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
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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. Vendorsâ 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 dĂ©cor 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 municipalitiesâ 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 sectorâs 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 publicâs 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 JeĆŒewska-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 Indonesianâs street food contributes to its reputation as a food paradise among tourists domestic and overseas. Indonesiaâs 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 populationâs 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, Indonesiaâs 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 watchersâ 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 reviewerâs 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 customersâ 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 bloggersâ recognized believability eventually precedes to consumersâ acceptance of products AlSaleh, Citation2017. Consequently, blog readers decide their buying choices by interacting with bloggers, reading reviews, or conforming to a bloggerâs there is a critical need to study changes in Indonesian consumersâ 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 bloggersâ recommendations as a formidable marketing strategy which affects consumersâ 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 Fishbeinâs Theory of Reasoned Action TRA Fishbein & Ajzen, Citation1975, which uses a personâs intentions to explain their behavior from a social psychology perspective. Two constructs determine intention the individualâs 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 userâs belief, attitude, intention, and behavior. This theory models a personâs 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 individualâs motivation to try to behave in a certain way Ajzen, Citation2005. Interest can be indicated as to how strong a personâs 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 audiencesâ input on the vlog has a greater influence on the perception of the vloggerâ 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 customersâ 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 customersâ 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 individualâs 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 receiverâs 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 personâs 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 vloggerâs 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 subscribersâ 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 personâs 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 SeptemberâOctober 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 researchersâ 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 populationâs 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 hypothesisâs 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 ÎČ = P < Mobile app Usefulness on Attitude ÎČ = P < Credibility on Attitude ÎČ = P < and Attitude on Intention to use food vlogger reviews for purchase decisions ÎČ = 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 consumersâ 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 consumersâ blog involvement and positively influences purchasing intentions. The credibility characteristic of a source has long been believed to be able to influence a personâs 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 ConclusionIndonesiaâs 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 merchantsâ 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 studyâs 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 consumersâ values and attitudes regarding the rated goods. The credibility of a source has long been regarded to have the ability to affect a personâs 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 vloggerâs 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, bloggersâ authenticity and credibility have been found that significantly affecting vlog usersâ attitude and intention to purchase street foods in Indonesia. Therefore, bloggersâ 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 customersâ attitudes and motivate them to buy. Moreover, the other userâs recommendations also facilitate purchasing decisions. It is therefore recommended that vloggerâs views about street foods, be discovered in mobile applications. Moreover, the respective marketing strategies seem to be different about vloggersâ credibility. For a well-known and authentic vlogger, the influence on viewersâ 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 studyâs primary restriction was that it was conducted during Indonesiaâs 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. IndonesiaDigital Marketing Conference 2019 by: Wina 25/11/2019. Indonesia Digital Marketing Conference, 30 November 2019 bertempat di Upper Room Jakarta. Advertisement - Continue Reading Below . tags: indonesia Pemasaran digital secara sederhana dapat didefinisikan oleh Chaffey dan Ellis-Chadwick 2019 dan Piñeiro-Otero dan MartĂnez-RolĂĄn 2016 sebagai upaya mencapai tujuan pemasaran melalui penerapan teknologi dan media digital. Kotler, Kartajaya, Setiawan 2017 dan menyatakan bahwa peran terpenting pemasaran digital adalah untuk mendorong tindakan dan advokasi serta hasil, sedangkan pemasaran tradisional fokusnya adalah memulai interaksi pelanggan. Laudon dan Trave 2021, Maingret 2021, Miles 2021, Turban, Whiteside, King, Outland. 2017, Strauss dan Frost 2014, Taken 2012, menjelaskan bahwa e-marketing, internet marketing atau yang biasa dikenal dengan digital marketing merupakan inti dari sebuah e-business, dimana perusahaan semakin dekat dengan pelanggan dan memahami mereka dengan lebih baik, menambah nilai suatu produk, memperluas jaringan distribusi dan juga meningkatkan angka penjualan dengan melakukan kegiatan e-marketing berbasis media digital seperti search engine marketing, online advertising dan affiliate marketing. Discover the world's research25+ million members160+ million publication billion citationsJoin for free BOOK CHAPTER BISNIS DIGITAL UU No 28 tahun 2014 tentang Hak Cipta Fungsi dan sifat hak cipta Pasal 4 Hak Cipta sebagaimana dimaksud dalam Pasal 3 huruf a merupakan hak eksklusif yang terdiri atas hak moral dan hak ekonomi. Pembatasan Pelindungan Pasal 26 Ketentuan sebagaimana dimaksud dalam Pasal 23, Pasal 24, dan Pasal 25 tidak berlaku terhadap i Penggunaan kutipan singkat Ciptaan dan/atau produk Hak Terkait untuk pelaporan peristiwa aktual yang ditujukan hanya untuk keperluan penyediaan informasi aktual; ii Penggandaan Ciptaan dan/atau produk Hak Terkait hanya untuk kepentingan penelitian ilmu pengetahuan; iii Penggandaan Ciptaan dan/atau produk Hak Terkait hanya untuk keperluan pengajaran, kecuali pertunjukan dan Fonogram yang telah dilakukan Pengumuman sebagai bahan ajar; dan iv Penggunaan untuk kepentingan pendidikan dan pengembangan ilmu pengetahuan yang memungkinkan suatu Ciptaan dan/atau produk Hak Terkait dapat digunakan tanpa izin Pelaku Pertunjukan, Produser Fonogram, atau Lembaga Penyiaran. Sanksi Pelanggaran Pasal 113 1. Setiap Orang yang dengan tanpa hak melakukan pelanggaran hak ekonomi sebagaimana dimaksud dalam Pasal 9 ayat 1 huruf i untuk Penggunaan Secara Komersial dipidana dengan pidana penjara paling lama 1 satu tahun dan/atau pidana denda paling banyak seratus juta rupiah. 2. Setiap Orang yang dengan tanpa hak dan/atau tanpa izin Pencipta atau pemegang Hak Cipta melakukan pelanggaran hak ekonomi Pencipta sebagaimana dimaksud dalam Pasal 9 ayat 1 huruf c, huruf d, huruf f, dan/atau huruf h untuk Penggunaan Secara Komersial dipidana dengan pidana penjara paling lama 3 tiga tahun dan/atau pidana denda paling banyak lima ratus juta rupiah. BISNIS DIGITAL Rosdiana Sijabat, Dr. Syamsuri, Ratih Pratiwi, Dr. Amruddin, Dr. Hasan, Umar Chadhiq, Muhammad Ricza Irhamni, Andi Hartati, Dr. Cand Aditya Wardhana, Acai Sudirman, Mochammad Faizal, ACPro, CSCU, ISM, MOS Andi Tri Haryono, Editor Harini Fajar Ningrum, Penerbit CV. MEDIA SAINS INDONESIA Melong Asih Regency B40 - Cijerah Kota Bandung - Jawa Barat Anggota IKAPI No. 370/JBA/2020 BISNIS DIGITAL Rosdiana Sijabat, Dr. Syamsuri, Ratih Pratiwi, Dr. Amruddin, Dr. Hasan, Umar Chadhiq, Muhammad Ricza Irhamni, Andi Hartati, Dr. Cand Aditya Wardhana, Acai Sudirman, Mochammad Faizal, ACPro, CSCU, ISM, MOS Andi Tri Haryono, Editor Harini Fajar Ningrum, Tata Letak Mega Restiana Zendrato Desain Cover Syahrul Nugraha Ukuran A5 Unesco 15,5 x 23 cm Halaman vi, 232 ISBN 978-623-362-397-1 Terbit Pada Februari 2022 Hak Cipta 2022 Media Sains Indonesia dan Penulis Hak cipta dilindungi Undang-Undang. Dilarang keras menerjemahkan, memfotokopi, atau memperbanyak sebagian atau seluruh isi buku ini tanpa izin tertulis dari Penerbit atau Penulis. PENERBIT MEDIA SAINS INDONESIA CV. MEDIA SAINS INDONESIA Melong Asih Regency B40 - Cijerah Kota Bandung - Jawa Barat i KATA PENGANTAR Puji syukur kehadirat Tuhan YME, karena atas limpahan ramah dan karunia-Nya, sehingga buku ini selesai disusun dan berhasil diterbitkan. Kehadiran Buku Bisnis Digital ini disusun oleh para akademisi dan praktisi dalam bentuk buku kolaborasi. Walaupun masih jauh dari kesempurnaan, tetapi kami mengharapkan buku ini dapat menjadi referensi atau bahan bacaan dalam menambah khasanah keilmuan khususnya mengenai ilmu Bisnis Digital. Sistematika penulisan buku ini diuraikan dalam duabelas bab yang memuat tentang Revolusi Industri Bisnis di Era Revolusi Industri Inovasi Bisnis, Sumber Daya Manusia dalam Bisnis, Mengelola Keuangan Bisnis, Etika dan Tanggungjawab Sosial dalam Bisnis, Kecerdasan Buatan dalam Bisnis, Tantangan dan Peluang Bisnis Digital Era Industri Strategi Digital Marketing, E-Commerce, Search Engine Optimization, serta bab terakhir yaitu mengenai Search Engine Marketing dan Tantangan Ekonomi Digital Indonesia. Ucapan terima kasih yang tak terhingga kepada seluruh pihak yang telah memberikan kontribusi dalam seluruh rangkaian penyusunan sampai penerbitan buku ini. Secara khusus, terima kasih kepada Media Sains Indonesia sebagai inisiator book chapter ini. Buku ini tentunya masih banyak kekurangan dan keterbatasan, saran dari pembaca sekalian sangat berarti demi perbaikan karya selanjutnya. Akhir kata, semoga buku ini bermanfaat bagi para pembaca. Januari, 2022 Editor iii DAFTAR ISI KATA PENGANTAR ........................................................ i DAFTAR ISI ................................................................. iii 1 REVOLUSI INDUSTRI ...................................... 1 Pengantar ............................................................. 1 Definisi dan Manfaat Industri ......................... 5 Komponen Industri ........................................ 8 Penerapan Industri pada Bidang Bisnis ........... 9 Tantangan dan Kebijakan Industri 14 Penutup ............................................................. 19 2 BISNIS DI ERA INDUSTRI ............................. 27 Industri Sebuah Era Baru ............................ 27 Tantangan dan Peluang di Era Industri Bagi Bisnis ......................................................... 28 Dampak Adanya Era Industri Terhadap Bisnis.................................................. 31 Faktor Transformasi Digital Elemen Industri dalam Mengatur Bisnis ...... 36 3 INOVASI BISNIS ................................................. 47 Inovasi â Definisi dan Konsep .............................. 47 Tujuan Inovasi .................................................... 50 Mengapa Inovasi Begitu Penting? ........................ 51 Pola Pikir yang Tepat untuk Inovasi ..................... 51 Berbagai Jenis Inovasi ........................................ 52 Mengelola Incremental Innovation dan Disruptive Innovation .................................... 57 Indikator Inovasi ................................................. 59 iv Innovation Circle ................................................. 60 Manfaat dan Sisi Negatif Inovasi Bisnis ............... 62 Bagaimana Membangun Budaya Inovasi ............. 62 4 SUMBER DAYA MANUSIA DALAM BISNIS ........... 69 Manusia dan Bisnis ............................................ 69 Urgensi Sumber Daya Manusia ........................... 70 Petani Penggerak Agribisnis ................................ 75 Karyawan dalam Perusahaan .............................. 78 5 MENGELOLA KEUANGAN BISNIS ....................... 85 Manajemen Keuangan Korporasi, Digitalisasi, dan Globalisasi Bisnis ...................... 85 Nilai Perusahaan ................................................ 89 Kinerja Keuangan ............................................... 93 Modal Ventura .................................................... 96 6 ETIKA DAN TANGGUNG JAWAB SOSIAL DALAM BISNIS ................................................. 103 Pendahuluan .................................................... 103 Relasi Bisnis, Perusahaan dan Masyarakat ........ 105 Pentingnya Etika dalam Berbisnis ..................... 109 Bisnis Memerlukan Etika .................................. 110 Prinsip Etika Bisnis .......................................... 111 Pentingnya Tanggung Jawab Sosial dalam Bisnis .................................................... 113 Prinsip-Prinsip Tanggung Jawab Sosial ............. 115 Aspek Regulasi Tanggung Jawab Sosial Perusahaan ...................................................... 116 Penutup ........................................................... 119 v 7 KECERDASAN BUATAN DALAM BISNIS ........... 123 Keadaan Kecerdasan Buatan dalam Bisnis ........ 123 Bagaimana Perubahan Cara Kerja Akibat Adanya Kecerdasan Buatan? .................. 126 Kecerdasan Kolaboratif Perpaduan Antara Kecerdasan Buatan dan Kecerdasan Manusia .... 129 Bagaimana Kecerdasan Buatan Mengubah Strategi? .......................................... 133 Masa Depan Sebuah Kecerdasan Buatan Hanya Membutuhkan Sedikit Data Tidak Perlu Lebih .. 136 8 TANTANGAN DAN PELUANG BISNIS DIGITAL ERA INDUSTRI ........................................... 141 Pendahuluan .................................................... 141 Marketing ................................................... 143 Tantangan Bisnis Digital ................................... 144 Peluang Bisnis Digital ....................................... 148 9 STRATEGI DIGITAL MARKETING........................ 157 Pengertian Digital Marketing .............................. 157 Pengertian Strategi Digital Marketing ................. 158 Metode Analisis Digital Marketing ...................... 161 Jenis-jenis Strategi Digital Marketing ................. 163 Optimalisasi Strategi Digital Marketing............... 165 10 E-COMMERCE ................................................... 175 Pendahuluan .................................................... 175 Perkembangan E-Commerce di Indonesia ........... 177 Komponen Bisnis E-Commerce .......................... 180 vi Mekanisme Pembayaran E-Commerce ................ 183 Metode Pembayaran E-Commerce ...................... 186 Keamanan Sistem E-Commerce .......................... 187 11 SEARCH ENGINE OPTIMIZATION........................ 193 Pendahuluan .................................................... 193 Riset Kata Kunci yang Tepat ............................. 196 On-Page SEO .................................................... 199 Off-Page SEO .................................................... 202 Mendaftarkan Website ke Search Engine ............ 203 Evaluasi ........................................................... 204 Penutup ........................................................... 207 12 SEARCH ENGINE MARKETING DAN TANTANGAN EKONOMI DIGITAL INDONESIA ... 211 Ekonomi Digital di tengah Krisis Pandemi Covid 19 ............................................. 211 Search Engine Marketing ................................... 213 Manfaat Penggunaan Search Engine Marketing SEM ......................... 215 Karakteristik dan Cara Kerja SEM ..................... 218 Manfaat SEM untuk Pengemangan Bisnis ......... 225 Kelebihan Penggunaan Strategi Search Engine Marketing SEM ......................... 226 Kekurangan Penggunaan SEM .......................... 228 157 9 STRATEGI DIGITAL MARKETING Dr. Cand Aditya Wardhana, Universitas Telkom Pengertian Digital Marketing Pemasaran digital secara sederhana dapat didefinisikan oleh Chaffey dan Ellis-Chadwick 2019 dan Piñeiro-Otero dan MartĂnez-RolĂĄn 2016 sebagai upaya mencapai tujuan pemasaran melalui penerapan teknologi dan media digital. Kotler, Kartajaya, Setiawan 2017 dan menyatakan bahwa peran terpenting pemasaran digital adalah untuk mendorong tindakan dan advokasi serta hasil, sedangkan pemasaran tradisional fokusnya adalah memulai interaksi pelanggan. Laudon dan Trave 2021, Maingret 2021, Miles 2021, Turban, Whiteside, King, Outland. 2017, Strauss dan Frost 2014, Taken 2012, menjelaskan bahwa e-marketing, internet marketing atau yang biasa dikenal dengan digital marketing merupakan inti dari sebuah e-business, dimana perusahaan semakin dekat dengan pelanggan dan memahami mereka dengan lebih baik, menambah nilai suatu produk, memperluas jaringan distribusi dan juga meningkatkan angka penjualan dengan melakukan kegiatan e-marketing berbasis media digital seperti search engine marketing, online advertising dan affiliate marketing. Porter 2001 menyatakan bahwa pentingnya internet untuk strategi bisnis modern bukanlah apakah akan menerapkan teknologi internet, namun perusahaan tidak punya STRATEGI DIGITAL MARKETING 158 pilihan jika mereka ingin tetap kompetitif dengan menerapkannya. Perkembangan teknologi digital memungkinkan pelaku usaha untuk memasarkan produknya secara online dan juga melakukan transaksi melalui sistem pembayaran online e-payment. Perkembangan teknologi digital telah mengubah pemasaran UMKM yang semula dilakukan secara konvensional menjadi secara digital dengan memanfaatkan pemanfaatan media sosial dan pemanfaatan website dalam memasarkan produknya. Penggunaan media digital menjadi pilihan yang tepat bagi para pengusaha untuk mengembangkan bisnisnya. Kemudahan akses internet, keuntungan yang diperoleh menjadi lebih besar, biaya yang dibutuhkan menjadi lebih murah, dan jangkauan pasar yang lebih luas, menjadi alasan utama para pengusaha untuk memilih media digital sebagai solusi yang tepat dalam memasarkan produk dan layanannya Amalia, Widyakto, Prapti, 2021; Rizaldi dan Hidayat, 2020; Widiastuti dan Surendra, 2020; Soegoto dan Utomo, 2019; Febriyantoro dan Arisandi, 2018; Wardhana, 2015; Chaffey dan Patron, 2012. Pengertian Strategi Digital Marketing Amalia, Widyakto, Prapti 2021, Rizaldi, Margareta, Simehate, Hikmah, Albar, Rafdhi 2021, Chaffey dan Ellis-Chadwick 2019 menyatakan bahwa strategi digital marketing diperlukan untuk memberikan arahan yang konsisten untuk aktivitas pemasaran online organisasi sehingga aktivitas tersebut berintegrasi dengan aktivitas pemasaran lainnya dan mendukung tujuan bisnis secara keseluruhan. Chaffey 2020, Patrutiu-Baltes 2016. menyatakan bahwa strategi pemasaran digital memiliki banyak kesamaan dengan tujuan tipikal strategi pemasaran tradisional. Strategi digital marketing akan STRATEGI DIGITAL MARKETING 159 Sponder dan Khan, 2021; Chaffey dan Ellis-Chadwick, 2019 1. memberikan arah masa depan untuk kegiatan pemasaran digital 2. melibatkan analisis lingkungan eksternal organisasi, sumber daya internal dan kemampuan untuk menginformasikan strategi 3. menentukan tujuan pemasaran digital yang mendukung tujuan pemasaran 4. melibatkan pemilihan alternatif strategis untuk mencapai tujuan pemasaran digital dan menciptakan keunggulan kompetitif diferensial yang berkelanjutan termasuk perumusan strategi untuk mengatasi pilihan strategi pemasaran yang khas seperti pasar sasaran, penentuan posisi dan spesifikasi bauran pemasaran 5. membantu mengidentifikasi strategi mana yang bukan untuk dikejar dan taktik pemasaran mana yang tidak cocok untuk diterapkan 6. menentukan bagaimana sumber daya akan digunakan dan bagaimana organisasi akan disusun untuk mencapai strategi. Digital marketing merupakan strategi yang cukup potensial di Indonesia dalam menghadapi persaingan revolusi industri hal ini dikarenakan Indonesia berada pada posisi pertama pertumbuhan digital marketing mencapai 26%, yang kemudian disusul oleh India 20% di urutan kedua. posisi, kemudian Rusia, Thailand dan Meksiko. Pesatnya perkembangan digital marketing di Indonesia disebabkan oleh peningkatan populasi pengguna internet yang telah mencapai 265,4 juta orang atau melebihi hampir seluruh penduduk Indonesia Widiastuti dan Surendra, 2020. STRATEGI DIGITAL MARKETING 160 Perkembangan fitur periklanan di media sosial dan gaya belanja online juga menjadi faktor utama dalam meningkatkan bisnis berbasis digital Teachfor, 2019; Soegoto dan Utomo, 2019. Porter 2001 mengemukakan bahwa internet dan era digital telah meningkatkan pentingnya strategi dan mendorong bisnis untuk berhati-hati dan fokus ketika mengembangkan strategi mereka. Pertumbuhan penggunaan media digital dan teknologi digital akan membuat lebih sulit dalam menciptakan dan mempertahankan keunggulan kompetitif. Porter 2001 menyatakan enam prinsip yang dapat membantu mempertahankan posisi strategis yang khas yaitu 1. Mulailah dengan tujuan yang tepat yang didasarkan pada nilai ekonomi riil. 2. Tentukan proposisi nilai yang unik, namun yang penting adalah dapat disampaikan. 3. Lakukan sesuatu secara berbeda dengan membuat rantai nilai yang khas. 4. Bersiaplah untuk membuat pertukaran dan menyesuaikan aktivitas perusahaan untuk mengungguli pesaing. 5. Membuat terobosan baru yang dilakukan oleh perusahaan di mana pun berada dengan memanfaatkan sumber daya yang tersedia. 6. Mendirikan kontinuitas. 7. Keputusan perencanaan mengikuti posisi khusus yang ditetapkan oleh tujuan awal. STRATEGI DIGITAL MARKETING 161 Metode Analisis Digital Marketing SOSTAC Situation analysis, Objectives, Strategy, Tactics, Actions, and Control yang digagas oleh Smith merupakan salah satu metode analisis dalam digital marketing yang digunakan dalam perancangan sistem digital marketing. Sponder dan Khan, 2021; Amalia, Widyakto, Prapti, 2021; Chaffy dan Ellis-Chadwick, 2019; Chaffey dan Smith, 2008 menjelaskan arti dari setiap tahapan sebagai berikut 1. Situation Analysis. Tahap pertama dalam menerapkan kerangka rencana digital marketing adalah menganalisis situasi yang merefleksikan tentang faktor-faktor yang mempengaruhi organisasi baik internal maupun eksternal. Analisis situasi mencakup analisis konsumen, SWOT khusus internet, aspek lingkungan mikro seperti pelanggan, pesaing, dan saluran digital, dan aspek lingkungan makro. 2. Objectives. Tahap kedua dalam menerapkan kerangka rencana digital marketing adalah perusahaan memfokuskan pada tujuan dengan 5S Sell, Serve, Sizzle, Speak, Save yang ingin dicapai melalui strategi yang akan dirumuskan yang mencakup visi untuk saluran digital, dan tujuan numerik yang spesifik untuk saluran digital seperti proyeksi volume penjualan dan penghematan biaya. 3. Strategy. Tahap ketiga dalam menerapkan kerangka rencana digital marketing adalah menetapkan strategi yang merupakan cara perusahaan untuk mencapai tujuan yang telah ditetapkan yang meliputi segmenting, targeting, positioning STP, pengembangan proposisi termasuk elemen bauran pemasaran, dan customer relationship management CRM. STRATEGI DIGITAL MARKETING 162 4. Tactics. Tahap keempat dalam menerapkan kerangka rencana digital marketing adalah menetapkan taktik yang merupakan turunan rinci dari strategi. Taktik mencakup alat khusus yang digunakan untuk mencapai tujuan pemasaran digital. Untuk mencapai tujuan ini, perusahaan dapat menggunakan Bauran Pemasaran 4P maupun 7P yang berfokus pada atribut utama yaitu Product, Price, Place, Promotion, People, Process, dan Physical Evidence, customer relationship management CRM, pengalaman pelanggan customer experience, dan komunikasi digital. 5. Actions. Tahap kelima dalam menerapkan kerangka rencana digital marketing adalah perusahaan mewujudkan rencana dalam bentuk tindakan yang terukur yang mengacu pada rencana tindakan, manajemen perubahan, keterampilan manajemen proyek, dan modifikasi peran dan struktur organisasi. 6. Control. Tahap keenam dalam menerapkan kerangka rencana digital marketing adalah perusahaan memantau dan mengukur kinerja pada setiap tahapan pertama hingga kelima. Kontrol melihat penggunaan informasi manajemen termasuk analisis dan pelacakan web untuk menilai apakah tujuan strategis dan taktis tercapai dan bagaimana perbaikan dapat dilakukan untuk meningkatkan kinerja. STRATEGI DIGITAL MARKETING 163 Gambar SOSTAC Kerangka Strategi Digital Marketing Sumber Chaffey dan Smith 2012 Jenis-jenis Strategi Digital Marketing Chaffy dan Ellis-Chadwick 2019 menyatakan berbagai jenis strategi digital marketing sebagaimana diuraikan sebagai berikut STRATEGI DIGITAL MARKETING 164 Tabel Jenis-jenis Strategi Digital Marketing Strategi Digital Marketing Proposisi pelanggan baru produk dan harga Fitur situs baru atau komunikasi online lainnya yang terkait langsung dengan penawaran produk atau layanan baru yang akan menghasilkan pendapatan Bank memperkenalkan produk baru yang membutuhkan kuotasi berbeda Penerbit memperkenalkan layanan perbandingan harga Akuisisi pelanggan atau pemasaran strategis Proyek strategis yang dirancang untuk meningkatkan kemampuan dan memberikan teknik pemasaran online yang berbeda yang bertujuan untuk menarik pelanggan baru Pemasaran konten Pengoptimalan mesin telusur SEO Bayar per klik PPC Pemasaran afiliasi Agregator Konversi pelanggan dan strategi pengalaman pelanggan Investasi dalam fitur pelanggan baru yang dirancang untuk melibatkan audiens dan meningkatkan rasio konversi dan nilai rata-rata pesanan Fungsionalitas baru, misalnya toko online baru; special fungsionalitas, misalnya pemeriksaan stok Strategi yang bertujuan untuk meningkatkan pengalaman merek pelanggan Terapkan toko online Pembayaran yang aman Perkenalkan ulasan dan penilaian pelanggan Kemampuan merchandising untuk menawarkan promosi yang disesuaikan Alat interaktif untuk membantu pemilihan produk Panduan pembeli Pengembangan pelanggan dan strategi pertumbuhan Investasi untuk meningkatkan pengalaman dan penyampaian penawaran produk dan layanan kepada pelanggan yang sudah ada Rekomendasi produk dan layanan untuk yang sudah ada bagi pelanggan secara personal Strategi kontak email yang berfokus pada STRATEGI DIGITAL MARKETING 165 Strategi Digital Marketing perjalanan pelanggan dan tingkat kesadaran merek Komunitas, media sosial, blog atau untuk mendorong advokasi dan pembelian ulang Media sosial, konten pemasaran atau sosial bisnis Media sosial yang dapat mendukung akuisisi, konversi dan retensi. Strategi bisnis sosial yang lebih luas juga mencakup peningkatan produk dan layanan CRM atau personalisasi Manajemen konten Peningkatan kinerja manajemen informasi dan sistem analisis web Meningkatkan fasilitas umpan balik pelanggan Sumber daya dan strategi pengelolaan Perubahan manajemen pemasaran dengan fokus pada media dan teknologi digital Perubahan proses Pengembangan keterampilan Struktur tim Sumber Chaffy dan Ellis-Chadwick 2019 Optimalisasi Strategi Digital Marketing Beberapa langkah untuk mengptimalisasi strategi digital marketing Wardhana, et al, 2021; Sponder dan Khan, 2021; Pelsmackera, Van Tilburgb, Holthofb, 2017; de Castro, 2020; Christina, Fenni, Roselina, 2019; Soegoto dan Utomo, 2019; Wardhana, 2015 yaitu 1. Menetapkan hirarki tujuan bisnis yang meliputi tujuan bisnis, tujuan pemasaran, dan Key Performance Indicators KPI pemasaran. Tujuan bisnis meliputi peningkatan pangsa pasar, peningkatan penjualan, pengenalan produk baru, dan perluasan pasar baru. Tujuan pemasaran meliputi konversi makro seperti penyelesaian pesanan produk, pendaftaran berlangganan, pengisian formulir aplikasi, daftar kontak, pengisian formulir kontak, STRATEGI DIGITAL MARKETING 166 dan panggilan telepon. KPI pemasaran meliputi konversi mikro seperti klik-tayang iklan, unduhan, aksi sosial, daftar email, permintaan panggilan balik, waktu yang dihabiskan di situs, dan proses check out. Penetapan tujuan yang baik meliputi a. Dimulai dengan desain hirariki tujuan organisasi dari yang unit tertinggi hingga unit terendah dalam organisasi yang dijalankan secara konsisten b. Tujuan yang ditetapkan harus membuat karyawan mampu mencapainya dan bertujuan untuk menjadi lebih baik c. Tujuan yang ditetapkan harus realistis dalam hal sumber daya internal organisasi dengan juga memperhatikan peluang, ancaman, dan kendala eksternal d. Tujuan yang ditetapkan harus mempertimbangkan konsepsi kreatif dari berbagai alternatif dan efektivitas relatif dan biaya masing-masing e. Tujuan yang ditetapkan harus diketahui oleh setiap karyawan sehingga mereka memahami tujuan dan bagaimana mereka berhubungan dengan tujuan yang lebih luas dari keseluruhan bisnis f. Tujuan yang ditetapkan harus secara berkala dipertimbangkan kembali dan didefinisikan ulang dengan memperhitungkan perubahan kondisi dan dampak yang menguntungkan dari tujuan organisasi 2. Menganalisis pasar dengan menggunakan analisis SWOT dan PESTEL agar benar-benar memahami pasar dan target konsumen dan memiiki wawasan STRATEGI DIGITAL MARKETING 167 luas tentang target pasar utama seperti rentang usia, kesukaan dan ketidaksukaan, atau jenis halaman dan merek apa yang mereka ikuti di media sosial dengan mengembangkan wawasan pasar yang lebih mendalam melalui pemilihan bauran pemasaran digital dengan lebih baik dan mengarahkan anggaran ke saluran pemasaran yang paling relevan. 3. Memahami persona pembeli buyer persona sebagai target konsumen yang akan dibidik oleh perusahaan. Persona pembeli adalah representasi umum dari pelanggan ideal perusahaan karena persona pembeli memungkinkan perusahaan untuk melihat produk atau layanan perusahaan dari sudut pandang mereka, membangun persona untuk target konsumen utama perusahaandapat membantu dalam meningkatkan cara perusahaan untuk memecahkan masalah bagi pelanggan mereka. Persona terbaik dibangun berdasarkan penelitian dan survei aktual serta wawancara dari target konsumen perusahaan yang harus dipastikan seakurat dan gunakan informasi yang diperoleh tentang konsumen perusahaan dari penelitian sebelumnya, dari analitik web perusahaan, atau dari kueri email sebelumnya yang dimiliki oleh perusahaan. Data persona pembeli seperti latar belakang pekerjaan, latar belakang pendidikan, jenis kelamin, status pernikahan, jumlah anggota keluarga, rentang usia, golongan pendapatan, tujuan utama melakukan pembelian, tantangan atau kekhawatiran utama yang dirasakan ketika proses keputuasan pembelian, alas an menyukai dan tidak menyukai produk dan layanan perusahaan, solusi yang ditawarkan perusahaan untuk mengatasi kendala yang dihadapi konsumen, dan lain sebagainya. STRATEGI DIGITAL MARKETING 168 4. Segmentasi pelanggan dan analisis konversi. Mirip dengan riset persona pembeli, kemungkinan perusahaan memiliki beberapa segmen pelanggan dengan profil dan kebutuhan dan keinginan mereka sendiri yang unik. Segmentasi pelanggan meliputi apa yang konsumen inginkan dari produk dan layanan perusahaan? apa kebutuhan mereka? apa yang perusahaan ingin mereka lakukan? konten apa yang mungkin memberi mereka apa yang mereka butuhkan dan dapat meyakinkan mereka untuk melakukan apa yang perusahaan inginkan? apa yang dapat mengubah opini pelanggan terhadap produk dan layanan perusahaan? seperti apa kesuksesan itu? Apa KPI pemasaran perusahaan? Semakin banyak yang diketahui tentang target konsumen perusahaan, maka semakin perusahaan dapat menetapkan target konsumen yang disesuaikan dengan pesan dan komunikasi perusahaan kepada segmen konsumen yang berbeda. 5. Analisis pesaing. Manfaat melakukan analisis benchmark pesaing agar perusahaan tidak melewatkan sesuatu yang dilakukan pesaing yang mungkin menjadi ancaman bagi bisnis perusahaan dan yang mungkin mencuri lalu lintas traffic dan konversi dari perusahaan. Data pesaing yang dibutuhkan oleh perusahaan meliputi laporan tahunan pesaing, profil pesaing, brosur produk pesaing, siaran pers pesaing, artikel media yang diterbitkan pesaing, ulasan pelanggan pesaing, platform media sosial yang digunakan pesaing, situs web pesaing, setiap aktivitas pay per click PPC pesaing, istilah pencarian utama yang pesaing gunakan di mesin pencari search engine. Beberapa pembelajaran penting yang dapat diambil oleh perusahaan seperti apa yang pesaing lakukan dengan STRATEGI DIGITAL MARKETING 169 baik yang dapat ditiru oleh perusahaan? apakah pesaing memiliki audiens yang terlibat pada media sosial? apa yang pesaing lakukan yang menarik bagi audiens? apakah situs pesaing mudah diakses dan mudah digunakan? apakah pesaing menampilkan konten dan informasi dengan cara yang lebih sederhana dan up to date? 6. Analisis peringkat posisi asset digital perusahaan di pasar. Dalam menganalisis aset digital perusahaan sendiri dapat dikelompokkan ke dalam tiga kategori media digital yaitu kategori media digital yang dibayar oleh perusahaan, media digital yang diperoleh oleh perusahaan, dan media digital yang dimiliki oleh perusahaan. a. Media digital berbayar adalah media digital yang digunakan perusahaan dengan membayar untuk beriklan di saluran pihak ketiga seperti Facebook Ads, Google Ads, Insta Ads, dan lain sebagainya. b. Media digital yang diperoleh adalah media digital ketika pengguna atau audiens membagikan konten perusahaan secara sukarela melalui postingan mereka, menyebarkan berita dari mulut ke mulut word of mouth/ WOM, mendiskusikan merek, produk, atau layanan perusahaan baik secara negatif maupun positif. c. Media yang dimiliki oleh perusahaan adalah aset digital atau platform yang dimiliki oleh perusahaan, dibuat oleh perusahaan, dan kendalikan oleh perusahaan. Aset digitalyang dimiliki biasanya adalah situs web atau blog merek perusahaan dan saluran media sosial seperti YouTube, Facebook organik, Instragram organik, Twitter, SnapChat, Pinterest, Whatsapp Business, Tik Tok, dan lain sebagainya. STRATEGI DIGITAL MARKETING 170 7. Menerapkan pemasaran konten yang merupakan praktik membuat dan berbagi konten yang berkualitas tinggi, menarik, dan relevan untuk menarik, melibatkan, dan mengkonversi pengunjung. Pemasaran konten merupakan komunikasi antara merek perusahaan dengan pelanggan melalui cerita yang bertujuan untuk membangun hubungan jangka panjang dengan pelanggan saat ini dan calon pelanggan dengan menyediakan konten yang bernilai dengan tujuan membangun kepercayaan, kesadaran, dan keterlibatan pelanggan melalui berbagai saluran channels dalam bauran pemasaran digital digital marketing mix. 8. Melakukan pengukuran. Untuk memastikan praktik terbaik best practices dari strategi pemasaran perusahaan yang dapat dioptimalkan dan pada akhirnya berhasil dalam memenuhi tujuan bisnis perusahaan, maka perusahaan perlu melakukan analisis data Chaffey dan Patron, 2012 seperti dengan Google Analytics maupun dengan berbagai teknik pelaporan dan analisis lainnya Sponder dan Khan, 2021 untuk meningkatkan wawasan dan memastikan perusahaan mengetahui di mana kesenjangan gap yang terjadi dalam strategi pemasaran perusahaan sehingga perusahaan mampu mengidentifikasi masalah yang terpenting atau krusial yang terjadi dan mengambil berbagai langkah untuk mencari solusi terbaik guna menyelesaikan masalah tersebut. STRATEGI DIGITAL MARKETING 171 Daftar Pustaka Amalia, Farah., Widyakto, Adhi., Prapti, Rr. Lulus. 2021. Digital Marketing Strategy on Agricultural Product. Economics & Business Solutions Journal, 51, 29-45 Febriyantoro, M. T., Arisandi, D. 2018. Pemanfaatan Digital Marketing bagi Usaha Mikro, Kecil, dan Menengah pada Era Masyarakat Ekonomi Asean. JMD Jurnal Riset Manajemen & Bisnis Dewantara, 12, 61â76 Chaffey, D., Ellis-Chadwick, F. 2019 Digital Marketing Strategy, Implementation and Practice. Boston Pearson Chaffey, Dave. 2020. Digital Marketing Strategy. Smart Insights Marketing Intelligence. Chaffey, D. & Patron, M. 2012. From Web Analytics to Digital Marketing Optimization Increasing the Commercial Value of Digital Analytics. Journal of Direct, Data, and Digital Marketing Practice, 141, 30-45 Chaffey, D., Smith, P. 2008. E-marketing Excellence. Butterworth Heinemann Christina, Imelda Debby., Fenni., Roselina, Devia. 2019. Digital Marketing Strategy in Promoting Product. Management and Entrepreneurship Trend of Development Issue, 410, 58-66 de Castro, Charles Alves. 2020. A Proposal Digital Marketing Strategy for Marcheluzzo Srl Training and Evaluating a Prediction Model for the Number of Adv. Impressions. Journal of Marketing Management, 81, 55-72 Kotler, P., Kartajaya, H., and Setiawan, I. 2017. Marketing Moving from Traditional to Digital. Hoboken, NewJersey JohnWiley& Sons, Inc Laudon, Kenneth., Trave, Carol. 2021. E-commerce 2021-2022 Business, Technology. Society. London Pearson STRATEGI DIGITAL MARKETING 172 Patrutiu-Baltes, Loredana. 2016. Inbound Marketing - The Most Important Digital Marketing Strategy. Bulletin of the Transilvania University of BraĆov, 958, 61-68 Maingret, François. 2021. Ecommerce 101 All You Need to Start and Grow a Successful Online Business. Paris Afnil Miles, Jason G. 2021. E-Commerce Power How the Little Guys are Building Brands and Beating the Giants at E-Commerce. New York Morgan James Publishing Pelsmackera, P., Van Tilburgb, S., Holthofb, C. 2017. Digital Marketing Strategies, Online Reviews and Hotel Performance. International Journal of Hospitality Management, 72, 44-55 Piñeiro-Otero, Teresa., MartĂnez-RolĂĄn, Xabier. 2016. Understanding Digital Marketing-Basics and Actions. Switzerland Springer International Publishing Porter, M. 2001. Strategy and the Internet. Harvard Business Review, March, 62-78. Rizaldi, Arjuna., Hidayat, H. 2020. Digital Marketing Communication Strategy. Jurnal Entrepreneur dan Entrepreneurship, 92, 101â110 Rizaldi, A., Margareta, F., Simehate, K., Hikmah, Albar, Rafdhi, 2021. Digital Marketing as a Marketing Communication Strategy. International Journal of Research and Applied Technology, 11, 61-69 Soegoto, E. S., Utomo, A. T. 2019. Marketing Strategy through Social Media. IOP Conference Series Materials Science and Engineering, 623, 32-40 Sponder, Marshall., Khan, Gohar F. 2021. Digital Analytics for Marketing Mastering Business Analytics. Milton Park Routledge Strauss, J., Frost, R. 2014. E-Marketing. New Jersey Pearson Education, Inc. STRATEGI DIGITAL MARKETING 173 Taken, Smith K. 2012. Longitudinal Study of Digital Marketing Strategies Targeting. Journal of Consumer Marketing, 292, 86-92 Teachfor. 2019. Tahun 2019, Indonesia Memiliki Potensi Yang Pesat Dalam Dunia Digital Marketing. Retrieved December 13, 2021, from Turban, Efraim., Whiteside, Judy., King, David., Outland, Jon. 2017. Introduction to Electronic Commerce and Social Commerce Springer Texts in Business and Economics. London Pearson Education Wardhana, Aditya, et al. 2021. Penerapan Teknologi Informasi Di Berbagai Sektor. Bandung Media Sains Indonesia Wardhana, Aditya 2015. Strategi Digital Marketing dan Implikasinya pada Keunggulan Bersaing UKM di Indonesia, Proceeding Forum Keuangan Dan Bisnis, 327â337 Widiastuti, Erni., Surendra, Arya. 2020. Digital Marketing Competitive Superior Strategy in the Industrial Revolution Jurnal ManTik, 42, 1469-1475 STRATEGI DIGITAL MARKETING 174 Profil Penulis Dr. Cand Aditya Wardhana, Penulis merupakan dosen tetap Universitas Telkom. Penulis menyelesaikan studi Sarjana Ekonomi SE di prodi Manajemen Universitas Padjadjaran pada tahun 1997. Kemudian, penulis menyelesaikan studi Magister Sains MSi di prodi Manajemen Universitas Padjadjaran tahun 2003 dan Magister Manajemen MM di prodi Manajemen Universitas Pasundan tahun 2012. Saat ini penulis sedang melanjutkan studi Doktor Ilmu Manajemen di Prodi Manajemen Universitas Pasundan. Penulis memiliki kepakaran di bidang manajemen sumber daya manusia, manajemen pemasaran, dan manajemen strategik. Penulis memiliki pengalaman praktisi pemasaran di Citibank dan Human Resource Development, ISO Auditor, General Affairs, dan Logistic di PT Perusahaan Gas Negara Tbk serta sebagai konsultan di beberapa BUMN seperti Surveyor Indonesia, Badan Klasifikasi Kapal Indonesia, Pertamina, BNI 46, PTPN VIII, Biofarma, serta pada Kementerian Koordinator Perekonomian RI dan Kementerian Perhubungan. Sebagai dosen tetap di Universitas Telkom, penulis juga aktif melakukan berbagai penelitian terindeks Scopus dan Sinta dan menulis lebih dari 75 buku dalam bidang manajemen sumber daya manusia, pemasaran, keuangan, penganggaran, strategik, audit, pendidikan, teknologi informasi, sistem informasi manajemen, model bisnis, hukum bisnis, perilaku konsumen, perilaku organisasi, bisnis internasional, metode penelitian, etika bisnis, dan bisnis ekspor impor. Penulis memiliki Sertifikasi Penulis Buku Non-Fiksi dari Badan Nasional Sertifikasi Profesi BNSP RI. Email Penulis adityawardhana Ivan ArmawanHeri Pratikto Sopiah SopiahSudarmiatinThe decline in public buying interest has an impact on all business sectors in Indonesia, including MSMEs. During the Covid19 pandemic, Regency MSMEs still use conventional systems, so new breakthroughs are needed to increase turnover and unlimited marketing so that MSMEs can survive and advance. Digital marketing activities are promotions and market searches through online digital media, one of which is social networking facilities. The purpose of this research is to broaden the knowledge and skills of digital marketing, especially social media, in micro, small and medium enterprises MSMEs to increase sales turnover. Participants are MSME Regency Balikpapan city; the method used in this activity explains digital marketing materials, share experiences and discussions, and the implementation of social media applications. This study indicates that the use of social media that is often used is Facebook in displaying business profiles by and WhatsApp WA by 50%, Instagram IG by and others by 25 % for product promotion. Based on the research results on the use of applications in pandemic that is ride 12,5%, Permanent 37,5% and doen 50%. MSME actors have not maximally used social networks, especially YouTube, to promote their RizaldiH HidayatThe purpose of this research is to see how digital marketing strategies can affect the increase in sales and number of customers. The method used to support this research is descriptive qualitative method by collecting data through literature study in order to describe the elements that exist in a digital marketing strategy in depth. The results of this study show that the development of information technology is necessary for the community to support a variety of business activities both large and small. one of them is using digital marketing in the marketing system of a business unit to increase sales volume and the number of consumers that affect competitiveness in global competition. It is because technology will facilitate human work in meeting their needs related to the development of business units. Charles Alves de CastroThis research aims to describe a digital marketing strategy elaborated to be deployed in the Marcheluzzo Srl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the company, documents provided by the organization and internet sources. Finally, the proposal digital marketing strategy was validated through a prediction model using machine-learning system via Python and its tools. The result of the prediction model was addressed and analyzed based on linear regression and correlation matrix methods confirming the efficacy of the proposal strategy, consequently the reliability of the prediction model. Note Journal of Marketing Management, June 2020, Vol. 8, No. 1, pp. 55-72, ISSN 2333-6099Online, Copyright © The Authors, All Rights Reserved, Published by American Research Institute for Policy Debby ChristinaFenniDevia RoselinaA rapid internet development and its function has become one of the most important technologies in the world since it is very influential for human life. Considering this, one of the paid television companies makes an integrated marketing communication using internet as a tool for promoting its product. This study aims to know the role and strategy of various digital marketing channels, including website, search engine marketing SEM, online PR, display advertising, email marketing and social media marketing in promoting product. The methodology is descriptive qualitative using interview and participant observation. The data were collected through documents and literature which related to digital marketing. This study found that digital marketing strategy has important role in promoting product. The whole digital marketing strategy, either in its planning, implementation, or evaluation, has its own uniqueness. It showed that digital marketing strategy has been run well within the company. Eddy Soeryanto SoegotoA T UtomoSocial media networks or new media are one of the most widely used communication media by all people or the wider community today. The purpose of this study is to analyse marketing communication through social media. This research used descriptive method, to present a complete picture of the situation related to several situations of variables examined. The results revealed that marketing communication using social media has an effect on consumer interest in buying goods offered through social media such as marketing conducted by Instagram social media most frequently visited by people today. This study discusses the marketing strategies that are involved in social media instagram. These results make social media one of the suitable media to deliver a marketing communication. So that this marketing technique is expected to help online sellers in managing their business. This marketing technique has more real time advantages in serving customers to invite more customers to develop online businesses that have been built. Katherine Taken SmithPurpose The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this online generation. Design/methodology/approach Data were collected over a threeâyear period 2009 to 2011 by surveying Millennials at a prominent southwest US university. Findings Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital marketing strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews. Practical implications By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital marketing aimed at this market segment can be increased. Recommendations are made regarding types of online advertising to use, how companies should design their web sites, how to motivate repeat visits to web sites, and how to encourage Millennials to write online reviews. Millennials are reading and being influenced by online reviews. Originality/value Even though online advertising is the fastest growing advertising medium, only a small percentage of total advertising expenditures are currently being devoted to the internet. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this RizaldiF MargaretaK SimehateA A RafdhiDigital marketing is a strategy that is quite impactful to increase the number of consumers in the organic fertilizer business sector in an era like today. The purpose of this research is to analyze the marketing strategy of organic fertilizers and the increase in the number of consumers. The research method used was escriptive methods, namely data collection and questionnaires. Methods of data collection carried out by observation, interviews and literature study. The questionnaire was used in analyzing consumers who use organic fertilizers on chilies. The results of this research show that digital marketing as marketing communication is useful in increasing selling power and promotion. This study discusses the use of digital marketing in marketing communications and whether consumers prefer organic fertilizers or Trio Febriyantoro Debby ArisandiTeknologi saat ini terus berkembang dan manfaat penggunaan internet terasa bagi para pemakainya. Beberapa orang merasa ketergantungan dengan adanya internet, termasuk aktivitas Usaha Mikro Kecil dan Menengah UKM dalam memanfaatkan teknologi informasi untuk menjalankan usahanya khususnya pada era Masyarakat Ekonomi ASEAN MEA. Tujuan penelitian ini secara umum mendeskripsikan dampak digital marketing terhadap volume penjualan bagi pelaku UMKdi kota Batam. Penelitian ini berjenis kualitatif, dengan menggunakan model triangulasi, yang menggabungkan metode wawancara terstruktur, wawancara mendalam dan observasi terhadap pelaku UMKM yang terdaftar aktif di Dinas Pemberdayaan Masyarakat Pasar â Koperasi dan Usaha Kecil dan Menengah Kota. Dari hasil penelitian diketahui bahwa digital marketing memudahkan pelaku UMKM untuk memberikan informasi dan berinteraksi secara langsung dengan konsumen, memperluas pangsa pasar, meningkatkan awareness dan meningkatkan penjualan bagi pelaku is a complete update of the best-selling undergraduate textbook on Electronic Commerce EC. New to this 4th Edition is the addition of material on Social Commerce two chapters; a new tutorial on the major EC support technologies, including cloud computing, RFID, and EDI; ten new learning outcomes; and video exercises added to most chapters. Wherever appropriate, material on Social Commerce has been added to existing chapters. Supplementary material includes an Instructorâs Manual; Test Bank questions for each chapter; Powerpoint Lecture Notes; and a Companion Website that includes EC support technologies as well as online files. The book is organized into 12 chapters grouped into 6 parts. Part 1 is an Introduction to E-Commerce and E-Marketplaces. Part 2 focuses on EC Applications, while Part 3 looks at Emerging EC Platforms, with two new chapters on Social Commerce and Enterprise Social Networks. Part 4 examines EC Support Services, and Part 5 looks at E-Commerce Strategy and Implementation. Part 6 is a collection of online tutorials on Launching Online Businesses and EC Projects, with tutorials focusing on e-CRM; EC Technology; Business Intelligence, including Data-, Text-, and Web Mining; E-Collaboration; and Competition in ChaffeyMark PatronThe use of web analytics to improve online marketing dates back to the 1990s when the first web analytics systems were developed. Yet, recent research suggests that many companies are failing to utilize core web analytics best practices and are therefore not getting the potential return from web analytics that they could. This paper reviews the opportunities for companies to better apply web analytics to improve digital marketing performance. An approach is defined to create a strategy to improve the value contributed by web analytics. The paper describes techniques that can be used to set up a digital marketing optimization programme, including a review of how people, process, measures and tools can be AmaliaAdhi WidyaktoRr PraptiLulusAmalia, Farah., Widyakto, Adhi., Prapti, Rr. Lulus. 2021. Digital Marketing Strategy on Agricultural Product. Economics & Business Solutions Journal, 51, 29-45 Klienkami tersebar diseluruh Indonesia baik Instansi Pemerintah maupun swasta. Berikut adalah sebagian perlengkapan yang kami sewakan : Tenda Sarnafil 5Ă5, Tenda Sarnafil 3Ă3, Tenda Roder, Tenda Konvensional, Flooring/lantai karpet, Meja, Kursi, AC, Misty Fan/kipas air, Panggung, Sound system, Baricade, an lain-lain1. IntroductionThe coronavirus disease Covid-19 pandemic has outspread throughout the world, and it has significantly impacted the economic sector Fendel et al., Citation2020; Rebucci et al., Citation2020. From a macroeconomic perspective, the Covid-19 has impacted a downtrend in economic growth, aggregate consumption, investment, and balance payments Fang et al., Citation2021. Meanwhile, from the microeconomic sides, the Covid-19 pandemic has diminished individualsâ consumption and purchasing power due to many people losing their income and jobs Dang & Nguyen, Citation2021. Additionally, the majority of people are careful in controlling their financial expenditure due to the vague during the pandemic Celik et al., Citation2020.In the Indonesian context, the Covid-19 pandemic has also hampered small and medium business scale SMEs performance in their production, market, and revenue Srikalimah et al., Citation2020. Despite the 1998 crisis, SMEs were more adaptable than large companies Juergensen et al., Citation2020, but the Covid-19 pandemic became a severe external shock and affected the supply and demand side, primarily during the implementation of health distancing policy Fitriasari, Citation2020. This condition highlights that the Covid-19 crisis will affect SMEsâ sustainability Juergensen et al., Citation2020. Therefore, business owners need to respond quickly and appropriately by changing their sales strategy Lorentz et al., Citation2016. To deal with this, SMEs can elaborate on the use of technology and empower social media Dwivedi et al., Citation2021.Several preliminary works have documented the importance of social media in improving SMEsâ sustainability Kang & Park, Citation2018; Taneja & Toombs, Citation2014. Social media is not only effective in helping SMEsâ business growth Dahnil et al., Citation2014, but also as a consumer media to easily access new products, services, and SMEsâ DĆŸenopoljac et al., Citation2016. Social media is also a means for people to be engaged in online activities, market and even become an effective comparison in decision making Chatterjee & Kumar Kar, Citation2020. In addition, social media has become a kind of bridge between SMEsâ and the potential consumer community Abed et al., Citation2015. In short, Tripopsakul Citation2018 noted that effective use of social media can enhance productivity and business the technology transformation in the business confronts a new budget allocation for a business. Chatterjee and Kumar Kar Citation2020 revealed that a budget is required to involve marketing and understand how each platform works. As a consequence, the new model marketing and technology adoption requires an additional cost to be involved in their business. In the involvement of marketing technology using social media and the adoption of IEBT, it will refer to the technology acceptance model TAM Davis, Citation1989 and is robustly generated by perceived usefulness PEU and perceived ease of use PEOU. SMEs who have experienced the utility PEU, PEOU, social media marketing SMM and technology adoption IEBT will not feel high allocating costs for procurement and maintenance and have a positive impact on SMEsâ summarize, this study is purposed to examine the determinant dimension affecting the use of social media marketing. This investigation is essential to provide new insights regarding the adoption of information and communication technology ICT in Indonesia SMEsâ sustainability. We also holistically identified the factors that may impact SMEsâ sustainability and instruments that play a role in their development. We have admitted that several studies mentioning the level of e-commerce approval in developing nations are still inadequate Makiwa & Steyn, Citation2020. In Indonesia, these are affected by several critical factors, including erudite resources, awareness, information sources, and may the complexity of using e-commerce Rahayu & Day, Citation2017.This study provides three main contributions. First, it provides a contribution to the literature by highlighting what factors are affecting the technology adoption and SMM during the Covid-19 pandemic. Second, this study also attempts to link between technology adoption in SMEs, social media marketing, and SMEs sustainability in Indonesia that are absent in the preliminary studies. Some of the preliminary studies, for instance, Chatterjee and Kumar Kar Citation2020, A. Q. H. Chung et al. Citation2017, and Elbanna et al. Citation2019, have not discussed the relationship between SMEsâ sustainability and PEU, PEOU, and Cost. This research provides a deeper understanding of SMEsâ development and the importance of adopting internet/e-business technologies IEBT and SMM. Third, this study in Indonesia and the Covid-19 pandemic is unique due to the massive transformation from conventional to technology adoption and social media marketing as an effort to sustain their paper is presented as follows Section 1 concerns the background of the study and followed the relevant literature in Section 2. Next, we provide the study design, data collection, and measurement development in Section 3. Then, the findings and discussion of the study are presented in Section 4 and Section 5, respectively. Finally, section 6 informs the conclusion, managerial implication, and studyâs Theoretical review and Perceived of usefulness PEUThe perceived usefulness PEU occurs in the Technology Acceptance Model TAM, which is promoted by Davis Citation1989 and Davis et al. Citation1989 as the theoretical framework to envisage user acceptance of technology. PEU can be realized when SMEs believe that the involvement of a quality management system will help them promote achievement Davis, Citation1989; Davis et al., Citation1989. Furthermore, when SMEs look at the benefit of using Social Media Marketing SMM to lead to better productivity, there is no doubt that they will adopt this method in their business Kraus, Gast, Schleich, Jones, Ritter et al., Citation2019. Previous studies by Chatterjee and Kumar Kar Citation2020; Qalati et al. Citation2021 found that utilizing SMM will promote the SMEsâ performance. Several preliminary works have also highlighted the significant association of PEU with usersâ intentions to engage in new technologies Akinwale & Kyari, Citation2020. Recent studies confirmed that the use of social media through the PEU smartphone device has linear connectivity with the adoption of mobile phone technology Chatterjee & Kumar Kar, Citation2020; Kim & Chiu, Citation2019. Thus, the hypotheses are presented as follows H1 PEU has a positive impact on adoption of IEBT H2 PEU has a positive impact on social media Perceived ease of use PEOUThe perceived ease of use PEOU framework developed by Davis Citation1989 and Davis et al. Citation1989 that has been widely used to understand the adoption of new technology in business and other relevant areas. Some literature believes that perceived ease to use has been linked with the adoption of the internet/e-business technology Taherdoost, Citation2018; Tripopsakul, Citation2018. The underlying rationale is that the anxiety in using new technology drives new uses to avoid, while the friendly use of new technology will provide many advantages for the users Momani & Jamous, Citation2017. In the business context, entrepreneurs are more likely to adopt new technology when essential for enterprise development and easily implemented Ojo et al., Citation2019. The effective use of technology in terms of social media can perform a better accomplishment and revenue. This makes SMEs involve and attempt social media to run the business Sunday & Vera, Citation2018. With this condition, innovation is more accessible for users to implement, which results in users being motivated to adopt the technology Bankole & Bankole, Citation2017. We believe that PEOU positively drives with the exert of new technology. This belief is supported by previous studies by Chatterjee and Kumar Kar Citation2020 and Kraus et al. Citation2019, who documented this relationship. Therefore, the hypotheses are provided as follows H3 PEOU has a positive impact on Adoption of IEBT H4 PEOU has a positive impact on Social Media Cost COSIn economics, the value of the sacrifice that has been made by an economic actor is well-known as a cost. Therefore, all costs associated with a production process should be considered and described in planning the selling price of a product Teece, Citation2019. Trade-offs between advantages and opportunities are determined to assess costs Sculpher et al., Citation2017. Costs are required to utilize technology by SMEs for their growth Chittenden & Ambler, Citation2015. The nexus between cost and technology adoption is often perceived as being value-relevant Alam & Noor, Citation2009. Furthermore, insufficient participation constraints, affordable costs, and inadequate levels of IT skills requirements motivate SMEs to adopt quality management systems. In particular, SMEs in Indonesia will not involve SMM when the initial costs are expensive Derham et al., Citation2016. This needs to provide space for SMEs to connect with their buyers in such circumstances at an affordable cost Zhang et al., Citation2019. A preliminary work by Cassetta et al. Citation2020 mentioned that engaged adoption of e-business information and communication technology ICT in a business company showed that companies investing in various platforms of ICT have a greater placement towards e-business, while the company cites handicaps in linked with cost and delivery acquaintance with lower e-business involvement. Additionally, Orouji and Kafashan Citation2017 remarked that companies with many advantages over time report, including providing affordable costs and reaching new customers, tend to have higher e-business operations. H5 Cost has a positive influence toward the adoption of IEBT H6 Cost a positive influence toward the The adoption of internet/e-business technologies IEBTThe adoption of innovation by SMEs is associated with various factors, especially organization, environment, and technology Ifinedo, Citation2011. The technologyâorganizationâenvironment TOE blend concept is an incorporative program that combines technological dimensions, conditional organizational elements, and macro-environmental factors Dwivedi et al., Citation2020; Chiambaretto et al., Citation2020. SMEs recognize that innovation takes an important role and increases the advantages of current practices and systems. Consequently, it is forecasted that the engagement of Internet technology and e-business will promote a greater performance Ifinedo, Citation2011. Indirect and direct benefits from implementing IEBT can be seen in maximizing existing resources, which can impact profits. Several preliminary studies by Abd Rahman et al. Citation2017 and MĂŒller and Voigt Citation2018 have demonstrated that comparable benefit is a robust predictor of IEBT and associated technology in SMEs. In particular, SMEsâ acceptance of IEBT is seen from an alteration viewpoint. H7 Adoption of IEBT positively influences on SMM H8 Adoption of IEBT positively influences on SMEsâ Social media marketing SMM and SMEsâ sustainabilitySocial presence theory is described as the extent of the importance of other people in interactions and the resultant of interpersonal association Ahmad et al., Citation2018. SMM can be regarded as a new section and business practice engaged with promotion stuff, services, and ideas through the latest social media Dwivedi et al., Citation2020. Marketing activities undergoing online platforms enable the production of information and connections between members Yadav & Rahman, Citation2017 and the use of smartphone and web-based technology to establish synergistic media in which customers and group members share, co-create, discuss, and modify is known as content Dewnarain et al., Citation2019. The exploitation of customers generated content has enabled businesses to more accurately predict the future buying behavior of their customers A. J. Kim & Ko, Citation2012, increased the popularity of brand posts Kervin et al., Citation2012, attracted new customers Chow & Shi, Citation2015, establish awareness, enhance sales and promote loyalty Castronovo & Huang, Citation2012.In total, 90% of businesses worldwide is categorized as SMEs and have been reported responsible for approximately 70% of global pollution Singh & Thakar, Citation2018. However, the literature on sustainable development and corporate innovation concerns primarily on a sizeable scale, such as multinational ventures, while the sustainability diversion endeavored by SMEs is inadequately recognized and documented Li et al., Citation2020. Large companies are considered to have an adequate endowment for green motivation, while small- and medium-sized businessess are more likely to face financial issues, human and resource management to support sustainability. A preliminary study by Barbosa et al. Citation2020 mentioned that small business is confronted to conceptual understanding and equipment to assess and organize environmental results, assuming that sustainability calculates additional can be provided as a facet that helps in serving, saving, and maintaining three main accepted elements, such as the environment, community, and the economy Garbie, Citation2014. Sustainability enables organizations or companies to gain a competitive advantage in their business Luthra et al., Citation2015. Additionally, Raut et al. Citation2019 pointed out that the application of sustainable operations management SOM positively influences companiesâ business performance and minimizes side effects on the community and the environment. Gotschol et al. Citation2014 added that the internal activities in companies have a robust correlation with economic, environmental, social performance, and advantages for the organization in the long term. Companies should contemplate the green issue as an effort in reaching a competitive advantage and enhancing market share today in which highly erudite buyers tend to choose eco-friendly stuff Deif, Citation2011. Social sustainability activities allow companies to reach a better social reputation Marshall et al., Citation2015. For this reason, it can be concluded that sustainability is crucial for organizational activities, which is promoted through the SOM approach Shibin et al., Citation2018. H9 Social media marketing has a positive impact on SMEsâ sustainability3. Research designWe adopted a quantitative approach with partial least squares structural equation modeling PLS-SEM to increase understanding of how support for perceived usefulness PEU, perceived ease of use PEOU, and cost COS for SMEsâ Sustainability, and investigating the mediating role of the involvement of IEBT and Social Media Marketing SMM see Figure 1.The impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Figure 1. The research frameworkFigure 1. The research Participants and data collectionThe respondents were identified who owned small business scale SMEs in Malang, East Java of Indonesia. We proposed 130 questionnaires employing the Google forms platform, which are provided to respondents via WhatsApp and Telegram. We noted that seven questionnaires returned were invalid due to the invalid data provided. This research was conducted from July to September 2020. The participants in this study were asked for their anonymity to ensure ethical issues. The details of respondents are informed in .The impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Table 1. The characteristics of respondents Appendix Table A1 provides information about the respondents involved in this study. In general, the majority of respondents operates in micro-scale businesses, while a small percentage performs in medium-scale businesses with various working experiences. From the table, it can be seen that the educational background of respondents was graduates from senior high school with a percentage of 50%. Most of the participants were running the restaurant business and the average income was under 100 million IDR per Instrument development and data analysisWe adopted a survey method to attain an understanding of the existing phenomenon of SMEs in Indonesia in using social media marketing and SMEsâ sustainability. The instruments used in this study were adapted from previous studies and literature reviews see Table A1. The questionnaires were translated from English to Bahasa Indonesia with slight modification to adjust with the Indonesian context. First, perceived usefulness PEU was measured by five items from Chung et al. Citation2020 and Elbanna et al. Citation2019, while for perceived ease of use PEOU, it was adopted by Ware Citation2018 and Rana et al. Citation2019. To estimate cost COS, this study formulated five items from S. Chung et al. Citation2020 and Zhang et al. Citation2019 and the adoption of internet business technology IEBT was adapted by Chong and Pervan Citation2007 and Ifinedo Citation2011. Additionally, to measure social media marketing SMM, we elaborated three indicators from Shareef et al. Citation2018; Citation2019. Lastly, SMEsâ sustainability SS used five items from Elbanna et al. Citation2019; Chatterjee and Kumar Kar Citation2020. The questions asked participants to rate how strongly they agreed with each statement from 1 strongly disagree and 5 strongly agree. The data analysis approach in this work operated partial least squares structural equation modeling PLS-SEM with Smart PLS version Results and The outer model evaluationThe initial phase in determining the outer model of partial least square PLS aims to confirm that the instruments used are reliable. The criteria to determine the model achieve reliability when composite reliability CR and Cronbachâs Alpha are higher than Hair et al., Citation2014. This study found that the CR value of each construct ranges from to meaning that to achieve reliability see . Additionally, the indicator to perform the convergent validity is accomplished when the average variance extracted AVE is greater than Hair et al., Citation2014. From the calculation that has been provided in , several indicators, including PEU3, PEOU1, PEOU2, COS3, and IEBT4 need to be omitted, considering the item loading is smaller than After the expulsion, all items were above and the AVE value for each construct ranged from to > implicating to achieve the convergent impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Table 2. Calculation of Outer Model In addition to convergent validity evaluation, this study also conducted the discriminant validity using cross-loading factors. informs that the value of cross-loading for all variables PEU, PEOU, IEBT, SMM, and SS is higher than showing that the variables to meet the discriminant validity impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Table 3. Discriminant Validity Collinearity testThe collinearity test is intended to know the existing collinearity among variables studied, which is proxied through Variance Inflation Factor VIF. The criteria to consider accomplish the collinearity test when the VIF value is less than Hair et al., Citation2013. From the preliminary evaluation, all variables involved have the VIF coefficient score ranging from to However, one hypothesis was rejected, considering the t-value is see Figure 2.The impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Table 4. The Hypotheses Testing The impact of social media marketing for Indonesian SMEs sustainability Lesson from Covid-19 pandemicPublished online22 July 2021Figure 2. The structural equation modelling calculationFigure 2. The structural equation modelling Model fitR-square R2 model shows the accuracy of the model prediction Hair et al., Citation2020. R2 values that fall at or higher than are determined as substantial, and are categorized as moderate and weak, respectively Hair et al., Citation2014. The calculation indicates that PEU, PEOU, and COST account for of the IEBT variant, with moderate predictability. Meanwhile, PEU, PEOU, COST, and IEBT explained of the SMM variants with a moderate level of predictability. Likewise, PEU, PEOU, COST, IEBT, and SMM explained of the SMM variants with a moderate level of predictability. Furthermore, the f2 was conducted to understand whether exogenous constructs have a substantive influence on endogenous constructs. Referring to Hair et al. Citation2014, f2 values and respectively, represent the small, medium, and large effects of exogenous constructs on endogenous constructs. Specifically, the size effects of PEU, PEOU, and COST on IEBT had a large effect f2 value was Furthermore, the effect sizes of PEU, PEOU, COST, and IEBT on SMM had a large effect f2 value was Lastly, the size of the IEBT and SMM on SS was categorized as moderate f2 value DiscussionsThe finding of this current work answered nine hypotheses. In the beginning, the study confirmed the connectivity between PEU and the adoption of IEBT with the p-value of Accordingly, PEU also has an impact on SMM with the p-value of This result may be performed by the fact that the majority of SMEs are familiar with how to engage social media for business, and it has been considered a valuable tool for marketing purposes. Additionally, social media increases business productivity, helps with better query management, and promotes customer satisfaction. The results of the study reinforce the findings of prior works by S. Chung et al. Citation2020; Elbanna et al. Citation2019; Chatterjee and Kumar Kar Citation2020. In terms of the adoption of IEBT, SMEs have employed internet-based e-commerce or e-payment for their transactions. SMEs have also assimilated interned-based for their critical operations and business activities in SMEs requiring a high IEBT. The results of the study confirm the preliminary studies by Chong and Pervan Citation2007 and Ifinedo Citation2011, who remarked that SMM helped in terms of promotions and product services from SMEs. Several competitors have used social media for marketing, it has imperative to actively use social media. Employing SMM techniques is great for SMEsâ businesses Shareef et al., Citation2018, Citation2019.With respect to the first and second hypotheses, we found that PEOU robustly impacts the adoption of IEBT and SMM with a p-value of and t-value of respectively. The fundamental rationale is that SMM offers a preface and menu to be used. SMEs are also effortless to recognize new customers undergoing social media because it has already been used for their daily activities. The findings explained that social media provides information needed about customers, and it is unchallenging to advertise goods and services on social media platforms. The findings of the survey support the preliminary works by Ware Citation2018, Rana et al. Citation2019, and Chatterjee and Kumar Kar Citation2020. The fifth hypothesis mentioned that there is positive connectivity between costs on the adoption of IEBT. The data estimation indicated that the p-value was implicating that the cost has a significant effect on the adoption of IEBT. The results of this study are logical due to the fact that SMEs consider that the cost of handling customer inquiries has been reduced by using SMM. The cost of identifying new customers has been reduced through the use of quality management services. Customer awareness and training costs have been reduced with the use of quality management services. The overall cost of advertising and promotion has diminished undergoing quality management services. Likewise, the cost of SMEs for handling customer inquiries has been reduced by using quality management services. The findings of the study confirm the findings made by S. Chung et al. Citation2020, Zhang et al. Citation2019, and Chatterjee and Kumar Kar Citation2020.The surprise finding showed that costs failed to affect the SMM. The difference in our findings needs to be provided in this study context. Due to the increasing technology, SMM does not require high costs due to internet data packages from several cellular operators, which are also easier than competitive. Almost all SMEs involved in this study already use Android or iOS-based phones to already have a social media application on their smartphones. WhatsApp, Facebook, Instagram, and Telegram are getting familiar with their use. Some of the SMEs have a website, and the use of email facilities is not optimal. In this digital age, business competition is very high, making business people have to follow the development of marketing media, which is currently a trend. At the same time, their competitors use social media for marketing, so they have to be very active as well. The involvement of social media marketing techniques is appropriate for SMEsâ businesses that are perceived to have lower costs than conventional marketing. The results of this research decline the prior works of S. Chung et al. Citation2020, Zhang et al. Citation2019, and Chatterjee and Kumar Kar Citation2020. It is important for SMEs to take benefit of the existence of social media to improve the sales performance of their products. By utilizing social media, barriers to distance, space, and time, as well as prices of goods can be eliminated. In addition, SMEs no longer need a large space to display their products. Distance is also not an obstacle to sending goods because there are many courier services companies at affordable prices and quickly reach consumers Ahmad et al., Citation2018; Jacobson et al., Citation2020; Odoom et al., Citation2017.In addition, the study confirmed the influence of the IEBT adoption on SMM with the p-value of and t-value of Indeed, this research also showed the positive effect of the Adoption of IEBT on SMEsâ sustainability. The SMEs involved in this research have a condition that the adoption of IEBT has a robust effect on Social Media Marketing. The fundamental reason is that the IEBT has been adopted appropriately by SMEs in their marketing, payment, and business transactions. The number of operations and business activities in their company that require IEBT is high. This finding supports some preliminary studies by Chong and Pervan Citation2007; Ifinedo Citation2011. Currently, with this SMM, SMEs began to promote their goods and services through social media, which they felt was helpful for getting more profit in their last finding indicated the influence of SMM on SMEsâ sustainability. A possible explanation for these results may be the SMEsâ performance has increased after using social media platforms. The daily sales turnover is also above average compared to other SMEs whose marketing is not using social media platforms. The customers who have used social media platforms are more easily connected in conveying marketing information, and orders can be made with a personal message. The efficiency of identifying customer needs has been improved by using quality management services. Employeesâ creativity has been improved through the use of SMM because they have to update their status in marketing their products. This finding supports the findings by Elbanna et al. Citation2019; Chatterjee and Kumar Kar Citation2020.5. ConclusionThis study highlights how perceived usefulness, perceived ease of use, and cost drive internet/e-business adoption, social media marketing, and SMEsâ sustainability. This study indicates that the adoption of new business technology and social media marketing can be explained by perceived usefulness and ease to use of users, while cost variable has an impact on technological adoption, but it does not link with social media marketing. The paper also confirms a robust correlation between the internet/e-business adoption, social media marketing, and SMEsâ sustainability in Indonesia. The research has both practical and academic implications. First, this research provides valuable input for SMEs in both developing and developed countries to further increase their knowledge and skills in terms of digital-based marketing. Second, it highlights the importance of social media marketing in responding to world-changing. Therefore, the collaboration between universities and SMEs through a community services scheme to provide workshops and to mentor SMEs is suggested to maximize social media for marketing. The government needs to provide easy access for capital to SMEs. Third, it needs to provide a digital marketplace for the information and promotion of SMEs. Lastly, the Department of Industry and Trade can serve with practical activities primarily on marketing to have a greater market using social media marketing. This study suggests that the marketing model be changed from conventional to social media-based marketing. Also, training for SMEs for adopting social media marketing is essential to boost their sales. The government can take a role in providing this training and present the infrastructure that supports social media-based marketing models. When these two strategies are implemented, this can be used not only during the Covid-19 pandemic but for global competition. The main limitation is that the geographical setting solely involved SMEs in East Java of Indonesia and involved 123 participants. For this reason, future scholars can elaborate on the small business scale in entire Indonesia to obtain more comprehensive characteristics and factors supporting sustainability. This research can be an initial study for scholars linked with SMEsâ sustainability, primarily in the Indonesian context.. 316 4 73 492 102 300 115 127