGI DIGITAL MARKETING 165 Strategi Digital Marketing perjalanan pelanggan dan tingkat kesadaran merek Komunitas, media sosial, blog atau untuk mendorong advokasi dan pembelian ulang Media sosial, konten pemasaran atau sosial bisnis Media sosial yang dapat mendukung akuisisi, konversi dan retensi. Strategi bisnis sosial yang lebih luas juga mencakup peningkatan produk dan layanan CRM atau personalisasi Manajemen konten Peningkatan kinerja manajemen informasi dan sistem analisis web Meningkatkan fasilitas umpan balik pelanggan Sumber daya dan strategi pengelolaan Perubahan manajemen pemasaran dengan fokus pada media dan teknologi digital Perubahan proses Pengembangan keterampilan Struktur tim Sumber Chaffy dan Ellis-Chadwick 2019 Optimalisasi Strategi Digital Marketing Beberapa langkah untuk mengptimalisasi strategi digital marketing Wardhana, et al, 2021; Sponder dan Khan, 2021; Pelsmackera, Van Tilburgb, Holthofb, 2017; de Castro, 2020; Christina, Fenni, Roselina, 2019; Soegoto dan Utomo, 2019; Wardhana, 2015 yaitu 1. Menetapkan hirarki tujuan bisnis yang meliputi tujuan bisnis, tujuan pemasaran, dan Key Performance Indicators KPI pemasaran. Tujuan bisnis meliputi peningkatan pangsa pasar, peningkatan penjualan, pengenalan produk baru, dan perluasan pasar baru. Tujuan pemasaran meliputi konversi makro seperti penyelesaian pesanan produk, pendaftaran berlangganan, pengisian formulir aplikasi, daftar kontak, pengisian formulir kontak, STRATEGI DIGITAL MARKETING 166 dan panggilan telepon. KPI pemasaran meliputi konversi mikro seperti klik-tayang iklan, unduhan, aksi sosial, daftar email, permintaan panggilan balik, waktu yang dihabiskan di situs, dan proses check out. Penetapan tujuan yang baik meliputi a. Dimulai dengan desain hirariki tujuan organisasi dari yang unit tertinggi hingga unit terendah dalam organisasi yang dijalankan secara konsisten b. Tujuan yang ditetapkan harus membuat karyawan mampu mencapainya dan bertujuan untuk menjadi lebih baik c. Tujuan yang ditetapkan harus realistis dalam hal sumber daya internal organisasi dengan juga memperhatikan peluang, ancaman, dan kendala eksternal d. Tujuan yang ditetapkan harus mempertimbangkan konsepsi kreatif dari berbagai alternatif dan efektivitas relatif dan biaya masing-masing e. Tujuan yang ditetapkan harus diketahui oleh setiap karyawan sehingga mereka memahami tujuan dan bagaimana mereka berhubungan dengan tujuan yang lebih luas dari keseluruhan bisnis f. Tujuan yang ditetapkan harus secara berkala dipertimbangkan kembali dan didefinisikan ulang dengan memperhitungkan perubahan kondisi dan dampak yang menguntungkan dari tujuan organisasi 2. Menganalisis pasar dengan menggunakan analisis SWOT dan PESTEL agar benar-benar memahami pasar dan target konsumen dan memiiki wawasan STRATEGI DIGITAL MARKETING 167 luas tentang target pasar utama seperti rentang usia, kesukaan dan ketidaksukaan, atau jenis halaman dan merek apa yang mereka ikuti di media sosial dengan mengembangkan wawasan pasar yang lebih mendalam melalui pemilihan bauran pemasaran digital dengan lebih baik dan mengarahkan anggaran ke saluran pemasaran yang paling relevan. 3. Memahami persona pembeli buyer persona sebagai target konsumen yang akan dibidik oleh perusahaan. Persona pembeli adalah representasi umum dari pelanggan ideal perusahaan karena persona pembeli memungkinkan perusahaan untuk melihat produk atau layanan perusahaan dari sudut pandang mereka, membangun persona untuk target konsumen utama perusahaandapat membantu dalam meningkatkan cara perusahaan untuk memecahkan masalah bagi pelanggan mereka. Persona terbaik dibangun berdasarkan penelitian dan survei aktual serta wawancara dari target konsumen perusahaan yang harus dipastikan seakurat dan gunakan informasi yang diperoleh tentang konsumen perusahaan dari penelitian sebelumnya, dari analitik web perusahaan, atau dari kueri email sebelumnya yang dimiliki oleh perusahaan. Data persona pembeli seperti latar belakang pekerjaan, latar belakang pendidikan, jenis kelamin, status pernikahan, jumlah anggota keluarga, rentang usia, golongan pendapatan, tujuan utama melakukan pembelian, tantangan atau kekhawatiran utama yang dirasakan ketika proses keputuasan pembelian, alas an menyukai dan tidak menyukai produk dan layanan perusahaan, solusi yang ditawarkan perusahaan untuk mengatasi kendala yang dihadapi konsumen, dan lain sebagainya. STRATEGI DIGITAL MARKETING 168 4. Segmentasi pelanggan dan analisis konversi. Mirip dengan riset persona pembeli, kemungkinan perusahaan memiliki beberapa segmen pelanggan dengan profil dan kebutuhan dan keinginan mereka sendiri yang unik. Segmentasi pelanggan meliputi apa yang konsumen inginkan dari produk dan layanan perusahaan? apa kebutuhan mereka? apa yang perusahaan ingin mereka lakukan? konten apa yang mungkin memberi mereka apa yang mereka butuhkan dan dapat meyakinkan mereka untuk melakukan apa yang perusahaan inginkan? apa yang dapat mengubah opini pelanggan terhadap produk dan layanan perusahaan? seperti apa kesuksesan itu? Apa KPI pemasaran perusahaan? Semakin banyak yang diketahui tentang target konsumen perusahaan, maka semakin perusahaan dapat menetapkan target konsumen yang disesuaikan dengan pesan dan komunikasi perusahaan kepada segmen konsumen yang berbeda. 5. Analisis pesaing. Manfaat melakukan analisis benchmark pesaing agar perusahaan tidak melewatkan sesuatu yang dilakukan pesaing yang mungkin menjadi ancaman bagi bisnis perusahaan dan yang mungkin mencuri lalu lintas traffic dan konversi dari perusahaan. Data pesaing yang dibutuhkan oleh perusahaan meliputi laporan tahunan pesaing, profil pesaing, brosur produk pesaing, siaran pers pesaing, artikel media yang diterbitkan pesaing, ulasan pelanggan pesaing, platform media sosial yang digunakan pesaing, situs web pesaing, setiap aktivitas pay per click PPC pesaing, istilah pencarian utama yang pesaing gunakan di mesin pencari search engine. Beberapa pembelajaran penting yang dapat diambil oleh perusahaan seperti apa yang pesaing lakukan dengan STRATEGI DIGITAL MARKETING 169 baik yang dapat ditiru oleh perusahaan? apakah pesaing memiliki audiens yang terlibat pada media sosial? apa yang pesaing lakukan yang menarik bagi audiens? apakah situs pesaing mudah diakses dan mudah digunakan? apakah pesaing menampilkan konten dan informasi dengan cara yang lebih sederhana dan up to date? 6. Analisis peringkat posisi asset digital perusahaan di pasar. Dalam menganalisis aset digital perusahaan sendiri dapat dikelompokkan ke dalam tiga kategori media digital yaitu kategori media digital yang dibayar oleh perusahaan, media digital yang diperoleh oleh perusahaan, dan media digital yang dimiliki oleh perusahaan. a. Media digital berbayar adalah media digital yang digunakan perusahaan dengan membayar untuk beriklan di saluran pihak ketiga seperti Facebook Ads, Google Ads, Insta Ads, dan lain sebagainya. b. Media digital yang diperoleh adalah media digital ketika pengguna atau audiens membagikan konten perusahaan secara sukarela melalui postingan mereka, menyebarkan berita dari mulut ke mulut word of mouth/ WOM, mendiskusikan merek, produk, atau layanan perusahaan baik secara negatif maupun positif. c. Media yang dimiliki oleh perusahaan adalah aset digital atau platform yang dimiliki oleh perusahaan, dibuat oleh perusahaan, dan kendalikan oleh perusahaan. Aset digitalyang dimiliki biasanya adalah situs web atau blog merek perusahaan dan saluran media sosial seperti YouTube, Facebook organik, Instragram organik, Twitter, SnapChat, Pinterest, Whatsapp Business, Tik Tok, dan lain sebagainya. STRATEGI DIGITAL MARKETING 170 7. Menerapkan pemasaran konten yang merupakan praktik membuat dan berbagi konten yang berkualitas tinggi, menarik, dan relevan untuk menarik, melibatkan, dan mengkonversi pengunjung. Pemasaran konten merupakan komunikasi antara merek perusahaan dengan pelanggan melalui cerita yang bertujuan untuk membangun hubungan jangka panjang dengan pelanggan saat ini dan calon pelanggan dengan menyediakan konten yang bernilai dengan tujuan membangun kepercayaan, kesadaran, dan keterlibatan pelanggan melalui berbagai saluran channels dalam bauran pemasaran digital digital marketing mix. 8. Melakukan pengukuran. Untuk memastikan praktik terbaik best practices dari strategi pemasaran perusahaan yang dapat dioptimalkan dan pada akhirnya berhasil dalam memenuhi tujuan bisnis perusahaan, maka perusahaan perlu melakukan analisis data Chaffey dan Patron, 2012 seperti dengan Google Analytics maupun dengan berbagai teknik pelaporan dan analisis lainnya Sponder dan Khan, 2021 untuk meningkatkan wawasan dan memastikan perusahaan mengetahui di mana kesenjangan gap yang terjadi dalam strategi pemasaran perusahaan sehingga perusahaan mampu mengidentifikasi masalah yang terpenting atau krusial yang terjadi dan mengambil berbagai langkah untuk mencari solusi terbaik guna menyelesaikan masalah tersebut. STRATEGI DIGITAL MARKETING 171 Daftar Pustaka Amalia, Farah., Widyakto, Adhi., Prapti, Rr. Lulus. 2021. Digital Marketing Strategy on Agricultural Product. Economics & Business Solutions Journal, 51, 29-45 Febriyantoro, M. T., Arisandi, D. 2018. 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Understanding Digital Marketing-Basics and Actions. Switzerland Springer International Publishing Porter, M. 2001. Strategy and the Internet. Harvard Business Review, March, 62-78. Rizaldi, Arjuna., Hidayat, H. 2020. Digital Marketing Communication Strategy. Jurnal Entrepreneur dan Entrepreneurship, 92, 101–110 Rizaldi, A., Margareta, F., Simehate, K., Hikmah, Albar, Rafdhi, 2021. Digital Marketing as a Marketing Communication Strategy. International Journal of Research and Applied Technology, 11, 61-69 Soegoto, E. S., Utomo, A. T. 2019. Marketing Strategy through Social Media. IOP Conference Series Materials Science and Engineering, 623, 32-40 Sponder, Marshall., Khan, Gohar F. 2021. Digital Analytics for Marketing Mastering Business Analytics. Milton Park Routledge Strauss, J., Frost, R. 2014. E-Marketing. New Jersey Pearson Education, Inc. STRATEGI DIGITAL MARKETING 173 Taken, Smith K. 2012. Longitudinal Study of Digital Marketing Strategies Targeting. Journal of Consumer Marketing, 292, 86-92 Teachfor. 2019. Tahun 2019, Indonesia Memiliki Potensi Yang Pesat Dalam Dunia Digital Marketing. Retrieved December 13, 2021, from Turban, Efraim., Whiteside, Judy., King, David., Outland, Jon. 2017. Introduction to Electronic Commerce and Social Commerce Springer Texts in Business and Economics. London Pearson Education Wardhana, Aditya, et al. 2021. Penerapan Teknologi Informasi Di Berbagai Sektor. Bandung Media Sains Indonesia Wardhana, Aditya 2015. Strategi Digital Marketing dan Implikasinya pada Keunggulan Bersaing UKM di Indonesia, Proceeding Forum Keuangan Dan Bisnis, 327–337 Widiastuti, Erni., Surendra, Arya. 2020. Digital Marketing Competitive Superior Strategy in the Industrial Revolution Jurnal ManTik, 42, 1469-1475 STRATEGI DIGITAL MARKETING 174 Profil Penulis Dr. Cand Aditya Wardhana, Penulis merupakan dosen tetap Universitas Telkom. Penulis menyelesaikan studi Sarjana Ekonomi SE di prodi Manajemen Universitas Padjadjaran pada tahun 1997. Kemudian, penulis menyelesaikan studi Magister Sains MSi di prodi Manajemen Universitas Padjadjaran tahun 2003 dan Magister Manajemen MM di prodi Manajemen Universitas Pasundan tahun 2012. Saat ini penulis sedang melanjutkan studi Doktor Ilmu Manajemen di Prodi Manajemen Universitas Pasundan. Penulis memiliki kepakaran di bidang manajemen sumber daya manusia, manajemen pemasaran, dan manajemen strategik. Penulis memiliki pengalaman praktisi pemasaran di Citibank dan Human Resource Development, ISO Auditor, General Affairs, dan Logistic di PT Perusahaan Gas Negara Tbk serta sebagai konsultan di beberapa BUMN seperti Surveyor Indonesia, Badan Klasifikasi Kapal Indonesia, Pertamina, BNI 46, PTPN VIII, Biofarma, serta pada Kementerian Koordinator Perekonomian RI dan Kementerian Perhubungan. Sebagai dosen tetap di Universitas Telkom, penulis juga aktif melakukan berbagai penelitian terindeks Scopus dan Sinta dan menulis lebih dari 75 buku dalam bidang manajemen sumber daya manusia, pemasaran, keuangan, penganggaran, strategik, audit, pendidikan, teknologi informasi, sistem informasi manajemen, model bisnis, hukum bisnis, perilaku konsumen, perilaku organisasi, bisnis internasional, metode penelitian, etika bisnis, dan bisnis ekspor impor. Penulis memiliki Sertifikasi Penulis Buku Non-Fiksi dari Badan Nasional Sertifikasi Profesi BNSP RI. Email Penulis adityawardhana Ivan ArmawanHeri Pratikto Sopiah SopiahSudarmiatinThe decline in public buying interest has an impact on all business sectors in Indonesia, including MSMEs. During the Covid19 pandemic, Regency MSMEs still use conventional systems, so new breakthroughs are needed to increase turnover and unlimited marketing so that MSMEs can survive and advance. Digital marketing activities are promotions and market searches through online digital media, one of which is social networking facilities. The purpose of this research is to broaden the knowledge and skills of digital marketing, especially social media, in micro, small and medium enterprises MSMEs to increase sales turnover. Participants are MSME Regency Balikpapan city; the method used in this activity explains digital marketing materials, share experiences and discussions, and the implementation of social media applications. This study indicates that the use of social media that is often used is Facebook in displaying business profiles by and WhatsApp WA by 50%, Instagram IG by and others by 25 % for product promotion. Based on the research results on the use of applications in pandemic that is ride 12,5%, Permanent 37,5% and doen 50%. MSME actors have not maximally used social networks, especially YouTube, to promote their RizaldiH HidayatThe purpose of this research is to see how digital marketing strategies can affect the increase in sales and number of customers. The method used to support this research is descriptive qualitative method by collecting data through literature study in order to describe the elements that exist in a digital marketing strategy in depth. The results of this study show that the development of information technology is necessary for the community to support a variety of business activities both large and small. one of them is using digital marketing in the marketing system of a business unit to increase sales volume and the number of consumers that affect competitiveness in global competition. It is because technology will facilitate human work in meeting their needs related to the development of business units. Charles Alves de CastroThis research aims to describe a digital marketing strategy elaborated to be deployed in the Marcheluzzo Srl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the company, documents provided by the organization and internet sources. Finally, the proposal digital marketing strategy was validated through a prediction model using machine-learning system via Python and its tools. The result of the prediction model was addressed and analyzed based on linear regression and correlation matrix methods confirming the efficacy of the proposal strategy, consequently the reliability of the prediction model. Note Journal of Marketing Management, June 2020, Vol. 8, No. 1, pp. 55-72, ISSN 2333-6099Online, Copyright © The Authors, All Rights Reserved, Published by American Research Institute for Policy Debby ChristinaFenniDevia RoselinaA rapid internet development and its function has become one of the most important technologies in the world since it is very influential for human life. Considering this, one of the paid television companies makes an integrated marketing communication using internet as a tool for promoting its product. This study aims to know the role and strategy of various digital marketing channels, including website, search engine marketing SEM, online PR, display advertising, email marketing and social media marketing in promoting product. The methodology is descriptive qualitative using interview and participant observation. The data were collected through documents and literature which related to digital marketing. This study found that digital marketing strategy has important role in promoting product. The whole digital marketing strategy, either in its planning, implementation, or evaluation, has its own uniqueness. It showed that digital marketing strategy has been run well within the company. Eddy Soeryanto SoegotoA T UtomoSocial media networks or new media are one of the most widely used communication media by all people or the wider community today. The purpose of this study is to analyse marketing communication through social media. This research used descriptive method, to present a complete picture of the situation related to several situations of variables examined. The results revealed that marketing communication using social media has an effect on consumer interest in buying goods offered through social media such as marketing conducted by Instagram social media most frequently visited by people today. This study discusses the marketing strategies that are involved in social media instagram. These results make social media one of the suitable media to deliver a marketing communication. So that this marketing technique is expected to help online sellers in managing their business. This marketing technique has more real time advantages in serving customers to invite more customers to develop online businesses that have been built. Katherine Taken SmithPurpose The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this online generation. Design/methodology/approach Data were collected over a three‐year period 2009 to 2011 by surveying Millennials at a prominent southwest US university. Findings Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital marketing strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews. Practical implications By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital marketing aimed at this market segment can be increased. Recommendations are made regarding types of online advertising to use, how companies should design their web sites, how to motivate repeat visits to web sites, and how to encourage Millennials to write online reviews. Millennials are reading and being influenced by online reviews. Originality/value Even though online advertising is the fastest growing advertising medium, only a small percentage of total advertising expenditures are currently being devoted to the internet. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this RizaldiF MargaretaK SimehateA A RafdhiDigital marketing is a strategy that is quite impactful to increase the number of consumers in the organic fertilizer business sector in an era like today. The purpose of this research is to analyze the marketing strategy of organic fertilizers and the increase in the number of consumers. The research method used was escriptive methods, namely data collection and questionnaires. Methods of data collection carried out by observation, interviews and literature study. The questionnaire was used in analyzing consumers who use organic fertilizers on chilies. The results of this research show that digital marketing as marketing communication is useful in increasing selling power and promotion. This study discusses the use of digital marketing in marketing communications and whether consumers prefer organic fertilizers or Trio Febriyantoro Debby ArisandiTeknologi saat ini terus berkembang dan manfaat penggunaan internet terasa bagi para pemakainya. Beberapa orang merasa ketergantungan dengan adanya internet, termasuk aktivitas Usaha Mikro Kecil dan Menengah UKM dalam memanfaatkan teknologi informasi untuk menjalankan usahanya khususnya pada era Masyarakat Ekonomi ASEAN MEA. Tujuan penelitian ini secara umum mendeskripsikan dampak digital marketing terhadap volume penjualan bagi pelaku UMKdi kota Batam. Penelitian ini berjenis kualitatif, dengan menggunakan model triangulasi, yang menggabungkan metode wawancara terstruktur, wawancara mendalam dan observasi terhadap pelaku UMKM yang terdaftar aktif di Dinas Pemberdayaan Masyarakat Pasar – Koperasi dan Usaha Kecil dan Menengah Kota. Dari hasil penelitian diketahui bahwa digital marketing memudahkan pelaku UMKM untuk memberikan informasi dan berinteraksi secara langsung dengan konsumen, memperluas pangsa pasar, meningkatkan awareness dan meningkatkan penjualan bagi pelaku is a complete update of the best-selling undergraduate textbook on Electronic Commerce EC. New to this 4th Edition is the addition of material on Social Commerce two chapters; a new tutorial on the major EC support technologies, including cloud computing, RFID, and EDI; ten new learning outcomes; and video exercises added to most chapters. Wherever appropriate, material on Social Commerce has been added to existing chapters. Supplementary material includes an Instructor’s Manual; Test Bank questions for each chapter; Powerpoint Lecture Notes; and a Companion Website that includes EC support technologies as well as online files. The book is organized into 12 chapters grouped into 6 parts. Part 1 is an Introduction to E-Commerce and E-Marketplaces. Part 2 focuses on EC Applications, while Part 3 looks at Emerging EC Platforms, with two new chapters on Social Commerce and Enterprise Social Networks. Part 4 examines EC Support Services, and Part 5 looks at E-Commerce Strategy and Implementation. Part 6 is a collection of online tutorials on Launching Online Businesses and EC Projects, with tutorials focusing on e-CRM; EC Technology; Business Intelligence, including Data-, Text-, and Web Mining; E-Collaboration; and Competition in ChaffeyMark PatronThe use of web analytics to improve online marketing dates back to the 1990s when the first web analytics systems were developed. Yet, recent research suggests that many companies are failing to utilize core web analytics best practices and are therefore not getting the potential return from web analytics that they could. This paper reviews the opportunities for companies to better apply web analytics to improve digital marketing performance. An approach is defined to create a strategy to improve the value contributed by web analytics. The paper describes techniques that can be used to set up a digital marketing optimization programme, including a review of how people, process, measures and tools can be AmaliaAdhi WidyaktoRr PraptiLulusAmalia, Farah., Widyakto, Adhi., Prapti, Rr. Lulus. 2021. Digital Marketing Strategy on Agricultural Product. Economics & Business Solutions Journal, 51, 29-45 4GY2zKL. 319 443 125 197 427 142 169 137 479digital marketing indonesia 2019
