đŚ Digital Marketing Indonesia 2019
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You'll find our complete Digital2020 report for Indonesia in the SlideShare embed above click here if that's not working for you, but read on below for the essential headlines. Internet users in IndonesiaThere were million internet users in Indonesia in January number of internet users in Indonesia increased by 25 million +17% between 2019 and penetration in Indonesia stood at 64% in January media users in IndonesiaThere were million social media users in Indonesia in January number of social media users in Indonesia increased by 12 million + between April 2019 and January media penetration in Indonesia stood at 59% in January connections in IndonesiaThere were million mobile connections in Indonesia in January number of mobile connections in Indonesia increased by 15 million + between January 2019 and January number of mobile connections in Indonesia in January 2020 was equivalent to 124% of the total population. Additional resourcesStill need more data? Here are a few suggestionsClick here to see all of our published reports for all of our reports for countries across Southeastern here to browse our complete library of published you'd like to receive updates when we publish new reports and content, click here to sign up for our newsletter. Previous Digital 2020 Iran DigitalSimon Kemp18 February 2020Digital, Digital 2020, Local, Southern Asia, Middle East, Iran Next Digital 2020 India DigitalSimon Kemp18 February 2020Digital, Digital 2020, Local, Southern Asia, APAC, India
DigitalMarketing dapat Memberikan Brand Awarness Bagi Perusahaan. Alasan pertama mengapa digital marketing sangat penting adalah digital marketing dapat mengembangkan brand awarness bagi calon pelanggan selain itu juga dapat memberikan arah dan tujuan yang jelas dan pasti bagi orang-orang yang ada di dalamnya dalam menentukan
1. IntroductionThe coronavirus disease Covid-19 pandemic has outspread throughout the world, and it has significantly impacted the economic sector Fendel et al., Citation2020; Rebucci et al., Citation2020. From a macroeconomic perspective, the Covid-19 has impacted a downtrend in economic growth, aggregate consumption, investment, and balance payments Fang et al., Citation2021. Meanwhile, from the microeconomic sides, the Covid-19 pandemic has diminished individualsâ consumption and purchasing power due to many people losing their income and jobs Dang & Nguyen, Citation2021. Additionally, the majority of people are careful in controlling their financial expenditure due to the vague during the pandemic Celik et al., Citation2020.In the Indonesian context, the Covid-19 pandemic has also hampered small and medium business scale SMEs performance in their production, market, and revenue Srikalimah et al., Citation2020. Despite the 1998 crisis, SMEs were more adaptable than large companies Juergensen et al., Citation2020, but the Covid-19 pandemic became a severe external shock and affected the supply and demand side, primarily during the implementation of health distancing policy Fitriasari, Citation2020. This condition highlights that the Covid-19 crisis will affect SMEsâ sustainability Juergensen et al., Citation2020. Therefore, business owners need to respond quickly and appropriately by changing their sales strategy Lorentz et al., Citation2016. To deal with this, SMEs can elaborate on the use of technology and empower social media Dwivedi et al., Citation2021.Several preliminary works have documented the importance of social media in improving SMEsâ sustainability Kang & Park, Citation2018; Taneja & Toombs, Citation2014. Social media is not only effective in helping SMEsâ business growth Dahnil et al., Citation2014, but also as a consumer media to easily access new products, services, and SMEsâ DĹženopoljac et al., Citation2016. Social media is also a means for people to be engaged in online activities, market and even become an effective comparison in decision making Chatterjee & Kumar Kar, Citation2020. In addition, social media has become a kind of bridge between SMEsâ and the potential consumer community Abed et al., Citation2015. In short, Tripopsakul Citation2018 noted that effective use of social media can enhance productivity and business the technology transformation in the business confronts a new budget allocation for a business. Chatterjee and Kumar Kar Citation2020 revealed that a budget is required to involve marketing and understand how each platform works. As a consequence, the new model marketing and technology adoption requires an additional cost to be involved in their business. In the involvement of marketing technology using social media and the adoption of IEBT, it will refer to the technology acceptance model TAM Davis, Citation1989 and is robustly generated by perceived usefulness PEU and perceived ease of use PEOU. SMEs who have experienced the utility PEU, PEOU, social media marketing SMM and technology adoption IEBT will not feel high allocating costs for procurement and maintenance and have a positive impact on SMEsâ summarize, this study is purposed to examine the determinant dimension affecting the use of social media marketing. This investigation is essential to provide new insights regarding the adoption of information and communication technology ICT in Indonesia SMEsâ sustainability. We also holistically identified the factors that may impact SMEsâ sustainability and instruments that play a role in their development. We have admitted that several studies mentioning the level of e-commerce approval in developing nations are still inadequate Makiwa & Steyn, Citation2020. In Indonesia, these are affected by several critical factors, including erudite resources, awareness, information sources, and may the complexity of using e-commerce Rahayu & Day, Citation2017.This study provides three main contributions. First, it provides a contribution to the literature by highlighting what factors are affecting the technology adoption and SMM during the Covid-19 pandemic. Second, this study also attempts to link between technology adoption in SMEs, social media marketing, and SMEs sustainability in Indonesia that are absent in the preliminary studies. Some of the preliminary studies, for instance, Chatterjee and Kumar Kar Citation2020, A. Q. H. Chung et al. Citation2017, and Elbanna et al. Citation2019, have not discussed the relationship between SMEsâ sustainability and PEU, PEOU, and Cost. This research provides a deeper understanding of SMEsâ development and the importance of adopting internet/e-business technologies IEBT and SMM. Third, this study in Indonesia and the Covid-19 pandemic is unique due to the massive transformation from conventional to technology adoption and social media marketing as an effort to sustain their paper is presented as follows Section 1 concerns the background of the study and followed the relevant literature in Section 2. Next, we provide the study design, data collection, and measurement development in Section 3. Then, the findings and discussion of the study are presented in Section 4 and Section 5, respectively. Finally, section 6 informs the conclusion, managerial implication, and studyâs Theoretical review and Perceived of usefulness PEUThe perceived usefulness PEU occurs in the Technology Acceptance Model TAM, which is promoted by Davis Citation1989 and Davis et al. Citation1989 as the theoretical framework to envisage user acceptance of technology. PEU can be realized when SMEs believe that the involvement of a quality management system will help them promote achievement Davis, Citation1989; Davis et al., Citation1989. Furthermore, when SMEs look at the benefit of using Social Media Marketing SMM to lead to better productivity, there is no doubt that they will adopt this method in their business Kraus, Gast, Schleich, Jones, Ritter et al., Citation2019. Previous studies by Chatterjee and Kumar Kar Citation2020; Qalati et al. Citation2021 found that utilizing SMM will promote the SMEsâ performance. Several preliminary works have also highlighted the significant association of PEU with usersâ intentions to engage in new technologies Akinwale & Kyari, Citation2020. Recent studies confirmed that the use of social media through the PEU smartphone device has linear connectivity with the adoption of mobile phone technology Chatterjee & Kumar Kar, Citation2020; Kim & Chiu, Citation2019. Thus, the hypotheses are presented as follows H1 PEU has a positive impact on adoption of IEBT H2 PEU has a positive impact on social media Perceived ease of use PEOUThe perceived ease of use PEOU framework developed by Davis Citation1989 and Davis et al. Citation1989 that has been widely used to understand the adoption of new technology in business and other relevant areas. Some literature believes that perceived ease to use has been linked with the adoption of the internet/e-business technology Taherdoost, Citation2018; Tripopsakul, Citation2018. The underlying rationale is that the anxiety in using new technology drives new uses to avoid, while the friendly use of new technology will provide many advantages for the users Momani & Jamous, Citation2017. In the business context, entrepreneurs are more likely to adopt new technology when essential for enterprise development and easily implemented Ojo et al., Citation2019. The effective use of technology in terms of social media can perform a better accomplishment and revenue. This makes SMEs involve and attempt social media to run the business Sunday & Vera, Citation2018. With this condition, innovation is more accessible for users to implement, which results in users being motivated to adopt the technology Bankole & Bankole, Citation2017. We believe that PEOU positively drives with the exert of new technology. This belief is supported by previous studies by Chatterjee and Kumar Kar Citation2020 and Kraus et al. Citation2019, who documented this relationship. Therefore, the hypotheses are provided as follows H3 PEOU has a positive impact on Adoption of IEBT H4 PEOU has a positive impact on Social Media Cost COSIn economics, the value of the sacrifice that has been made by an economic actor is well-known as a cost. Therefore, all costs associated with a production process should be considered and described in planning the selling price of a product Teece, Citation2019. Trade-offs between advantages and opportunities are determined to assess costs Sculpher et al., Citation2017. Costs are required to utilize technology by SMEs for their growth Chittenden & Ambler, Citation2015. The nexus between cost and technology adoption is often perceived as being value-relevant Alam & Noor, Citation2009. Furthermore, insufficient participation constraints, affordable costs, and inadequate levels of IT skills requirements motivate SMEs to adopt quality management systems. In particular, SMEs in Indonesia will not involve SMM when the initial costs are expensive Derham et al., Citation2016. This needs to provide space for SMEs to connect with their buyers in such circumstances at an affordable cost Zhang et al., Citation2019. A preliminary work by Cassetta et al. Citation2020 mentioned that engaged adoption of e-business information and communication technology ICT in a business company showed that companies investing in various platforms of ICT have a greater placement towards e-business, while the company cites handicaps in linked with cost and delivery acquaintance with lower e-business involvement. Additionally, Orouji and Kafashan Citation2017 remarked that companies with many advantages over time report, including providing affordable costs and reaching new customers, tend to have higher e-business operations. H5 Cost has a positive influence toward the adoption of IEBT H6 Cost a positive influence toward the The adoption of internet/e-business technologies IEBTThe adoption of innovation by SMEs is associated with various factors, especially organization, environment, and technology Ifinedo, Citation2011. The technologyâorganizationâenvironment TOE blend concept is an incorporative program that combines technological dimensions, conditional organizational elements, and macro-environmental factors Dwivedi et al., Citation2020; Chiambaretto et al., Citation2020. SMEs recognize that innovation takes an important role and increases the advantages of current practices and systems. Consequently, it is forecasted that the engagement of Internet technology and e-business will promote a greater performance Ifinedo, Citation2011. Indirect and direct benefits from implementing IEBT can be seen in maximizing existing resources, which can impact profits. Several preliminary studies by Abd Rahman et al. Citation2017 and MĂźller and Voigt Citation2018 have demonstrated that comparable benefit is a robust predictor of IEBT and associated technology in SMEs. In particular, SMEsâ acceptance of IEBT is seen from an alteration viewpoint. H7 Adoption of IEBT positively influences on SMM H8 Adoption of IEBT positively influences on SMEsâ Social media marketing SMM and SMEsâ sustainabilitySocial presence theory is described as the extent of the importance of other people in interactions and the resultant of interpersonal association Ahmad et al., Citation2018. SMM can be regarded as a new section and business practice engaged with promotion stuff, services, and ideas through the latest social media Dwivedi et al., Citation2020. Marketing activities undergoing online platforms enable the production of information and connections between members Yadav & Rahman, Citation2017 and the use of smartphone and web-based technology to establish synergistic media in which customers and group members share, co-create, discuss, and modify is known as content Dewnarain et al., Citation2019. The exploitation of customers generated content has enabled businesses to more accurately predict the future buying behavior of their customers A. J. Kim & Ko, Citation2012, increased the popularity of brand posts Kervin et al., Citation2012, attracted new customers Chow & Shi, Citation2015, establish awareness, enhance sales and promote loyalty Castronovo & Huang, Citation2012.In total, 90% of businesses worldwide is categorized as SMEs and have been reported responsible for approximately 70% of global pollution Singh & Thakar, Citation2018. However, the literature on sustainable development and corporate innovation concerns primarily on a sizeable scale, such as multinational ventures, while the sustainability diversion endeavored by SMEs is inadequately recognized and documented Li et al., Citation2020. Large companies are considered to have an adequate endowment for green motivation, while small- and medium-sized businessess are more likely to face financial issues, human and resource management to support sustainability. A preliminary study by Barbosa et al. Citation2020 mentioned that small business is confronted to conceptual understanding and equipment to assess and organize environmental results, assuming that sustainability calculates additional can be provided as a facet that helps in serving, saving, and maintaining three main accepted elements, such as the environment, community, and the economy Garbie, Citation2014. Sustainability enables organizations or companies to gain a competitive advantage in their business Luthra et al., Citation2015. Additionally, Raut et al. Citation2019 pointed out that the application of sustainable operations management SOM positively influences companiesâ business performance and minimizes side effects on the community and the environment. Gotschol et al. Citation2014 added that the internal activities in companies have a robust correlation with economic, environmental, social performance, and advantages for the organization in the long term. Companies should contemplate the green issue as an effort in reaching a competitive advantage and enhancing market share today in which highly erudite buyers tend to choose eco-friendly stuff Deif, Citation2011. Social sustainability activities allow companies to reach a better social reputation Marshall et al., Citation2015. For this reason, it can be concluded that sustainability is crucial for organizational activities, which is promoted through the SOM approach Shibin et al., Citation2018. H9 Social media marketing has a positive impact on SMEsâ sustainability3. Research designWe adopted a quantitative approach with partial least squares structural equation modeling PLS-SEM to increase understanding of how support for perceived usefulness PEU, perceived ease of use PEOU, and cost COS for SMEsâ Sustainability, and investigating the mediating role of the involvement of IEBT and Social Media Marketing SMM see Figure 1.The impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Figure 1. The research frameworkFigure 1. The research Participants and data collectionThe respondents were identified who owned small business scale SMEs in Malang, East Java of Indonesia. We proposed 130 questionnaires employing the Google forms platform, which are provided to respondents via WhatsApp and Telegram. We noted that seven questionnaires returned were invalid due to the invalid data provided. This research was conducted from July to September 2020. The participants in this study were asked for their anonymity to ensure ethical issues. The details of respondents are informed in .The impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Table 1. The characteristics of respondents Appendix Table A1 provides information about the respondents involved in this study. In general, the majority of respondents operates in micro-scale businesses, while a small percentage performs in medium-scale businesses with various working experiences. From the table, it can be seen that the educational background of respondents was graduates from senior high school with a percentage of 50%. Most of the participants were running the restaurant business and the average income was under 100 million IDR per Instrument development and data analysisWe adopted a survey method to attain an understanding of the existing phenomenon of SMEs in Indonesia in using social media marketing and SMEsâ sustainability. The instruments used in this study were adapted from previous studies and literature reviews see Table A1. The questionnaires were translated from English to Bahasa Indonesia with slight modification to adjust with the Indonesian context. First, perceived usefulness PEU was measured by five items from Chung et al. Citation2020 and Elbanna et al. Citation2019, while for perceived ease of use PEOU, it was adopted by Ware Citation2018 and Rana et al. Citation2019. To estimate cost COS, this study formulated five items from S. Chung et al. Citation2020 and Zhang et al. Citation2019 and the adoption of internet business technology IEBT was adapted by Chong and Pervan Citation2007 and Ifinedo Citation2011. Additionally, to measure social media marketing SMM, we elaborated three indicators from Shareef et al. Citation2018; Citation2019. Lastly, SMEsâ sustainability SS used five items from Elbanna et al. Citation2019; Chatterjee and Kumar Kar Citation2020. The questions asked participants to rate how strongly they agreed with each statement from 1 strongly disagree and 5 strongly agree. The data analysis approach in this work operated partial least squares structural equation modeling PLS-SEM with Smart PLS version Results and The outer model evaluationThe initial phase in determining the outer model of partial least square PLS aims to confirm that the instruments used are reliable. The criteria to determine the model achieve reliability when composite reliability CR and Cronbachâs Alpha are higher than Hair et al., Citation2014. This study found that the CR value of each construct ranges from to meaning that to achieve reliability see . Additionally, the indicator to perform the convergent validity is accomplished when the average variance extracted AVE is greater than Hair et al., Citation2014. From the calculation that has been provided in , several indicators, including PEU3, PEOU1, PEOU2, COS3, and IEBT4 need to be omitted, considering the item loading is smaller than After the expulsion, all items were above and the AVE value for each construct ranged from to > implicating to achieve the convergent impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Table 2. Calculation of Outer Model In addition to convergent validity evaluation, this study also conducted the discriminant validity using cross-loading factors. informs that the value of cross-loading for all variables PEU, PEOU, IEBT, SMM, and SS is higher than showing that the variables to meet the discriminant validity impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Table 3. Discriminant Validity Collinearity testThe collinearity test is intended to know the existing collinearity among variables studied, which is proxied through Variance Inflation Factor VIF. The criteria to consider accomplish the collinearity test when the VIF value is less than Hair et al., Citation2013. From the preliminary evaluation, all variables involved have the VIF coefficient score ranging from to However, one hypothesis was rejected, considering the t-value is see Figure 2.The impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Table 4. The Hypotheses Testing The impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Figure 2. The structural equation modelling calculationFigure 2. The structural equation modelling Model fitR-square R2 model shows the accuracy of the model prediction Hair et al., Citation2020. R2 values that fall at or higher than are determined as substantial, and are categorized as moderate and weak, respectively Hair et al., Citation2014. The calculation indicates that PEU, PEOU, and COST account for of the IEBT variant, with moderate predictability. Meanwhile, PEU, PEOU, COST, and IEBT explained of the SMM variants with a moderate level of predictability. Likewise, PEU, PEOU, COST, IEBT, and SMM explained of the SMM variants with a moderate level of predictability. Furthermore, the f2 was conducted to understand whether exogenous constructs have a substantive influence on endogenous constructs. Referring to Hair et al. Citation2014, f2 values and respectively, represent the small, medium, and large effects of exogenous constructs on endogenous constructs. Specifically, the size effects of PEU, PEOU, and COST on IEBT had a large effect f2 value was Furthermore, the effect sizes of PEU, PEOU, COST, and IEBT on SMM had a large effect f2 value was Lastly, the size of the IEBT and SMM on SS was categorized as moderate f2 value DiscussionsThe finding of this current work answered nine hypotheses. In the beginning, the study confirmed the connectivity between PEU and the adoption of IEBT with the p-value of Accordingly, PEU also has an impact on SMM with the p-value of This result may be performed by the fact that the majority of SMEs are familiar with how to engage social media for business, and it has been considered a valuable tool for marketing purposes. Additionally, social media increases business productivity, helps with better query management, and promotes customer satisfaction. The results of the study reinforce the findings of prior works by S. Chung et al. Citation2020; Elbanna et al. Citation2019; Chatterjee and Kumar Kar Citation2020. In terms of the adoption of IEBT, SMEs have employed internet-based e-commerce or e-payment for their transactions. SMEs have also assimilated interned-based for their critical operations and business activities in SMEs requiring a high IEBT. The results of the study confirm the preliminary studies by Chong and Pervan Citation2007 and Ifinedo Citation2011, who remarked that SMM helped in terms of promotions and product services from SMEs. Several competitors have used social media for marketing, it has imperative to actively use social media. Employing SMM techniques is great for SMEsâ businesses Shareef et al., Citation2018, Citation2019.With respect to the first and second hypotheses, we found that PEOU robustly impacts the adoption of IEBT and SMM with a p-value of and t-value of respectively. The fundamental rationale is that SMM offers a preface and menu to be used. SMEs are also effortless to recognize new customers undergoing social media because it has already been used for their daily activities. The findings explained that social media provides information needed about customers, and it is unchallenging to advertise goods and services on social media platforms. The findings of the survey support the preliminary works by Ware Citation2018, Rana et al. Citation2019, and Chatterjee and Kumar Kar Citation2020. The fifth hypothesis mentioned that there is positive connectivity between costs on the adoption of IEBT. The data estimation indicated that the p-value was implicating that the cost has a significant effect on the adoption of IEBT. The results of this study are logical due to the fact that SMEs consider that the cost of handling customer inquiries has been reduced by using SMM. The cost of identifying new customers has been reduced through the use of quality management services. Customer awareness and training costs have been reduced with the use of quality management services. The overall cost of advertising and promotion has diminished undergoing quality management services. Likewise, the cost of SMEs for handling customer inquiries has been reduced by using quality management services. The findings of the study confirm the findings made by S. Chung et al. Citation2020, Zhang et al. Citation2019, and Chatterjee and Kumar Kar Citation2020.The surprise finding showed that costs failed to affect the SMM. The difference in our findings needs to be provided in this study context. Due to the increasing technology, SMM does not require high costs due to internet data packages from several cellular operators, which are also easier than competitive. Almost all SMEs involved in this study already use Android or iOS-based phones to already have a social media application on their smartphones. WhatsApp, Facebook, Instagram, and Telegram are getting familiar with their use. Some of the SMEs have a website, and the use of email facilities is not optimal. In this digital age, business competition is very high, making business people have to follow the development of marketing media, which is currently a trend. At the same time, their competitors use social media for marketing, so they have to be very active as well. The involvement of social media marketing techniques is appropriate for SMEsâ businesses that are perceived to have lower costs than conventional marketing. The results of this research decline the prior works of S. Chung et al. Citation2020, Zhang et al. Citation2019, and Chatterjee and Kumar Kar Citation2020. It is important for SMEs to take benefit of the existence of social media to improve the sales performance of their products. By utilizing social media, barriers to distance, space, and time, as well as prices of goods can be eliminated. In addition, SMEs no longer need a large space to display their products. Distance is also not an obstacle to sending goods because there are many courier services companies at affordable prices and quickly reach consumers Ahmad et al., Citation2018; Jacobson et al., Citation2020; Odoom et al., Citation2017.In addition, the study confirmed the influence of the IEBT adoption on SMM with the p-value of and t-value of Indeed, this research also showed the positive effect of the Adoption of IEBT on SMEsâ sustainability. The SMEs involved in this research have a condition that the adoption of IEBT has a robust effect on Social Media Marketing. The fundamental reason is that the IEBT has been adopted appropriately by SMEs in their marketing, payment, and business transactions. The number of operations and business activities in their company that require IEBT is high. This finding supports some preliminary studies by Chong and Pervan Citation2007; Ifinedo Citation2011. Currently, with this SMM, SMEs began to promote their goods and services through social media, which they felt was helpful for getting more profit in their last finding indicated the influence of SMM on SMEsâ sustainability. A possible explanation for these results may be the SMEsâ performance has increased after using social media platforms. The daily sales turnover is also above average compared to other SMEs whose marketing is not using social media platforms. The customers who have used social media platforms are more easily connected in conveying marketing information, and orders can be made with a personal message. The efficiency of identifying customer needs has been improved by using quality management services. Employeesâ creativity has been improved through the use of SMM because they have to update their status in marketing their products. This finding supports the findings by Elbanna et al. Citation2019; Chatterjee and Kumar Kar Citation2020.5. ConclusionThis study highlights how perceived usefulness, perceived ease of use, and cost drive internet/e-business adoption, social media marketing, and SMEsâ sustainability. This study indicates that the adoption of new business technology and social media marketing can be explained by perceived usefulness and ease to use of users, while cost variable has an impact on technological adoption, but it does not link with social media marketing. The paper also confirms a robust correlation between the internet/e-business adoption, social media marketing, and SMEsâ sustainability in Indonesia. The research has both practical and academic implications. First, this research provides valuable input for SMEs in both developing and developed countries to further increase their knowledge and skills in terms of digital-based marketing. Second, it highlights the importance of social media marketing in responding to world-changing. Therefore, the collaboration between universities and SMEs through a community services scheme to provide workshops and to mentor SMEs is suggested to maximize social media for marketing. The government needs to provide easy access for capital to SMEs. Third, it needs to provide a digital marketplace for the information and promotion of SMEs. Lastly, the Department of Industry and Trade can serve with practical activities primarily on marketing to have a greater market using social media marketing. This study suggests that the marketing model be changed from conventional to social media-based marketing. Also, training for SMEs for adopting social media marketing is essential to boost their sales. The government can take a role in providing this training and present the infrastructure that supports social media-based marketing models. When these two strategies are implemented, this can be used not only during the Covid-19 pandemic but for global competition. The main limitation is that the geographical setting solely involved SMEs in East Java of Indonesia and involved 123 participants. For this reason, future scholars can elaborate on the small business scale in entire Indonesia to obtain more comprehensive characteristics and factors supporting sustainability. This research can be an initial study for scholars linked with SMEsâ sustainability, primarily in the Indonesian context.
SarahSilvia. Master Degree of Communication, London School of Public Relations Jakarta, Marketing Communication, Indonesia. Abstract: The use of social media and digital marketing is nowadays becoming a strategic tool in terms of building brand awareness and running a marketing campaign.Shifting from the era of conventional or mass media, by using
Micro, small, and medium-sized enterprises MSMEs have a major role in Indonesiaâs 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 Indonesiaâs 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 Indonesiaâs 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 Indonesiaâs 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 Indonesiaâs economy. In 2019, MSME accounts for of all businesses in Indonesia, employing of all workforce, and contributes to Indonesiaâs 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 Indonesiaâs 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 âDigital Marketingâ 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 âClick and Shareâ. 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 Cateringâs 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 MSMEâs 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 MSMEâs 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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International Research Journal of Management, IT & Social Sciences, 7 3 104-109. Maharani, and Darma, 2018. Consumer Purchasing Behavior Analysis on Impulse Buying, Jurnal Manajemen & Bisnis, 15 3 16-37. Martoyo, A. 2020. Adopsi Media Sosial Sebagai Sarana Pemasaran Digital Bagi Usaha Mikro Makanan dan Minuman Di Kota Jakarta Selatan, BRICommerce Jurnal Ilmu Manajemen, Bisnis, Dan Keuangan, 1 2 1â14. Retrieved from Mutiara, N. A., Wijayangka, C., & Kartawinata, B. R. 2021. ADOPSI MEDIA SOSIAL TERHADAP KINERJA UMKM DI KOTA BANDUNG, Jurnal Ilmiah MEA Manajemen, Ekonomi, Dan Akuntansi, 5 1 1673â1684. Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 325 Murti, & Darma, G. S. 2021. Jalan Terjal Online Travel Platform Hadapi Pandemi. Syntax Literate; Jurnal Ilmiah Indonesia, 6 5 2280-2296. Ningsih, E., Saam, Z., & Umari, T. 2021. STUDI LITERATUR TENTANG KONSEP DIRI REMAJA, JOM FKIP - UR, 8 1 1â9. Ningtyas, P. K., Sunarko, B., & Jaryono. 2015. 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R., Setyaningtyas, E., Ayu, J. P., Sartika, K. D., & Adithia, S. 2021. Pelatihan Culinary Entrepreneur Dalam Mengembangkan Kinerja UMKM di Masa Pandemi, Journal of Servite, 3 1 31â43. Retrieved from Pribadi, A., Ghozali, K., Hidayanto, B. C., Hafidz, I., Muqtadiroh, F. A., Hafidz, M. Al, ⌠Sari, R. 2018. Pelatihan Teknik Social Media Marketing sebagai Sarana Pemasaran Produk pada Konveksi Kerudung Al- Kattarâ Di Kelurahan Merjosari, Malang. Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 326 SEWAGATI, Jurnal Pengabdian Kepada Masyarakat â LPPM ITS, 2 1 53â59. Priskila, S., & Darma, 2020. Employee Perception of Brand Value in the Jewelry Industry, Journal of Economics, Business, & Accountancy Ventura, 23 2. Priyanto, H., Najib, M., & Septiani, S. 2020. Faktor Adopsi E-Marketing dan Pengaruhnya Terhadap Kinerja Pemasaran UKM Kuliner Kota Bogor, Jurnal Sistem Informasi Bisnis, 02 235â244. Purwanto, Fachrizi, A. R., & Bustaram, I. 2021. UPAYA MENINGKATKAN PENJUALAN PADA UKM MAKANAN AKIBAT TERDAMPAK PANDEMI COVID 19, HUMANISM, 2 1 9â15. Permanasari, and Darma, 2013. Pengaruh Penggunaan Internet Banking Terhadap Rasa Aman, Rasa Percaya Dan Loyalitas Nasabah Dalam Meningkatkan Saldo Bank, Jurnal Manajemen dan Bisnis, 10 1 186-204. Rafiah, K. K., & Kirana, D. H. 2019. Analisis Adopsi Media Sosial Sebagai Sarana Pemasaran Digital Bagi UMKM Makanan dan Minuman di Jatinangor, Jurnal Ekonomi & Ekonomi Syariah, 2 1 188â198. Rivaldo, I. M. G., Lestari, & Darma, & Gorda, 2021. Integrating The Credit Lending Strategies of Multi-Purpose Cooperatives a Case Study at KSU Dauh Ayu in Denpasar, Jurnal Mantik, 4 4 2318-2324. Shavitri, & Darma, 2020. Pengaruh Implementasi Kebijakan Pemeriksaan dan Forensik Digital terhadap Kualitas Pemeriksaan dan Keberhasilan Penerimaan Pajak, E-Jurnal Akuntansi, 30 10, 2682 - 2697. Saefulloh, and Darma, 2014. Strategi Marketing Wisata Wedding Sebagai Destinasi Alternatif, Jurnal Manajemen & Bisnis, 11 1 17-34. Swari, and Darma, 2019. Kepercayaan Lintas Generasi Dalam Penggunaan Social Media dan Electronic Word of Mouth, Jurnal Manajemen Bisnis, 16 4 145-161. Soelaiman, L., & Utami, A. R. 2021. FAKTOR-FAKTOR YANG MEMPENGARUHI ADOPSI MEDIA SOSIAL INSTAGRAM DAN DAMPAKNYA TERHADAP Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 327 KINERJA UMKM, Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5 1 124â133. Susanti, D. A., Nurhayati, E., & Kurniawan, V. R. B. 2019. PROFIL ADOPSI TEKNOLOGI E-COMMERCE USAHA KECIL MENENGAH UKM PADA HIMPUNAN INDUSTRI MEBEL DAN KERAJINAN INDONESIA HIMKI YOGYAKARTA, Industrial Engineering Journal of The University of Sarjanawiyata Tamansiswa, 3 2 77â83. Retrieved from Sudiwedani, A., & Darma, 2020. Analysis of the effect of knowledge, attitude, and skill related to the preparation of doctors in facing industrial revolution Bali Medical Journal, 9 2 524-530. Taryadi, Yunianto, E., & Royani, N. I. 2015. ANALISIS TINGKAT KESIAPAN ADOPSI E-MARKETPLACE UMKM BATIK DI KOTA PEKALONGAN, Jurnal Litbang Kota Pekalongan, 8 19â31. Retrieved from Todor, R. D. 2016. Blending traditional and digital marketing, Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9 1 51â56. Umami, Z., & Darma, G. S. 2021. DIGITAL MARKETING ENGAGING CONSUMERS WITH SMART DIGITAL MARKETING CONTENT, Jurnal Manajemen dan Kewirausahaan, 23 2 94-103. Umiyati, E., & Achmad, E. 2021. Faktor-faktor yang mempengaruhi penggunaan aplikasi online pada pelaku usaha mikro kecil dan menengah di Kota Jambi, Jurnal Paradigma Ekonomika, 16 2 255â266. Retrieved from Wardana, & Darma, 2020. Garment Industry Competitive Advantage Strategy During Covid-19 Pandemic, PalArchâs Journal of Archaeology of Egypt / Egyptology, Wandari, & Darma, G. S. 2021. Pengelolaan Karakter Green-Behavior Pada Generasi Milenial Dalam Meningkatkan Minat Penggunaan Green-Product, Jurnal Nusantara Aplikasi Manajemen Bisnis, 6 1 49-61. Wahyuni, and Darma, 2019. Mobile Advertising, Product Social Value dan Purchase Intention pada Instagram, Jurnal Manajemen Bisnis, 16 4 87-101. Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 328 Widaningsih, R. S. 2014. Manajemen Dalam Implementasi Kurikulum di Sekolah Sebuah Kajian Literatur, Jurnal ILMAN, 1 2 160â172. Widyastuti, D. A. R., Nuswantoro, R., & Sidhi, T. A. P. 2016. LITERASI DIGITAL PADA PEREMPUAN PELAKU USAHA PRODUKTIF DI DAERAH ISTIMEWA YOGYAKARTA, Jurnal ASPIKOM, 3 1 1â15. Widyastuti, N. W. 2017. Consumtion Value Smartphone dalam Pandangan Pengelola Usaha Kecil Menengah UKM dan Pemanfaatannya sebagai Media Komunikasi Pemasaran Online, Prosiding Konferensi Nasional Komunikasi, 01 01 290â301. Wulandari, & Darma, 2020. Advertising Effectiveness in Purchasing Decision on Instagram, Journal of Business on Hospitality and Tourism, 6 2 381-389. Yong, & Darma, 2020. Indikator Penentu Naik Turunnya Harga Saham pada Perusahaan High Deviden 20 Periode Tahun 2014-2019, Syntax Literate ; Jurnal Ilmiah Indonesia, 5 12 1591-1610. doi ... UMKM harus mencari bantuan dari berbagai pemangku kepentingan eksternal dalam menerapkan Digital Marketing. 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 platformâplatform yang ada di media sosial. Melalui diskusi dan feedback yang diberikan oleh para peserta adalah pelaksanaan kegiatan seperti ini bisa ditingkatkan dengan memberikan pelatihanâpelatihan 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 ĂÂł 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.
Kepercayaandiri DANA untuk menjadi dompet digital nomor satu di Indonesia pada 2019 tak lepas dari pencapaian pertumbuhan selama ini. Belum lagi, DANA juga sudah mendapatkan empat izin penyelenggaraan layanan dari Bank Indonesia. Di antaranya adalah izin layanan e-Money, e-Wallet, Lembaga Keuangan Digital (LKD), dan izin layanan transfer dana.
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Oleh sebab itu DâRoyan Digital Marketing Agency ini sangat perduli dalam pembangunan Tim Digital marketing yang berbasiskan âTalentâ sehingga dalam jasa rekrutment Tim digital marketing memfokuskan pada SDM yang berbakat dan memungkinan bisa memaksimalkan kinerja Digital Marketing perusahaan secara keseluruhan. Bagaimana Kinerja kerja sama DâRoyan Digital Marketing Agency dengan Klien pada saat ini? Identifikasi kebutuhan Klien Pemberian advise agar Keinginan perusahaan terpenuhi Penentuan anggaran dan program planning support klien Training SDM dan Evaluasi SDM terkait Digital Marketing Quality assurance untuk kinerja DâRoyan Digital marketing agency Perubahaan operasional bisnis di era digital tentunya membutuhkan ahli atau konsultan yang bisa mendampingi perusahaan anda dalam menunjang pertumbuhan bisnis dengan memaksimalkan Kinerja Departement Digital Marketing perusahaan. Oleh sebab itu untuk kebutuhan konten, infrastruktur dan Strategic Digital Marketing silahkan hubungi kami di sini atau 6281252982900 atau email ke droyandigitalmarketing WHY WE ARE THE BESTWhat Make Us Best In Digital Marketing Apa yang menjadikan kami terbaik dalam Pemasaran Digital? Kami mengutamakan keterbukaan hubungan dengan klien, sehingga apa yang kami lakukan bisa mendukung tujuan akhir para klien yang bekerja sama dengan kami. Selain itu kinerja kami berdasarkan data-data terbaik sebagai acuan dalam membantu klien dalam menumbuhkan bisnis melalui digital marketing. Melalui support pannel secara remote, kami merupakan digital marketing agency yang memiliki keunggulan bersaing. Selain itu kami selalu memantau jaringan bisnis yang terhubung dengan DâRoyan Digital marketing Agency. Keterbukaan dengan klien sangat penting dalam hubungan kerja sama, sehingga segala hal terkait dengan tujuan utama klien bisa kami dukung agar sesuai harapan. Kami akan melaporkan segala hasil yang telah dicapai, biaya yang digunakan dan segala hambatan dan tantangan yang terjadi dalam mengelola Digital Marketing klien. Melalui keterbukaan ini visi dan misi klien dapat didukung oleh DâRoyan Digital Marketing data analytics berguna untuk menganalisis berbagai jenis kumpulan data yang berukuran besar. Big data analytics digunakan untuk menemukan pola tersembunyi, tren pasar, dan preferensi konsumen untuk kepentingan pengambilan keputusan klien. Melalui kinerja yang cukup baik, data besar dapat dimanfaatkan untuk tujuan strategi Digital marketing. Pihak klien akan mendapatkan hasil analisis big data secara berkala dari DâRoyan Digital Marketing Agency untuk kepentingan pertumbuhan brand serta advertising yang dilakukan baik di media social maupun Digital marketing akan memanfaatkan live support panel secara maksimal untuk layanan pada klien seputar project-project yang dikerjakan oleh DâRoyan Digital Marketing. Hal ini untuk menjalin komunikasi yang intensif dengan para klien yang tersebar di Seluruh Indonesia. Oleh sebab itu dengan adanya live support pannel pihak klien dapat melakukan interaksi secara langsung mengenai project-project yang dikerjakan oleh DâRoyan Digital tinjauan terhadap dampak Digital Marketing pada penjualan produk dan jasa klien adalah kelebihan dari DâRoyan Digital Marketing Agency karena adanya Business analyst yang akan siap membantu bagaimana mengembangkan bisnis klien dengan media digital marketing masa kini. Untuk itu apa yang sudah dilakukan pada aktivitas digital marketing dapat dilakukan pengukuran dan hasil kesimpulannya. SOME REASONS TO WORK TOGETHEROur Goal Is Clientâs Success And Future Growth Tujuan DâRoyan Digital Marketing Agency adalah membantu kesuksesan klien dan pertumbuhan bisnis klien di masa depan. Kami membantu dalam menyediakan layanan digital marketing untuk pemasaran perusahaan startup dan usaha kecil yang mencari mitra dalam mengelola media digital mereka. Serta melakukan pembangunan Tim Digital Marketing klien dan melakukan pendampingan agar klien mandiri dengan konten-konten pilihan sebagai alternatif yang dilayani DâRoyan Digital Marketing Agency sebagai pemasok konten-konten kreatif dan bermutu. Safe Stored Data DâRoyan Digital Marketing Agency sangat memperhatikan kerahasiaan data klien. Oleh sebab itu kerahasiaan data selalu menjadi tanggung jawab, karena data rahasia dapat memunculkan resiko yang cukup pelik jika tidak dijaga dengan baik. Melalui klausal kerahasiaan data, Tim DâRoyan Digital Marketing Agency akan memegang teguh semua data milik klien selalu aman. Prioritizing Quality Tim DâRoyan Digital Marketing Agency mengutamakan kualitas baik layanan dan konten-konten yang dikerjakan, begitu pula dengan strategi-strategi yang dibuat mengutamakan hasil akhir meskipun proses merupakan hal yang penting. Talented HR Tim DâRoyan Digital Marketing Agency didukung oleh sumber daya manusia yang bertalenta. Oleh sebab itu kami mengedepankan kemampuan kami dalam melakukan layanan pelanggan dalam bidang yang telah kami pilih ini untuk mendukung pertumbuhan bisnis klien. Human Relationship Kami percaya dengan adanya hubungan antar manusia yang baik muncul Intimacy customer. Sehingga layanan kami berorientasi kebutuhan customer yang dipadu dengan strategi-strategi digital marketketing yang relevan. Untuk itu pertumbuhan bisnis klien tidak lepas dari kaidah ini agar tercipta tujuan dan harapan yang sama dalam menumbuhkan bisnis klien. Tim Tim DâRoyan Digital Marketing Agency selalu mendukung hal ini untuk terus menumbuhkan bisnis klien. HOW WE GOT TO WHERE WE ARE TODAYExplore Our Milestones And See How It All BeganHOW IT ALL STARTEDProvider Training Sales & MarketingPerusahaan kami adalah provider training khusus sales dan marketing. Industri yang dilayani adalah perusahaan FMCG Fast Moving consumer good, Bahan bangunan, Perlengkapan rumah tangga dan & Marketing ConsultantPerusahaan kami bergerak bidang training dan consulting yang melayani berbagai industri terkait dengan set up Distributor, set up principal company, Ritel modern dan training-training terkait sales marketing, serta mengubah manajemen tradisional ke modern. Manajemen, Marketing Consultant & Implementor softwareManajemen, Marketing Consultant & Implementor softwarePerusahaan kami menambah layanan selain yang dikerjakan pada tahun 2010- 2014 yaitu menambah dengan kegiatan implementasi software accounting, software distribusi, software pay roll dan HRD, serta software yang terhubung dengan sales dan marketing. Mulai tahun 2010 â 2021 payung coorporasi adalah PT. Groedu Limardi Marketing AssociatePerusahaan berkerja sama dengan Digital Marketing lokal menyediakan konsep digital marketing dan pembangunan Tim digital di perusahaan Marketing AgencyPerusahaan memulai handling klien-klien yang membutuhkan konten-konten kreatif dan bermutu ik untuk social media maupun website. Payung cooporasi kami adalah CV. Groedu Inti Global You Ready To Boost Your Rankings Upto 500%Kami berkomitmen penuh dan fokus pada pengembangan bisnis Anda, seperti Perusahaan anda memiliki lebih banyak penjualan dan tetap di atas! Our ServiceMeet Our Team For Your Needs Frans Founder, CEO & Strategic Digital Marketing Damianus Kelvin Director & Content Creator Rahmad Hidayat Chief Editor, Business Analyst & Content Creator Ana Puspita Chief Editor & Content Creator Ibanez Rizky P Videographer
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