Ritz W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in Interactive Marketing, 13(2), 179–203. (Study of Vivo smartphone Instagram communication in Indonesia). Jurnal Administrasi Bisnis (JAB), 62 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 individuals’ 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 SMEs’ 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 SMEs’ sustainability Kang & Park, Citation2018; Taneja & Toombs, Citation2014. Social media is not only effective in helping SMEs’ business growth Dahnil et al., Citation2014, but also as a consumer media to easily access new products, services, and SMEs’ Dženopoljac 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 SMEs’ 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 SMEs’ 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 SMEs’ sustainability. We also holistically identified the factors that may impact SMEs’ 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 SMEs’ sustainability and PEU, PEOU, and Cost. This research provides a deeper understanding of SMEs’ 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 study’s 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 SMEs’ performance. Several preliminary works have also highlighted the significant association of PEU with users’ 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 technology–organization–environment 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 Müller and Voigt Citation2018 have demonstrated that comparable benefit is a robust predictor of IEBT and associated technology in SMEs. In particular, SMEs’ acceptance of IEBT is seen from an alteration viewpoint. H7 Adoption of IEBT positively influences on SMM H8 Adoption of IEBT positively influences on SMEs’ Social media marketing SMM and SMEs’ 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 companies’ 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 SMEs’ 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 SMEs’ 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 SMEs’ 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, SMEs’ 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 Cronbach’s 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 SMEs’ 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 SMEs’ 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 SMEs’ 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 SMEs’ sustainability. A possible explanation for these results may be the SMEs’ 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. Employees’ 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 SMEs’ 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 SMEs’ 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 SMEs’ sustainability, primarily in the Indonesian context.
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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 JasaSEO & Digital Marketing Terbaik di Indonesia – Hosting, Server, Digital Marketing, Digital Branding, SEO, SEM. Dengan pengalaman lebih dari 10 tahun, dengan lebih dari 500 klien perusahaan, lebih dari 1000 project dan 5000 campaign menjadikan kami partner terpercaya anda sebagai penyedia jasa IT.
30. December 2019 konek DIGITAL MARKETING REVIEW INDONESIA 2019 Indonesia’s internet interest depends entirely on what’s trending at the moment. Some of the hottest topics being desired on the internet are food and beverage, media, entertainment, beauty, shopping, and travel. As digital marketing growing faster, you might have guessed that Bali is home for the largest online market place worldwide. As internet users in Indonesia are given the freedom to access google, facebook, and any other social media without being heavily filtered by the government. TOP FIVE DIGITAL TRENDS IN INDONESIA Cashless lifestyle and the process of adapting e-money –The direct transaction is out of style, people are now adapting to digital purchases. Medium metro system Internet TV –Large numbers of people start enjoying entertainment on Internet TV. Sharp Customers –Being more skeptical about consuming brand products. Eco-friendly –People are starting to be concerned about the environmental situation thus they prefer products that are focusing on sustainability. HOW ABOUT THE INTERNET IN INDONESIA IN GENERAL? There is no question that we need to include a general analysis in our Digital Marketing Review Indonesia 2019, this is the only way to keep track. Indonesia is significantly proving itself as the fastest-growing internet economy in Southeast Asia. The Internet has magically become inseparable from our daily life as it is a place to share ideas on social media, share information on facebook and google, and to connect with everyone. Not to mention, Bali is also a place where digital marketing shows remarkable progress. Most Indonesians have accessibility to the internet with the existence of the mobile phone and we need to keep this in mind for future reference. Are you prepared for mobile traffic? Is your website mobile friendly? Indonesians depend on Social Media 3h 26mins, where we have witnessed social media got viral. This report from We Are Social will show us some fascinating numbers in 2019. The number of internet users increases rapidly throughout the year by using whatever platform they can find in the digital world. Today’s generation worships simplicity, the internet offers exactly the prime needs of modern individuals. The identity of Indonesian youth relies solely on their internet searching and social media interaction. Indonesian are so familiar in browsing on the internet that it becomes an undying habit. Nowadays, we take our internet access for granted, but Indonesia used to be a country where internet access was hard to come by. But Indonesian didn’t want to let their freedom being taken away and started doing their evaluation a decade ago. If you’re down to open assigned digital marketing in Bali, then you’re on the right track. We’re more than willing to cope with any of your difficulties in the digital world. If you feel interested to join the business, we’ll help you to gain the confidence that pushes out of your limit. Konek Asia stands for Performance Marketing and will help you with strategy and execution. REVIEW OF INDONESIA’S TOP TEN GOOGLE SEARCHES Shockingly, Indonesian 2019 top searches are quite harmless. We’ll give you a review of the top 10 searches in Indonesia from google the number one search engine! General search terms Bucin. Fergus Gerd. KKN. Unicorn. Japri. Mukbang, Podcast. Santuy. Halu. We’re using our skills from Switzerland as our reference to write out some small overview below. Here are some reviews of Switzerland’s top ten searches on google in 2019 as transparent comparisons of what’s happening across the world. General search terms Wimbledon iPhone 11. Notre-Dame. Karl Lagerfeld. ATP Finals. US Open. Eurovision Song Contest. Julen. Luke Perry. Fête des Vignerons, Source INDONESIA’S ONLINE INFRASTRUCTURES IN NUMBERS There are more than 143 million users in Indonesia. Indonesia’s fast development internet economy is valued for 40 billion and will escalate to 130 billion in six years. Four sectors that are dominating come from The numbers from the review above indicate significant economic growth on average in every region in Southeast Asia. This shows 5% advancement in digital marketing annually in the past decade that gives a global effect on the development of online marketing in Bali and Indonesia. After having those fundamental shifts, Indonesia remains the largest and fastest-growing online travel market, with an increase of 39% growth in the past 18 months in travel-related searches, and has the potential to grow even bigger in the next following years. This implies that Bali can be a permanent house of countless accessible and established businesses for those who are trying to commit to Digital Marketing in Indonesia. We’ll be posting an upcoming blog about the trends in 2020. Be expectant of what we have in store! We may already spoil you a little bit We realized that modern marketing heavily revolves around well-informed marketers and data analytics. If you want to be apart of a new system in digital marketing, it will be best to consider the advancement of fast-forwarding internet world and jump into the real ecosystem as soon as possible. In which it helps you to open the grand door of new success. ContactFollow UsContact bali, bali digital marketing, bali review 2019, digital marketing 2019, digital marketing review bali 2019, digital marketing review indonesia 2019, indonesia, online marketing review bali 2019, online marketing review indonesia 2019, review 2019
Peluangdan Risiko Digital Marketing Agency di Indonesia. Ekonomi. 2 November 2021, 19:11:00 WIB. Ilustrasi digital marketing (Pixabay) JawaPos.com- Tren bisnis digital marketing agency di Indonesia semakin digandrungi anak muda. Kecenderungan menawarkan barang atau jasa di internet semakin tinggi. Apalagi memasuki era digital, menggunakan
1. IntroductionThe combination of behaviors and uses of digital technology and devices are creating users reflexively when they switch to a device and act on their needs on a site or application. Generally, these actions are carried out to learn, do, find, lookout, or buy something. Because of a unanimous determination formed by the needs and preferences obtained from other users, consumer expectations will be higher, which is generally caused by company standards that seem to always be able to meet customer needs. In addition, smartphones are increasingly playing a role in influencing micro-moments. Easy access to a site encourages customers to act spontaneously. Therefore, the micro-moment is an aspect that must be taken advantage of by marketers engaged in mobile to an online news report by the Central Statistics Agency in 2020, there are million internet users in Indonesia. This number increased by million 15% from million users in 2018. The growth in the number of internet users was influenced by leaps in communication technology development and the onset of a pandemic that limited social mobility. These created a trend of automation and data exchange, especially for active internet users, who are mostly in the Millennial consumption of food is related to public and individual health, the climate, social stability, the environment, and the economy Reisch et al., Citation2013; Reynolds et al., Citation2015. Therefore, it has been a significant subject of many studies Godfray et al., Citation2018; Mak et al., Citation2012; Notarnicola et al., Citation2017; Sarkodie & Strezov, Citation2019. Furthermore, food intake habits are changing through shifting generations Bumbac et al., Citation2020. Particularly, Millennials began increasingly preferring technology-friendly goods and services Shermon, Citation2017. Therefore, new marketing tactics are considering by the companies. For example, social media influencers and bloggers are increasingly becoming more relevant in influencing the buying intentions of particularly younger generations and becoming more regarded as marketing tools Chopra et al., Citation2020; Gordon, Citation2017. Moreover, there is an increase in demand and the need to increase the global production of food consumption, to improve the environment, and to ensure public health Notarnicola et al., Citation2017.Street cuisines frequently represent traditional indigenous cultures and come in an infinite variety. There is a great deal of variation in both the raw materials and the preparation of street food beverages, snacks, and meals Alfiero et al., Citation2017. Vendors’ stalls are typically positioned outdoors or beneath an easily accessible area. They provide low-cost seating, and costs such as air conditioning systems are avoided Gupta & Sajnani, Citation2019. Their success however is entirely dependent on their geographic position and word-of-mouth promotion. The street food vendors are often owned and run by low-income individuals or families; their commerce benefits the entire local economy. Vendors, source their fresh food locally, establishing direct connections between their businesses and small-scale farms and market gardens Alfiero et al., Citation2017.While big restaurants typically located indoors, make significant investments in seats, air conditioning, and bright décor Sagi, Citation2021. Almost all, marketing techniques are based on advertising, sponsorship, and special offers designed to foster brand loyalty. Typically, owners enter into a franchise agreement with a transnational corporation that also controls raw materials, the menu, and the method of preparation. Profits created by foreign-controlled fast food businesses frequently might flow out of the country Sagi, Citation2021.Street food micro-industries are critical to many municipalities’ economic planning and development. The importance of street food vendors to developing country economies such as Indonesia has been grossly underestimated and overlooked Bricas, Citation2019. The importance of the street food industry has frequently been overlooked due to its classification as an informal sector. However, this phenomenon has persisted for a longer period of time and may be less transitory than previously predicted. In Indonesia, urban regions, the informal sector appears to be increasing faster than the formal sector. Due to the rapid growth of urban populations and growing awareness of the restricted employment opportunities produced by large-scale enterprises, planners are beginning to recognize the informal sector’s relevance Alfiero et al., Citation2017.In addition, the advent of the coronavirus pandemic in 2019 Covid-19 had a major effect on the global food industry at various levels, including manufacturers, processors, and consumers Galanakis, Citation2020. Notably, as the coronavirus pandemic has evolved the public’s hygiene behavior and changed consumption habits Esobi et al., Citation2020. In addition, it changes the views, habits, and attitudes of consumers towards food consumption which may contribute to a shift in the potential diets of consumers Jeżewska-Zychowicz et al., Citation2020. As this infectious disease is new and its longevity is not understood, more data and knowledge need to be gathered to explore the effects of the coronavirus pandemic on evolving patterns of food response to the Covid-19 crisis, the Indonesian government has announced regulations executing Large Scale Social Distancing to alleviate the spread of the deadly virus Olivia et al., Citation2020. Cities implementing Social Distancing program are Bandung, Jakarta, Surabaya, Makassar, and Bogor. The restraints comprise of provisional closing of schools, offices, limited access to public areas and closure of social, religious, and cultural locations. There are also transportation controls taking place Olivia et al., Citation2020. As result, there is a significant decrease in tourist arrivals into the country Caraka et al., Citation2020. Moreover, Indonesians themselves switched to prepare their meals at home. Consequently, restaurants are striving to survive at every level. Estimations suggest that a hundred thousand restaurant personnel have lost their jobs Pradesha et al., Citation2020. Confronted with revenue decline, several eateries, cafes, and restaurants are shut down as they were not able to pay rentals, salaries, and utilities Mayasari et al., Citation2020.The uniqueness of Indonesian’s street food contributes to its reputation as a food paradise among tourists domestic and overseas. Indonesia’s stalls and street food are one of the major groups in food service, mainly providing meals for low to middle-income consumers Gupta et al., Citation2018. Due to the pandemic, sales at these merchants have reduced significantly Potia & Dahiya, Citation2020. Many street food sellers have had to temporarily close their business which mostly was their only family income. The majority of their customers are now shifted to self-made meals or dine-in areas. However, a few have been capable to use delivery or take away services Potia & Dahiya, Citation2020.Restaurants had to rely on a limited number of food selling strategies before COVID-19, which will, unfortunately, become obsolete in the post-COVID-19 conditions. This Covid-19 pandemic has altered the population’s patterns as people are becoming increasingly concerned with their health Zeb et al., Citation2021. In this situation or conditions their buying behavior changes. Consumers can no longer be able to walk to a particular shop or restaurant. They also might need information or reviews that can help them consider purchasing decisions Elia et al., Citation2021.They try to discover new strategies to improve their immune system, which will aid them in combating this deadly disease. This epidemic has shifted the mindset in general. This new paradigm entails greater sensitivity and more innovative tactics to meet client demands and desires Zeb et al., Citation2021. In a post-COVID-19 world characterized by social alienation, the restaurant business will have to remake itself entirely. The situation is even more serious and precarious for food street vendors. They may find this period more challenging as a result of the transparency involved in meal preparation. This is a difficult period for the entire sector, from upscale restaurants to the modest street seller with a stand on the corner of the street Zeb et al., Citation2021.On the other hand, despite the significant decline in dine-in and street food customers, Indonesia’s biggest food delivery applications such as Grab food and Gojek, have experienced a significant increase in orders for their delivery services Suryo, Citation2020. Consequently, to tackle the long-term consequences of the COVID-19 pandemic, and due to behavior changes during the lockdowns, it is crucial to consider safer purchase behaviors such as the online ordering of food has become one of the most common platforms in recent years for capturing and sharing personal thoughts, ideas and opinions related to events in daily life Glucksman, Citation2017. After using goods and services, individuals often blog their comments and therefore customers seek advice before purchasing websites and social media. Consequently, before making a buying decision, blogging has become a critical actively use social media, and for sharing social media YouTube is the most accessed platform, namely 88 percent of total social media users in 2019 Briliana et al., Citation2020. Information dissemination with various video content can be found on YouTube, one type of which is the video blog often called a vlog. The vlog video phenomenon has become a remarkable trend among Indonesians today. A vlog is journalistic video documentation on the web that contains depictions of life, thoughts, opinions, and interests. Vlog content varies greatly, one kind being the food vlog. As the name implies, food vlogs discuss anything related to food. The emergence of food vloggers has a special appeal for vlog lovers and food lovers. Food vloggers provide detailed information or explanations about the foods they have tried. The package this in video form and upload their information on YouTube. By consulting a food vlogger, consumers feel it is easier to choose food products and the value of these foods is increased. One convenient aspect is the existence of reviews from other parties, in this case, the food vlogs, whether positive or negative, including detailed food information, advantages and disadvantages as well as their impressions after trying the food. The advantage to a video uploader on YouTube is that they are paid at a rate depending on the number of viewers of each studies examined several variables influencing the blogs readers and vlog watchers’ intentions Salloum et al., Citation2018; Hughes, Lepkowska-White & Kortright, Citation2018; Sajjad & Zaman, Citation2020. Moreover, because of the significant decrease in attendance in public areas and movement control by the Indonesian government, consumers need reliable and useful information to better understand food products and subsequently support their purchasing Briliana et al. Citation2020 found that current technological developments have created business opportunities in digital media and food vloggers are taking advantage of these opportunities to present interesting content. The YouTube platform allows Indonesian vloggers to showcase their culinary interests and activities in an interesting and informative way. The more viewers, the more money they receive. This has increased the number of food vloggers who are increasingly in demand. However, on online social media, there are many product reviews not all of which are trustworthy Shi & Liao, Citation2017. So, this study includes source credibility theory to identify the factors that make a review credible. Furthermore, research conducted by Djafarova and Rushworth Citation2017 states that credibility derives from the sources of reviews, the reviewer’s expertise and the trust developed by-products be reviewed empirical observation, trust and usefulness of blogs have already been identified as important factors in online shopping behaviors AlSaleh, Citation2017. From a marketing perspective, blogging and vlogging have been viewed as new types of electronic word of mouth ALNefaie et al., Citation2019. Information acceptance of eWOM more effectively influences online consumer buying behavior Erkan & Evans, Citation2016. Comparing with conventional media and online communities, the contents of blogs are relatively more useful and trusted among consumers Lepkowska-White & Kortright, Citation2018. Additionally, experiments have suggested that the reputation of the blogger also significantly influences customers’ attitudes toward a seller or product Jia Miin et al., Citation2020. Well reputed bloggers value their fiercely gained reputation and chose their recommendations or services carefully. It is recognized that bloggers’ recognized believability eventually precedes to consumers’ acceptance of products AlSaleh, Citation2017. Consequently, blog readers decide their buying choices by interacting with bloggers, reading reviews, or conforming to a blogger’s there is a critical need to study changes in Indonesian consumers’ attitudes and behaviors towards the Indonesian street food industry or possible ways to help this major industry to survive. While some researchers have studied factors that influence buying intentions toward food consumption, such as sustainable consumption, there are very few studies that addressed bloggers’ recommendations as a formidable marketing strategy which affects consumers’ intentions to buy Indonesian street purpose of this study is to examine the correlations between authenticity, mobile app usefulness, credibility, attitude toward online food vlogger reviews, and Intention to use food vlogger reviews for purchase decisions. Several studies of the effects of vlogging on consumers have been conducted in online reviews Arviansyah et al., Citation2018; Hill et al., Citation2017; Lee & Watkins, Citation2016. However, previous research has only focused on the driving factors that influence consumer behavior, such as mobile app usefulness, which identifies the use of social media when choosing tourist destinations Jalilvand et al., Citation2012, and reviews of beauty vloggers Liu et al., Citation2019 However, there is little empirical research that focuses solely on Indonesian street food Briliana et al., Citation2020 and there is still very limited research that analyses the effect of Millennial attitudes to online food vlogger reviews, especially at this time of the COVID-19 pandemic. This study aims to review and analyze literature related to the understanding gap in the purchasing behavior of Indonesian local street food consumers using the technology acceptance model TAM, and to examine the effect of mobile app usefulness, authenticity, credibility and Millennial attitudes towards online food vlogger reviews during the The technology acceptance model TAMDeveloped byDavis Citation1989 the technology acceptance model TAM is a behavioral theory of the use of computer technology. It is based on Fishbein’s Theory of Reasoned Action TRA Fishbein & Ajzen, Citation1975, which uses a person’s intentions to explain their behavior from a social psychology perspective. Two constructs determine intention the individual’s intention to act and the social norms or belief that certain people or groups will approve or disapprove of the behavior. Whereas TRA explains human behavior in general, TAM describes specifically what determines overall computer use; how users behave with various end-user computing EUC technologies and the characteristics of populations of is a model for predicting and explaining how technology users accept and use technology related to their work. The TAM model is derived from a psychological theory to explain the behavior of users of information technology, which refers to the relationship among a user’s belief, attitude, intention, and behavior. This theory models a person’s behavior as a function of behavioral Literature Intention to use food vlogger reviews for purchase decisionsThe intention is an individual desire to perform certain behaviors which can be explained through the Theory of Planned Behavior TPB which is a development of the Theory of Reasoned Action TRA. The intention reflects the individual’s motivation to try to behave in a certain way Ajzen, Citation2005. Interest can be indicated as to how strong a person’s belief is to try or perform a certain action, and how much effort will be used to perform a behavior Khazaei, Citation2020. The intention has a high correlation with behavior; therefore, it can be used to predict behavior. Purchase intention is a choice made by customers after analyzing several similar products Khazaei, Citation2019. Customers will make product selections according to their behavior, the results of the analysis of the benefits of recommendations and habits Briliana et al., Citation2020. Chieh Keng-Chieh et al. Citation2017 state that when viewers pay attention to advertisements displayed on the YouTube platform, they may be interested in buying products or AuthenticityAuthenticity is the result of conceptual understanding of culture and history related to ancient markers, origins, and heritage Bryce et al., Citation2015. According to Pratt Citation2007, authenticity indicates shared meanings, namely being original and genuine. Ram et al. Citation2016 define authenticity and attachment to place in tourism, by focusing from a cognitive perspective on the visitor attractions sector and how authentic their experience is. Meanwhile, Richards and Wilson Citation2006 argue that authenticity is a quality attribute associated with special food and cuisine from a certain area, that results from the cultural processes of the place. Moreover, Luoma-aho et al. Citation2019 argued that the audiences’ input on the vlog has a greater influence on the perception of the vlogger’ authenticity than the negative or positive valence of the advertised content. In addition, authenticity is also related to the atmosphere, facilities, and capacity of the place to reflect the form of local street food services. According to Pine and Gilmore Citation2008, authenticity is considered in the tourism industry as an important asset for providers of services for tourists, who are looking for genuine experiences and are not satisfied with cheap and low-value street food is historically, geographically or culturally connected to a group of people who perceive themselves or others as unique people with distinct cuisine Luoma-aho et al., Citation2019. By expanding on this concept, a food stall that sells food that is geographically or ethnically associated with a culture other than that of the consumer. It is critical for street food to maintain an appearance and authenticity in order to remain appealing to their clients. Since authenticity described by a vlogger may influence customers’ perceptions of street food The following hypothesis is generated H1. Authenticity impacts attitude toward online food vlogger reviews Mobile app usefulnessRauniar et al. Citation2014 defines mobile app usefulness as the extent to which users of social media believe that accessing a particular site helps meet the needs of individuals who have high expectations. The usefulness of the mobile application of online food aggregators influences the buying choice of a customer and consequently leads to a change of food purchasing behavior Kapoor & Vij, Citation2018. Each social media application offers specific key services, and services and adds utilitarian value for its audience. Research from Rojas-Osorio and Alvarez-Risco Citation2019 indicates that the use of mobile applications and other variables influences behavioral intention to use or to continue using certain technology systems. The results of an investigation by E. Y. Lee et al. Citation2017 showed that perceived ease of use, and perceived usefulness influence customers’ attitude toward the usage of mobile apps when ordering foods online. In their research, Phuong and Vinh Citation2017 found that the ease of use of mobile applications affects the intention to use the technology. This means that the higher the level of confidence users have in an application, if the system improves their work performance, the higher their commitment will be to continue using it. According to the decision above the following hypothesis is generated H2. Mobile app usefulness impacts attitude toward online food vlogger reviews CredibilityCredibility is a term that refers to an individual’s assessment of the truthfulness of a piece of information. It is a multidimensional concept that enables the information receiver to evaluate the source or transmitter of the communication in connection to the information. This rating reflects the receiver’s willingness to assign truth and substance to the information. Apart from knowledge and trustworthiness, the factor credibility has been contested in literature that improves intrentions toward purchasing a product. Hsu and Tsou Citation2011 claim that credibility is a critical factor of consumer blog participation and has a beneficial effect on purchasing intentions. The credibility of a source has long been regarded to have the ability to affect a person’s behavior in order to boost the trustworthiness and accuracy of a message or piece of information delivered to a consumer, particularly for new food and beverage services. Thus, the food vlogger’s ability to explain authentic flavors, the excellence of food and beverages accessible in street food, and to do so through honest and objective evaluations aims to preserve the subscribers’ trust and H3. Credibility impacts attitude toward online food vlogger reviews Attitude toward online food vlogger reviewsAttitude describes individual feelings in general about approval or disapproval of a certain behavior, and intention describes a person’s willingness to perform certain behaviors. Expectancy value theory defines attitude as the way a person holds strong beliefs and assesses behavioral outcomes. This is because attitudes causally link beliefs and behaviors in the relationship among belief, attitude, intention, and behavior, with the understanding of the TAM to explain how and predict whether users will accept information systems Abbasi et al., Citation2020. Meanwhile, Cuauhtemoc and Ivonne M Citation2015 define attitudes towards advertising on social networks as the tendency to respond in favor of or negatively to advertising content on social networking platforms. This can take the form of banner and sponsored advertising, pages that display products, text messages, targeted polls, or incentives. In determining tourism destinations, previous travel experiences and attitudes towards visiting a destination are strong indicators of interest and choice that ultimately lead to a decision Jalilvand et al., Citation2012 . The study of Briliana et al. Citation2020 shows that Millennial attitudes are often influenced by food vlogger reviews. It is very important for them to have local street food recommendations to follow, as they are unfamiliar with the quality beforehand. Therefore H4. Attitude toward online food vlogger reviews impacts intention to use food vlogger reviews for purchase decisions significantly. The research model is illustrated in Figure online marketing of Indonesian street food in JakartaPublished online06 November 2021Figure 1. Conceptual modelFigure 1. Conceptual model3. MethodsThe study used a quantitative method to collect and analyze the data. Data were collected from randomly distributed surveys in different parts of Jakarta, Indonesia. Smart PLS software has been utilized as a tool for analyzing the data. Path analysis has been used to measure correlations among latent variables in the proposed model. The sample size of the study was 405. The respondents of the study were consumers of local Indonesian street food in Jakarta, Indonesia. The study was conducted in September—October 2020 through online surveys, which was appropriate considering the vlogging context. Screening questions ensured that the respondents who satisfied the criteria were Millennials who use YouTube; consumers who regularly access food vlogger reviews of local Indonesian street food; subscribers to Nex Carlos, Boengkoes or Street Food Village in particular; food vloggers who often review traditional street food; and consumers who regularly buy local Indonesian street food, especially on the recommendations of a food vlogger and during the COVID-19 situation. A seven-point Likert scale formed the basis of the questionnaire that was used to collect data for each construct of the research model Khazaei & Tareq, Citation2021. The measurement scale items used had been validated in previous studies by Alhassan et al., Citation2019; Jalilvand et al., Citation2012; Keng-Chieh et al., Citation2017; Ram et al., Citation2016; Rojas-Osorio & Alvarez-Risco, Citation2019. shows the measurement items of the online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 1. Measurement items of the study The study used Smart PLS software as a tool for analyzing the data. PLS facilitated the researchers’ ability to initiate the synchronous calculation of intricate interrelationships in associating multiple numbers of constructs and indicators that possess direct, indirect or mediating relationships. PLS measures correlations among latent variables by outlining the parameters for the equations in the path model and merging prime component analysis Hair et al., Citation2017. The corresponding information below provides the outcomes of the outer model, convergent validity and composite et al. Citation2017 defined two methods for estimating SEM parameters covariance-based estimation the most widely used being LISREL and variance-based estimation the most popular being PLS. They characterized SEM as a second-generation methodology that should be used when the limitations of other commonly used methods regression-based methods have been reached, when there are several independent and dependent covariance-based techniques attempt to duplicate the empirical covariance matrix, Bentler and Huang Citation2014 note that PLS strives to maximize the variance explained by the dependent variables. Three components comprise the PLS model structural elements, measurement elements, and weight connections Bentler & Huang, Citation2014. While the structural component illustrates the relationships between hidden variables, the measurement component illustrates the relationship between hidden variables and their indicators Bentler & Huang, Citation2014.Through distinct ordinary least squares regressions, the approach calculates the partial regression relationships in the size and structural models. Hair et al. Citation2017 demonstrate how PLS-SEM produces substantial findings when the methodologies used are accurate, regardless of whether the data come from a standard or composite model PLS-SEM can be utilized with smaller samples, however the sample size must take into account the population’s needs Bentler & Huang, Citation2014. If all other variables remain constant, the greater the heterogeneity, the larger the sample size required to attain a level of sampling error that is tolerable Bentler & Huang, Citation2014. Without adhering to the fundamental methodologies outlined by Hair et al. Citation2017, dubious results are generated. Researchers should conduct power studies to determine the hypothesis’s model structure, expected significant value, and effect magnitude. Alternatively, Hair et al. Citation2017 demonstrated how to accurately determine the sample size required for various measurement and structural modeling the researchers choose PLS-SEM to test a theoretical framework from a prediction standpoint when a complex structural model consists of multiple buildings, indicators, and/or model relationships and the research objective is to gain a better understanding of the increasing complexity of established theories through the examination of theoretical extensions exploratory analysis for theory development.4. Analysis and RespondentsMost of the respondents 55% were 21 to 23 years old. Approximately were working students, while 75% consumed street food in groups with friends. Most of them have been YouTube members for at least six years. They also routinely posted information about their experiences of Indonesian street food cuisine on social Measurement and analysisThe consistency and validity of measures were investigated again in this study. The result of Composite Reliability CR, Convergent Validity, Average Variance Extracted AVE and Discriminant Validity tests are shown in . As suggested by Hair et al. Citation2017, the Composite Reliability values are all more than which indicates an acceptable consistency among the measurement online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 2. Reliability, convergence, and discriminant validity also shows that the associations among different variables in the model are not more than as suggested by Kline and Rex Citation2010. Moreover, the absolute association for each variable is less than the squared root of the average variances AVEs. This demonstrates the acceptable discriminant validity among those constructs Hair et al., 2010.To detect common method bias CMB in PLS-SEM, a complete collinearity evaluation methodology is applied Kock, Citation2017. Values for VIF should be less than Kock, Citation2017. This suggests that the model is immune to the technique bias associated with most models. If the value is greater than the model is susceptible to CMB. While a tolerance level of is recommended, the more stringent threshold of is often used Kock, Citation2017. As shown in , the inner VIF values are less than 5, there is a high degree of collinearity between the indicators in the formative measurement model Kock, Citation2017.The online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 3. Inner VIF values The online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 4. Test of R square The adjusted R-squared score for IT confidence interval bias corrected enables an understanding of the amount of variance explained by employability and independent factors Hair et al., 2014. The resulting model enhanced predictability and R2 values. The R-squared coefficient of determination, also known as the coefficient of determination, is the proportion of variance percentage in the dependent variable that the independent variable can explain. Thus, as a rule of thumb for assessing the strength of a link based on its R-squared value make all values positive by using the absolute value of the R-squared number. The R-squared value for IT is shown to have a moderate effect size, whereas R-squared value for AT is showed to have a significant impact size Moore et al., Citation2013. shows the test of online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 5. Test of f square The results of path analysis are illustrated in . The results show significant positive influence of Authenticity on Attitude β = P < Mobile app Usefulness on Attitude β = P < Credibility on Attitude β = P < and Attitude on Intention to use food vlogger reviews for purchase decisions β = P < online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 6. Hypotheses testing results This indicates that attitude significantly mediated the relationship between Authenticity, Credibility, Mobile app Usefulness and Intention to use food vlogger reviews for purchase decisions. Figure 2 illustrates the structural model of the online marketing of Indonesian street food in JakartaPublished online06 November 2021Figure 2. Structural equation modelFigure 2. Structural equation model5. DiscussionThe high penetration of mobile devices into society is followed by a transformation in behavior that puts all important matters on mobile devices. Changes in behavior due to changes in media have meant that society can access various sources of information quickly. As a result of the accumulation of abundant information with limited diversity, attitudes towards something good or bad are quickly to J. Lee et al. Citation2008 identified that the reviews made by consumers will have an impact on increasing information on reviews, especially online reviews have a broad reach because they can reach more people who have the same interests. In fact, according to the results of research from Petty et al. Citation1983 The more objective reviews are informed, the more effective the message is conveyed to others. As a result, the public does not prioritize information from the production authority but relies on peer-to-peer networks social media that have the same interests and needs, preferring the YouTube platform specifically for food vlogger content. Consistent with previous research, there are positive findings of the use of mobile devices while seeking information from online food vlogger reviews Jalilvand et al., Citation2012; Keng-Chieh et al., Citation2017; Ram et al., Citation2016; Rojas-Osorio & Alvarez-Risco, Citation2019. The effectiveness of using mobile devices such as smartphones is due to the YouTube platform, especially food vlogger content. Consistent with the results of a study by Luoma-aho et al. Citation2019 this study recommends that to fulfill the desire to experience authentic experiences, with the interaction between the food vloggers and their audience in the comment affects the consumers’ values and attitudes towards the product being reviewed. This is in line with another investigation by Hsu and Tsou Citation2011. They argue that credibility is a significant determinant that facilitates consumers’ blog involvement and positively influences purchasing intentions. The credibility characteristic of a source has long been believed to be able to influence a person’s behavior to increase the trustworthiness and accuracy of a message or information to be conveyed to a consumer, especially for food and beverage services that have not been tried before. Therefore, the skill of the food vlogger to describe authentic tastes, the superiority of food and beverages available in street food, through honest and objective evaluations aim at maintaining the trust and loyalty of the subscribers. This might be because COVID-19 has fundamentally altered the food industry regulations. This new paradigm entails greater sensitivity and more innovative tactics to meet client demands and desires. The situation is even more serious and precarious for food street vendors. They may find this period more challenging as a result of the transparency involved in meal preparation. This is a difficult period for the entire sector, from upscale restaurants to the modest street seller with a stand on the corner of the the impact of too much available information makes people prefer information that is packaged in the form of entertainment, narrative, fantasy, or drama, but when packaging commercial information as entertainment, logic and facts must still be considered. The combination of changing population demographics, intensive use of micro-electronics, and deteriorating environmental conditions, encourage new consumer behavior such as always being connected to the internet. Online consumers increasingly base their transactions online so that conventional market segmentation is no longer relevant. So, it is time for street hawkers to start relying on social media for promotion. This is because when consumers are constantly connected and chatting, decisions are often based on recommendations from other consumers online. As the ease with which consumers can obtain information improves, they engage in more long-term thinking and more direct decision-making by considering the long-term implications of their choices. The challenge for these small businesses is that it is easier for consumers to move from one brand or service to another because they can easily compare prices and benefits digitally. Moreover, during the pandemic, consumers have been increasingly associating their purchasing decisions with the health aspects. In addition, consumers are increasingly considering environmental aspects in their purchasing decisions and using cashless payment systems as recommended by the government in relation to the procedures to reduce cash transactions during the Covid-19 crisis. Nowadays, it is common for people to use their mobile devices for shopping, transportation, finance, health, creativity, security, documentation, seeking information and meet related needs. Kapoor and Vij Citation2018 also argued that the usefulness of mobile applications influences and even alters food purchasing ConclusionIndonesia’s stalls and street food are a significant segment of the foodservice industry, supplying meals primarily to low- to middle-income clients. Due to the pandemic, these merchants’ sales have decreased dramatically. Numerous street food vendors have been forced to temporarily close their businesses, which were frequently their sole source of income. The purpose of this study was to examine and analyze the purchasing behavior of Indonesian local street food consumers using the technology acceptance model TAM, as well as the effect of mobile app usefulness, authenticity, and credibility, as well as Millennial attitudes toward online food vlogger reviews, during the pandemic. The study collected and analyzed data quantitatively. Smart PLS software was used to analyze the data. Correlations between latent variables are determined. The study’s findings indicated that there are some favorable findings of the utilization of mobile devices to gather information from online food vlogger evaluations. The effectiveness of mobile devices such as smartphones is owed to the YouTube platform, particularly food vlogger material. It might be a recommendation to satisfy the craving for authentic experiences, complete with the interaction between food vloggers and their audience via the comment section. Credibility has an effect on the consumers’ values and attitudes regarding the rated goods. The credibility of a source has long been regarded to have the ability to affect a person’s behavior to boost the trustworthiness and accuracy of a message or piece of information delivered to a consumer, particularly for new food and beverage services. This study contributed to the field of consumer behavior in the street food context. By the time the study was conducted, it was a gap in linking vlogger’s reviews to the purchasing intention of Indonesian street food, specifically during the Covid-19 pandemic. Future research needs to examine other variables that may affect attitudes and purchase decisions about street food such as subjective norms, halal food, etc. The sample also needs to be expanded. Additional research should be conducted to examine additional variables that could influence attitudes and purchasing decisions concerning street food, such as subjective norms, halal food, and so on. Additionally, the sample size should be Implications for theory and practiceThis research has practical implications such as identifying new phenomena in exchanging information, experiences and ideas among young people. They actively have an interest in street food, share opinions, or information with online users. Consequently, small businesses should maximize their presence as an intermediary for communication about the food and beverage products they offer and the experience of enjoying traditional streetThe outcomes of this study have some important implications for businesses that are looking for promoting their products, especially the foods industry. Mobile app usefulness, bloggers’ authenticity and credibility have been found that significantly affecting vlog users’ attitude and intention to purchase street foods in Indonesia. Therefore, bloggers’ recommendations appear to be an encouraging marketing approach for growing sales. Marketers can urge authentic or well-known vloggers to suggest products such as street foods to their viewers. That will influence customers’ attitudes and motivate them to buy. Moreover, the other user’s recommendations also facilitate purchasing decisions. It is therefore recommended that vlogger’s views about street foods, be discovered in mobile applications. Moreover, the respective marketing strategies seem to be different about vloggers’ credibility. For a well-known and authentic vlogger, the influence on viewers’ attitudes is higher. These outcomes suggest that street food sellers can provide trial foods for the vloggers who are able to encourage others to shop their food online through a trusted mobile the results of this investigation will be useful for vloggers, sellers and investors to help the street food market to survive during the pandemic and due to behavior changes during the lockdowns, shoppers must consider safer purchase behaviors such as the online ordering of street food Limitations and scope for further researchThe recent study is a concerted attempt to show restaurants and food suppliers the way forward. The study’s primary restriction was that it was conducted during Indonesia’s lockdown time. During that point, access to the participants was extremely difficult. Now that the country is in partial lockdown, the same exercise might be repeated to ascertain the modifications made by restaurants in their operations in the new a quantitative survey method; questionnaires were used to collect all data from respondents, and because of the covid-19 epidemic, all questionnaires were given virtually to all respondents. Additionally, future qualitative research might be conducted to go deeper into the new research was conducted only with respondents who subscribe to Indonesian food vloggers located in Greater Jakarta, Indonesia. Future research needs to examine other variables that may affect attitudes and purchase decisions about street food such as subjective norms, halal food, etc. The sample also needs to be expanded. DataProduk Kecantikan Terlaris Di E-Commerce. Minat menggunakan make-up sedang digandrungi oleh semua wanita di Indonesia, terutama generasi milenial. Tak heran, jika banyak produk kecantikan yang muncul ke pasaran. Banyaknya produk kecantikkan yang dijual di toko retail dan online membuat perempuan lebih gampang membelanjakan uangnya untuk This page contains all the data, insights, and trends you need to help you understand how people in Indonesia use connected devices and services in find our complete Digital 2022 report on Indonesia in the “full report” section below, but let’s start by taking a look at the essential headlines for digital adoption and use in Indonesia this population in 2022Indonesia’s total population was million in January show that Indonesia’s population increased by million + percent between 2021 and percent of Indonesia’s population is female, while percent of the population is the start of 2022, percent of Indonesia’s population lived in urban centres, while percent lived in rural gender data are currently only available for “female” and “male”.Indonesia’s population by age The median age of the population in Indonesia is additional context, here’s a look at how the population in Indonesia breaks down by age group percent of Indonesia’s population is between the ages of 0 and percent of Indonesia’s population is between the ages of 5 and percent of Indonesia’s population is between the ages of 13 and percent of Indonesia’s population is between the ages of 18 and percent of Indonesia’s population is between the ages of 25 and percent of Indonesia’s population is between the ages of 35 and percent of Indonesia’s population is between the ages of 45 and percent of Indonesia’s population is between the ages of 55 and percent of Indonesia’s population is aged 65 and percentages may not sum to 100 percent due to use in Indonesia in 2022There were million internet users in Indonesia in January internet penetration rate stood at percent of the total population at the start of analysis indicates that internet users in Indonesia increased by million + percent between 2021 and perspective, these user figures reveal that million people in Indonesia did not use the internet at the start of 2022, meaning that percent of the population remained offline at the beginning of the issues relating to COVID-19 continue to impact research into internet adoption, so actual internet user figures may be higher than these published numbers suggest see here for further details.For the latest insights into internet adoption and use around the world, follow our regular Global Statshot global see how Indonesia’s current “state of digital” compares with connectivity in other countries by reading our flagship Digital 2022 Global Overview Report, which includes hundreds of slides of global digital data, and our in-depth analysis of what these numbers might mean for you. Internet connection speeds in Indonesia in 2022Data published by Ookla indicate that internet users in Indonesia could have expected the following internet connection speeds at the start of 2022Median mobile internet connection speed via cellular networks fixed internet connection speed data reveals that the median mobile internet connection speed in Indonesia increased by Mbps + percent in the twelve months to the start of Ookla’s data shows that fixed internet connection speeds in Indonesia increased by Mbps + percent during the same media statistics for Indonesia in 2022There were million social media users in Indonesia in January number of social media users in Indonesia at the start of 2022 was equivalent to percent of the total population, but it’s important to note that social media users may not represent unique individuals see our detailed notes on data to learn why.Kepios analysis reveals that social media users in Indonesia increased by 21 million + percent between 2021 and fresh insights our handy social media overview page helps you stay up to date with social media trends, offering essential headlines for social media adoption, as well as the latest user figures for the world’s most widely used social media users in Indonesia in 2022Data published in Meta’s advertising resources indicates that Facebook had million users in Indonesia in early Meta made important changes to the way its advertising resources report audience reach data at the end of 2021 – including making significant revisions to its base audience data for Facebook – so the figures shown here are not directly comparable with figures published in our previous reports. To learn more about these changes, please see this article, as well as our comprehensive notes on company’s revised audience figures mean that Facebook’s ad reach in Indonesia was equivalent to percent of the total population at the start of Facebook restricts the use of its platform to people aged 13 and above, so it’s also worth highlighting that percent of the “eligible” audience in Indonesia uses Facebook in additional context, Facebook’s ad reach in Indonesia was equivalent to percent of the local internet user base regardless of age in January the start of 2022, percent of Facebook’s ad audience in Indonesia was female, while percent was Meta’s advertising resources only publish audience gender data for “female” and “male” for more Facebook stats? Click here to explore our in-depth Facebook data for every country in the users in Indonesia in 2022Updates to Google’s advertising resources indicate that YouTube had million users in Indonesia in early figure means that YouTube’s 2022 ad reach was equivalent to percent of Indonesia’s total population at the start of the put those figures in perspective, YouTube ads reached percent of Indonesia’s total internet user base regardless of age in January that time, percent of YouTube’s ad audience in Indonesia was female, while percent was Google’s advertising resources only publish audience gender data for “female” and “male” more social media numbers? Our platform guides help you make sense of all the latest stats for the world’s biggest social media users in Indonesia in 2022Numbers published in Meta’s advertising tools indicate that Instagram had million users in Indonesia in early figure suggests that Instagram’s ad reach in Indonesia was equivalent to percent of the total population at the start of the Instagram restricts the use of its platform to people aged 13 and above, so it’s helpful to know that percent of the “eligible” audience in Indonesia uses Instagram in also worth noting that Instagram’s ad reach in Indonesia at the start of 2022 was equivalent to percent of the local internet user base regardless of age.In early 2022, percent of Instagram’s ad audience in Indonesia was female, while percent was Meta’s advertising resources only publish audience gender data for “female” and “male” for more Instagram stats? Click here to explore our in-depth Instagram data for every country in the users in Indonesia in 2022Figures published in ByteDance’s advertising resources indicate that TikTok had million users aged 18 and above in Indonesia in early that ByteDance allows marketers to target TikTok ads to users aged 13 and above via its advertising tools, but these tools only show audience data for users aged 18 and context, ByteDance’s figures indicate that TikTok ads reached percent of all adults aged 18 and above in Indonesia at the start of TikTok’s ad reach in Indonesia was equivalent to percent of the local internet user base at the beginning of the year, regardless of early 2022, percent of TikTok’s ad audience in Indonesia was female, while percent was ByteDance’s advertising resources only publish audience gender data for “female” and “male” for more TikTok stats? Click here to explore our in-depth TikTok data for every country in the to stay up to date with digital trends? Our quarterly briefings and custom advisory services help you make sense of all the latest digital trends, enabling you to turn data into insights, action, and results. Learn more at Messenger users in Indonesia in 2022Data published in Meta’s advertising resources indicate that ads on Facebook Messenger reached million users in Indonesia in early Meta made important changes to the way its advertising resources report audience reach data at the end of 2021 – including making significant revisions to its base audience data for Facebook Messenger – so the figures shown here are not directly comparable with figures published in our previous reports. To learn more about these changes, please see this article, as well as our comprehensive notes on company’s revised audience numbers suggest that Facebook Messenger’s ad reach in Indonesia was equivalent to percent of the total population at the start of the Messenger restricts the use of its platform to people aged 13 and above though, so it’s also worth highlighting that ads reach percent of Facebook Messenger’s “eligible” audience in Indonesia in additional context, Facebook Messenger’s ad reach in Indonesia is equivalent to percent of the local internet user base regardless of age.At the start of 2022, percent of Facebook Messenger’s ad audience in Indonesia was female, while percent was Meta’s advertising resources only publish audience gender data for “female” and “male” for more Facebook Messenger stats? Click here to explore our in-depth Facebook Messenger data for every country in the users in Indonesia in 2022Figures published in LinkedIn’s advertising resources indicate that LinkedIn had million “members” in Indonesia in early note that LinkedIn’s advertising tools publish audience reach data based on total registered members, rather than the monthly active users that form the basis of the ad reach figures published by most other social media a result, these LinkedIn figures are not directly comparable with the figures for other social media platforms published on this page, or in our Digital 2022 company’s advertising reach figures suggest that LinkedIn’s audience in Indonesia was equivalent to percent of the total population at the start of restricts the use of its platform to people aged 18 and above though, so it’s also helpful to know that percent of the “eligible” audience in Indonesia uses LinkedIn in additional context, LinkedIn’s ad reach in Indonesia was equivalent to percent of the local internet user base regardless of age at the start of the early 2022, percent of LinkedIn’s ad audience in Indonesia was female, while percent was LinkedIn’s advertising resources only publish audience gender data for “female” and “male” for more LinkedIn stats? Click here to explore our in-depth LinkedIn data for every country in the data for every country on Earth visit our online library to browse all of our reports, including the latest digital data for every country in the world, and more than a decade of historical numbers, trends, and users in Indonesia in 2022Data published in Snap’s advertising resources indicate that Snapchat had million users in Indonesia in early figure means that Snapchat’s ad reach in Indonesia was equivalent to percent of the total population at the start of the Snapchat restricts the use of its platform to people aged 13 and above, so it’s also worth noting that percent of the “eligible” audience in Indonesia uses Snapchat in additional context, Snapchat’s ad reach in Indonesia was equivalent to percent of the local internet user base regardless of age at the start of the early 2022, percent of Snapchat’s ad audience in Indonesia was female, while percent was advertising resources only publish audience gender data for “female” and “male” users, but the figures published for these demographics don’t always add up to the total user figure, so percentages shown here may not sum to 100 for more Snapchat stats? Click here to explore our in-depth Snapchat data for every country in the users in Indonesia in 2022Numbers published in Twitter’s advertising resources indicate that Twitter had million users in Indonesia in early figure means that Twitter’s ad reach in Indonesia was equivalent to percent of the total population at the Twitter restricts the use of its platform to people aged 13 and above, so it may be helpful to know that percent of the “eligible” audience in Indonesia uses Twitter in additional context, Twitter’s ad reach in Indonesia was equivalent to percent of the local internet user base regardless of age at the start of the due to anomalies in the source data, we regret that we’re currently unable to provide insights into Twitter’s ad audience by for more Twitter stats? Click here to explore our in-depth Twitter data for every country in the deeper click here to access all of the reports in our Digital 2022 connections in Indonesia in 2022Data from GSMA Intelligence shows that there were million cellular mobile connections in Indonesia at the start of note that many people around the world make use of more than one mobile connection – for example, they might have one connection for personal use, and another one for work – so it’s not unusual for mobile connection figures to significantly exceed figures for total Intelligence’s numbers indicate that mobile connections in Indonesia were equivalent to percent of the total population in January number of mobile connections in Indonesia increased by 13 million + percent between 2021 and quick stats for other countries? Click here to read our Digital 2022 Country Headlines Report, with essential digital data for every country in the resourcesJust before we get to the full report, here are some suggestions for further reading, which will provide additional context for our full set of Digital 2022 numbers for IndonesiaRead our complete Digital 2022 Global Overview Report to get a comprehensive overview of the “state of digital” around the world in here to see all of the Global Digital Reports we’ve published on Indonesia over the past all of our reports on countries in Southeastern Asia by clicking our complete online reports library to find all of the free! reports in the Global Digital Reports you’d like to receive updates when we publish new reports, click here to sign up for our reportYou’ll find our complete Digital 2022 Indonesia report in the SlideShare embed below click here if that’s not working for you.
Indonesiasudah memasuki era globalisasi atau era digital yang ditandai oleh adanya kegiatan dalam kehidupan sehari-hari masyarakat Indonesia yang serba digitalisasi dan otomatis, khususnya masyarakat di perkotaan. Era digital memudahkan kehidupan masyarakat modern dimana hubungan masyarakat dapat terjalin dimanapun, kapanpun dan terhubung satu
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Largeforeign tech companies have been investing heavily in Indonesia’s digital landscape. For example, Tokopedia, one of Indonesia’s largest e-commerce platforms, recently secured US$1.1 billion from China’s Alibaba investor group. Similarly, Go-Jek, Indonesia’s first unicorn — a privately held start-up company
Digital Marketing di Indonesia Tahun 2019 diperkirakan akan tumbuh pesat menurut Laporan Tren Iklan Digital Global 2019 PubMatic . Diperkirakan pengeluaran Digital Marketing Indonesia akan mencapai $ 2,6 miliar sekitar Rp36,5 triliun tahun ini atau meningkat 26 persen dibandingkan tahun lalu. Ini adalah tingkat pertumbuhan tertinggi, mengalahkan negara-negara Eropa seperti Rusia, Irlandia, Swedia, Prancis, Belanda, Italia, dan Swedia. Sebenarnya, total pengeluaran Digital Marketing Indonesia pada tahun 2019 masih kecil dibandingkan dengan Amerika dan Cina dalam laporan PubMatic . Kedua negara tersebut adalah satu-satunya pasar dengan pengeluaran iklan digital lebih dari $ 10 miliar yang diproyeksikan akan tumbuh pada tingkat dua digit pada tahun 2019. Namun, dalam hal persentase pertumbuhan setiap tahunnya , mereka masih kalah dengan negara-negara berkembang seperti Indonesia dan India. Baca Juga 7 Alasan Digital Marketing Sangat Penting Untuk Bisnis Anda Jika dilihat dari % perubahan setiap tahunya , Indonesia berada di posisi teratas dengan persentase pertumbuhan mencapai 26 persen. Diikuti oleh India 20% di tempat kedua, Rusia 19%, Thailand 15%, dan Meksiko 15% yang berada di posisi lima teratas, termasuk Indonesia. Digital Marketing pasar Indonesia yang berkembang karena sejumlah faktor. Salah satunya adalah meningkatnya jumlah pengguna internet yang kini melebihi setengah dari total populasi Indonesia yang mencapai 265,4 orang. Selain itu, pengembangan fitur periklanan di media sosial dan tren belanja online juga mendorong bisnis untuk berkampanye untuk merek dan mempromosikan ke ranah digital. PubMatic juga mencatat bahwa belanja iklan digital global tahun 2019 diproyeksikan mencapai $ sekitar , 601 triliun tumbuh 48,5 persen. Juga, pada tahun berikutnya, ia meramalkan bahwa angka itu bisa mencapai $ 380,40 miliar sekitar Rp5 , 346 triliun atau tumbuh 54,5 persen. Ketika merujuk pada data ini, hingga 2020, sebagian besar pengeluaran iklan akan dihabiskan untuk iklan digital dan ini akan perlahan-lahan mengubah tren periklanan konvensional atau tradisional. Tempat Kursus Komputer Terbaik Digital Marketing, Programming, SEO, Dll. Programmatic Ads di Pasar Digital Indonesia Iklan terprogram Progammatic Ads menjadi salah satu metode atau interaksi yang membedakan antara iklan digital dan konvensional. Dalam iklan terprogram, hampir semua transaksi dapat diselesaikan secara otomatis pada satu platform. Mulai pilih layanan produk, konsultasi melalui chatbots , hingga proses pembayaran. Bahkan, hampir setiap biro iklan telah mengadopsi sistem programatik untuk memberikan kenyamanan dan efisiensi dalam transaksi. Menurut PubMatic , tren ini juga akan bergerak positif pada tahun 2019. Dari total pengeluaran iklan digital secara global, dua pertiga akan dihabiskan untuk iklan terprogram. Baca Juga 8 Cara Ampuh untuk Meningkatkan Perfoma Websitemu Di pasar Digital Marketing Indonesia, tren iklan terprogram sejalan dengan tren global. Iklan terprogram di Indonesia diprediksi oleh PubMatic akan mengalami peningkatan pesat pada 2019. Diperkirakan total pengeluaran untuk iklan terprogram di Indonesia akan meningkat sebesar 89 persen, mencapai sekitar $ 500 juta sekitar Rp7 triliun tahun ini. Dengan pertumbuhan ini, pasar iklan terprogram Indonesia telah menjadi yang paling cepat berkembang pada 2019 bersama dengan India 47% dan Brasil 45%. Tingkat pertumbuhan ini jauh melebihi negara-negara Eropa seperti Perancis 26%, Jerman 19%, dan Italia 19%. Meski begitu, dalam hal jumlah nilai yang dihabiskan, Indonesia masih di bawah negara-negara ini. Kursus digital marketing terbaik Iklan Seluler Mobile Ads di Pasar Digital Indonesia Teknologi seluler, yang sekarang hampir menjadi tren teknologi secara umum, juga mendorong pertumbuhan belanja iklan seluler di dunia. PubMatic memperkirakan bahwa total belanja seluler tahun ini akan melebihi $ 200 miliar sekitar $ 2,811 triliun. PubMatic melaporkan bahwa tingkat pertumbuhan di sektor ini akan tetap berada di wilayah dua digit hingga 2022. Mirip dengan iklan terprogram, sektor iklan seluler di pasar periklanan digital Indonesia telah menjadi pasar dengan pertumbuhan tercepat pada tahun 2019. Pertumbuhan pasar iklan seluler Indonesia dari tahun 2018 hingga 2019 diprediksi oleh PubMatic akan mencapai 34 persen. Kursus Digital Marketing Baca Juga Cara Meningkatkan Traffict Pada Website yang Eksplosif di Tahun 2020! Persentase ini sebenarnya setara dengan Rusia, tetapi untuk jumlah yang dihabiskan, Indonesia masih unggul dari Negara Beruang Merah. Total pengeluaran iklan seluler Indonesia diproyeksikan oleh PubMatic akan mencapai $ juta sekitar Rp21 triliun. Pembelian dalam aplikasi juga dapat dianggap sebagai salah satu pendorong utama peningkatan pengeluaran iklan seluler. Bagaimanapun, adopsi internet seluler di kalangan konsumen memang didorong oleh aplikasi. Mereka menghabiskan lebih banyak waktu di sana daripada melalui web seluler. Pada kuartal kedua tahun lalu saja, pengguna perangkat seluler yang mengunduh aplikasi digital di seluruh dunia hampir mencapai 30 juta. Jadi, menampilkan promosi atau kampanye melalui aplikasi sekarang menjadi tren dalam periklanan digital. Tidak mengherankan jika aplikasi saat ini di pasar menyediakan ruang untuk beriklan. Aplikasi ROLi dan Mobile Ads ROLi , aplikasi gaya hidup digital yang dirancang oleh Telkomsel , bisa menjadi contoh. Aplikasi ini untuk pengguna ponsel Android dapat memfasilitasi pengiklan atau merek untuk mempromosikan produk mereka ke pelanggan Telkomsel yang tersebar di seluruh negeri. Saat ini, sekitar pelanggan Telkomsel telah mengunduh ROLi ke perangkat seluler mereka. Baca Juga 6 Hal Yang Dapat Meningkatkan CTR Adwords Kamu Saat Ini The Roli aplikasi juga cukup unik karena memberikan banyak manfaat kepada pengguna seperti kuota internet data, paket SMS, dan paket suara. Hadiah seperti kuota data internet 300MB dapat diperoleh setiap bulan oleh pengguna ROLi dan gratis. Mereka hanya perlu mengaktifkan fitur layar kunci ROLi selama 30 hari langsung pada perangkat sebagai persyaratan. Jadi, dalam fitur layar kunci ini, konten yang dipromosikan oleh pengiklan dan merek akan ditampilkan kepada pengguna ROLi . Ini memiliki potensi untuk meningkatkan kesadaran merek di pasar. Selain itu, masih ada banyak ruang iklan yang dapat digunakan pengiklan di ROLi . Seperti survei, spanduk layar dalam aplikasi, atau melalui video di menu iklan tontonan. Memberikan pengalaman unik dan inovatif ini adalah keuntungan yang dirasakan pengguna perangkat seluler. Jadi wajar jika tren periklanan saat ini semakin mengarah ke digitalisasi, terutama mobile. Iklan Video Video Ads Selain itu, tren yang semakin populer di semua kalangan saat ini adalah video. Saat ini, banyak orang senang memproduksi dan menonton video. Perhitungan yang dilakukan oleh PubMatic , video menjadi faktor pendorong utama dalam pertumbuhan angka pengeluaran iklan digital. Mereka memperkirakan, peningkatan domain ini bisa mencapai lebih dari 70 persen hanya dalam empat tahun 2018-2022. Baca Juga 9 Tips Jitu Buat Toko Onlinemu Sukses dan Menghasilkan Profit Besar Dilihat dari metode transaksi, pengeluaran untuk iklan video terprogram secara global diperkirakan meningkat 7,4 persen dari tahun lalu, dari 54,6 persen menjadi 62 persen pada 2019. Sementara non-programatik mengalami penurunan dari 45,4 persen menjadi 38 persen pada periode yang sama. Dari semua klasifikasi di atas, pengeluaran untuk iklan video terprogram di Indonesia diperkirakan tertinggi pada 2019. Persentasenya dua kali lipat dari tahun lalu, mencapai 105 persen. Sebuah video memang tidak bisa dipungkiri sebagai tren yang sangat populer di masyarakat. Di Indonesia, dalam waktu kurang dari setahun Januari – September 2018, konsumsi konten video dari semua pelanggan Telkomsel telah meningkat sebesar 67 persen, setara dengan 73 petabyte. Jika dikonversi, ini sama artinya dengan memutar video berkualitas high definition HD selama tahun. Pada tahun 2020, konsumsi video jutaan pelanggan Telkomsel diperkirakan akan mencapai lebih dari 120 petabyte. Tren ini menunjukkan bahwa video akan menjadi media untuk iklan yang sangat potensial untuk bisnis. Jika Anda membaca tren dan angka di atas, para pelaku bisnis tampaknya sangat bersemangat untuk mengalokasikan anggaran besar untuk iklan digital. Penting bagi pengiklan dan penerbit untuk membaca tren dan data dalam iklan digital yang dapat memiliki dampak dan pengaruh signifikan terhadap pasar. Karena dunia digital dipenuhi dengan aspek-aspek pemrosesan data, demikian pula industri. Data sangat penting untuk menentukan berbagai keputusan bisnis. Berikut ini adalah infografis tentang tren pasar periklanan digital Indonesia pada tahun 2019 Baca Berikutnya 8 Strategi Digital Marketing terkini utuk Meningkatkan Profit Anda stk2Qe.
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    • digital marketing indonesia 2019