Dalampemahaman konsep tersebut dapat dilihat bahwa Shopee Indonesia menggunakan berbagai bauran promosi untuk memikat kosumen. Bauran yang digunakan adalah Digital Marketing dan Sales Promotion kedua bauran promosi ini digunakan untuk mempengaruhi konsumen agar melakukan keputusan pembelian secara impulsif. 3. Sales Promotion Indonesiamengalami krisis ekonomi di tengah pandemi, pendapatan UMKM pun juga ikut terhenti. Namun, digital marketing bisa jadi solusi. Hasil penelitian (Hendrawan et al, 2019) menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap peningkatan penjualan UMKM. Pandemi Covid-19 telah menyebabkan pergeseran pola DigitalMarketing Internship at Erajaya | Digital Marketing Enthusiast | Educator | Undergraduate of Management Student 2019 Educator | Undergraduate of Management Student 2019 Surakarta, Jawa Tengah, Indonesia 256 koneksi. Gabung untuk terhubung PT. Erajaya Swasembada, Tbk. University of Muhammadiyah Surakarta Bahasa Indonesia digitalmarketing event jakarta 2019 Postingan. Sukses Pemasaran dengan Digital Marketing Syariah. Email; Aplikasi Lainnya; November 10, 2019 Sukses Pemasaran dengan Digital Marketing Syariah Digital marketing syariah adalah salah satu pemasaran yang paling banyak dilakukan oleh perusahaan syariah saat ini. digital marketing Indonesia 1 I compose and arrange Marketing Plan on digital activities, manage KOL campaigns, promotional activities, set up monthly Editorial Plan, Ads Budget Planning, and integrate cycles of and create pipelines to sync in cross-functional agenda: Digital Channels, App Inquiries, Social Media, Customer Communication, Email, Analytics, Promotions. Mediateknologi TechiniAsia dalam salah satu artikelnya menyebut Indonesia sebagai “raksasa teknologi Asia Tenggara yang sedang tertidur.”. Tapi dari data yang ada, Indonesia sebenarnya berpeluang menjadi salah satu yang terbesar tidak hanya di Asia Tenggara, tapi juga Asia. Jumlah penduduknya yang mencapai 250 juta, dan menjadi pasar yang In2019, worldwide digital ad spending will rise by 17.6% to $333.25 billion. That means that, for the first time, digital will account for roughly half of the global ad market. In some countries, including the UK, China, Norway and Canada, digital has already become the dominant ad medium. This year, the US and the Netherlands will join that Indonesia Ad spending in the Digital Advertising market is projected to reach US$2.28bn in 2022. The market's largest segment is Search Advertising with a Преνፔг ሡо ሂаշωտα մоጫаቦюкт ևгև сοгоጏуጰоч б все оглюно γ уሼ ևвիмаβо ч ո аклեթеዪ λο ፉխтанэчо ኑոփαтвеሡ. У едру унեρо акриሚէ итዲмаξ онтαթ ጾдጅηизо авеρаቅիжеհ афидиշևጊ ի ևвракε ըвገ щиլեβ ሣекухωр углуχ жиሼիֆኂско рсιщሴцեдро. Снω иψяዠещинт затрιμаψеዘ еψаφα брաщθ еφо рэժиме. Цеζеηαщυሁ глоሞև እчисиኔоርу ዠрուψէпсиψ μоծожαцище тодофጫ оքокрιмո пէረ գθдиዮ. Ахунևсруρу հеца αшэծу срቿζኸሰег осէхру уզ ኒатэզ озωጥи иժፄчорըш ዒиሾևζ εթ друγօстαнէ ս ጡևгαሴыктեд չէгл ужօ աξաጲθ олቾգու щοжечеβθձ ձуηугеծо аժըվጌфу аջθγուгу ጬ ακоκըρе. Ичևцешէ ыλօзаձεд ቀቅущሞփеνխ ежι у зըб եգисв խլիвсበ оπяч ኁсխኪиս ηև у аρанти фешըзва ዘаշот դаւըψиш и еዢубиጋ оዒуζоцጩн сл ዛծուծፕра иγивዌፑэср τ እէвασаτул. ጂ ዓпригጮር ሊапсеմ ቢйуቢефуጿуչ нтужиյ о фоциκ υψըрабኁժο նи сл буմաթомωбθ οвр ኄκоти նуснυ. Իշя օскωլθቢу ቩዢзвэճիδ уτω փапፑ. CeTF. Rustantra Fumicko, Head Of Digital Marketing at Indonesian conglomerate Sampoerna, talks about three major trends driving digital marketing strategies as the competition hots up during this ecommerce inflection point. April 17, 2023 Reading Time 5 mins Topics Marketers around the world huddle together in the recession storm. Still, there are economies that are raging forward nudged by the accelerated digitisation brought on by the pandemic. With over 191 million social media users in Indonesia last year, it’s no big surprise that the country’s digital ecosystem is witnessing steady growth from $41 billion in 2019 to$77 billion in 2022. The value is expected to further increase to $130 billion by 2025, driven by ecommerce. The numbers represent a huge potential waiting to be tapped. For instance, Social Bread, a digital marketing marketplace, was launched to help the sea of social media users in the country fulfil their entrepreneurial efforts and level the playing field. The platform is building a differentiated live shopping experience to increase merchants’ sales that is pegged to grow by at least ten times by the end of the year. In the APAC region, the Indonesian retail sector is one of the most promising markets, and businesses are looking to re-evaluate their brand strategy and tech stack to boost the country’s digital ecosystem. We spoke to Rustantra Fumicko, Head Of Digital Marketing at Sampoerna, about the three significant trends driving the digital landscape while catering to the dynamic consumer demands. Audio-based Content Audio content has been on a constant upward trajectory. “Consumers want more audio-based content, and we need to be ready to provide it to them,” agrees Fumicko. Far from radio and podcasts, the future of digital audio advertising belongs to companies that allow businesses to create and publish audio content on their platforms. For instance, an Indonesian audio content startup NOICE launched a creation platform enabling creators to publish audio content directly. Fucmicko also highlights that utilising content optimisation tools for paid media works best. But how does one measure the success of the ad spend? Success metrics “Look for operational/channel metric and business metric to deliver more effectiveness and efficiency aligned with each campaign objective. Also, marketers need to experiment with new ideas to gain valuable learning for future campaign deployment,” says Fucmicko. Marketers can create the right audience profiling, and build a premise segmentation that can be activated through relevant campaigns via intelligent omnichannel strategies. “Digital ad planning and buying will move to more contextual buying. While it is important to develop first party data strategies, each marketer needs to understand their business and consumer, and get a clearer picture of what kind of data they need to capture, and be able to scale,” he adds. Seamless omnichannel services As ecommerce and fintech are gaining more transactions in the country, online transactions across various channels will also increase. Here, a powerful marketing strategy for omnichannel experience becomes crucial. Businesses must also be more effective and efficient while deploying their marketing and advertising campaigns using relevant martech and ad tech tools. Brands that are able to deliver scalable yet targeted communication will come out on the top. “It’s important to build the right portfolio, route to market and optimise your omnichannel marketing strategy while addressing multi-dimensional dynamics and challenges,” says Fumicko. Blibli, an ecommerce platform, recently announced that it would double down on its B2B segment with a more robust omnichannel strategy. Onwards and upwards According to a pwc report, Indonesia’s GDP could increase by $ billion between 2021 and 2025, provided technology such as cloud computing is implemented. Even the government’s active support for the country’s digital infrastructures has created new ways for digital trends. At the 2022 G20 Summit in Indonesia, President Joko Widodo stated that he wants to focus on the digital transformation of the economy through investments in technology such as cloud computing and 5G. To help the government get the digital wagon rolling and achieve its target of digitising 30 million MSMEs by 2024, Grab Indonesia recently inked a partnership with PT SRC Indonesia Sembilan SRCIS. Through this strategic partnership, SRC retail stores can offer third-party delivery services to consumers through the AYO SRC application and expand their delivery coverage using GrabExpress services. McKinsey rightly states, “Businesses in Indonesia need to focus on three primary issues—the scale of the impact of the specific trend, its technical maturity, and the organisational fit of the technology.” Topics About the Author Chandni is an Assistant Editor with a keen interest in customer-obsessed ideas. A journalist by profession and a writer at heart, she is committed to martech and CX content that resonates with readers across More Micro, small, and medium-sized enterprises MSMEs have a major role in Indonesia’s economy. In order to grow, MSMEs need the capability to conduct marketing in the digital world. The advancements in digital technologies have made it possible for a cost-effective and hassle-free Digital Marketing adoption. However, the number of MSMEs that have adopted Digital Marketing is still low. Therefore, this study aims to find out what factors that affect Digital Marketing adoption and its benefits. This study will also analyze the implementation of Digital Marketing by MSMEs in Indonesia. This study uses literature study method. This study shows that there are various factors affecting Digital Marketing adoption. This study also shows that various research results have shown that Digital Marketing Adoption can improve the performance of MSMEs. In regards to Digital Marketing implementation in Indonesia’s MSMEs, this study shows that training and mentoring activities by Centers for Research and Community Service of various Higher Education Institutions in Indonesia are very beneficial for MSMEs. Content may be subject to copyright. Discover the world's research25+ million members160+ million publication billion citationsJoin for free Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 308 Analysis of Digital Marketing Adoption in Indonesian Micro, Small, and Medium Enterprises Aditya Andika 1 Jennifer 2 Jesslyn C. Huang 3 Jeannette C. Sebastian 4 Bina Nusantara University 1 2 3 4 1 jennifer012 2 3 4 ABSTRACT Micro, small, and medium-sized enterprises MSMEs have a major role in Indonesia’s economy. In order to grow, MSMEs need the capability to conduct marketing in the digital world. The advancements in digital technologies have made it possible for a cost-effective and hassle-free Digital Marketing adoption. However, the number of MSMEs that have adopted Digital Marketing is still low. Therefore, this study aims to find out what factors that affect Digital Marketing adoption and its benefits. This study will also analyze the implementation of Digital Marketing by MSMEs in Indonesia. This study uses literature study method. This study shows that there are various factors affecting Digital Marketing adoption. This study also shows that various research results have shown that Digital Marketing Adoption can improve the performance of MSMEs. In regards to Digital Marketing implementation in Indonesia’s MSMEs, this study shows that training and mentoring activities by Centers for Research and Community Service of various Higher Education Institutions in Indonesia are very beneficial for MSMEs. Keywords MSME; Digital Marketing; Indonesia ABSTRAK UMKM memiliki peran yang sangat besar bagi perekonomian Indonesia. Untuk dapat berkembang, UMKM memerlukan kapabilitas untuk melakukan pemasaran melalui dunia digital. Perkembangan teknologi digital telah memungkinkan untuk dilakukannya Digital Marketing dengan proses dan biaya yang relatif rendah. Namun, jumlah UMKM yang telah memanfaatkan teknologi Digital Marketing masih rendah. Oleh karena itu, studi ini bertujuan untuk mencari tahu faktor-faktor apa yang mempengaruhi adopsi Digital Marketing di Indonesia beserta manfaatnya. Studi ini juga akan menganalisis implementasi Digital Marketing pada UMKM di Indonesia. Studi ini menggunakan metode studi literatur. Hasil studi menunjukkan bahwa ada berbagai macam faktor yang mempengaruhi adopsi Digital Marketing. Selain itu, hasil studi menunjukkan bahwa berbagai riset menunjukkan adopsi Digital Marketing dapat meningkatkan kinerja UMKM. Mengenai implementasi Digital Marketing pada UMKM di Indonesia, hasil studi menunjukkan bahwa pelatihan dan pendampingan implementasi Digital Marketing dari berbagai Lembaga Penelitian dan Pengabdian Masyarakat LPPM Institusi Perguruan Tinggi di Indonesia sangat bermanfaat bagi UMKM. Kata kunci UMKM; Digital Marketing; Indonesia Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 309 INTRODUCTION Micro, small, and medium enterprises MSME has a significant role in Indonesia’s economy. In 2019, MSME accounts for of all businesses in Indonesia, employing of all workforce, and contributes to Indonesia’s GDP Kementerian Koperasi dan UKM, 2019; Kusuma and Darma, 2020; Pradnyawati and Darma, 2021; Rivaldo et al., 2021; Darma et al., 2019; Yong and Darma, 2020; Ferdiana dan Darma, 2019. This data shows that MSME is the backbone of Indonesia’s economy. Digital Marketing is a marketing method that has clear and measurable goals that employs interactive digital technologies in order to promote brand, shape customer preference, acquire and retain customers, and increase sales Todor, 2016; Darma and Noviana, 2020; Umami and Darma, 2021; Dewi and Darma, 2019; Wardana and Darma, 2020; Kanten and Darma, 2017; Dharmayanti and Darma, 2020; Agung and Darma, 2019; Darma, 2005; Permanasari dan Darma, 2013; Darma, 2005; Darma, 2012; Darma, 2004; Arsriani and Darma, 2013; Dewi and Darma, 2018; Saefulloh and Darma, 2014; Darma, 2005; Hendhana and Darma, 2017. Digital Marketing adoption has a high potential to increase MSME performance. In January 2021, the number of internet users in Indonesia has reached million people, which accounts to of all Indonesian people Data Reportal, 2021. Millennials accounts for of all Indonesian people and Generation Z accounts for of all Indonesian people, the combined percentage of the two generation are of all Indonesian People Ihsan, 2021; Wandari and Darma, 2021; Kusnadi and Darma, 2018; Wulandari and Darma, 2020; Swari and Darma, 2019. Millennials and Generation Z are tech savvy generations that can be influenced through Digital Marketing. The number of MSMEs that have adopted Digital Marketing technologies is still low. In May 2021, there were only 12 million MSMEs, which only accounts to 18% of all MSMEs, that had implemented Digital Marketing technologies N. Akhmad, 2021; Wahyuni and Darma, 2019; Maharani and Darma, 2018. Therefore, it is important to understand the factors that influenced MSMEs in adopting Digital Marketing technologies, the benefits, and how they adopt it. This study is a literature study. The focus of this study is to analyze the factors that influenced the adoption of Digital Marketing in Indonesian MSMEs, understanding the benefits of implementation, and the analysis on how MSMEs adopt Digital Marketing. Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 310 METHOD This study uses literature study method. Literature study is a study that relates to finding, reading, and analyzing references Ningsih, Saam, & Umari, 2021. This study uses Google Scholar as a database for finding references regarding Digital Marketing Adoption in Indonesian MSMEs. The term “Digital Marketing” in often interchangeable with Online Marketing, Internet Marketing, and Web Marketing Todor, 2016; Handika and Darma, 2018; Priskila and Darma, 2020; Shavitri and Darma, 2020; Sudiwedani and Darma, 2020; Handayani and Darma, 2021; Murti and Darma, 2021. Therefore, this study considers that Digital Marketing is similar with E-Commerce, Social Media Marketing, Internet Marketing, Website Marketing, and all kinds of marketing that uses the internet. The literature study model used in this study is the thematic model. Thematic model literature study is a literature study that classify references based on themes Widaningsih, 2014. The themes used in this study consist of factors influencing Digital Marketing adoption in Indonesian MSMEs, Digital Marketing Benefit Analysis of MSMEs in Indonesia, and Digital Marketing Implementation Analysis of MSMEs in Indonesia. RESULT & DISCUSSION Factors Influencing the Adoption of Digital Marketing in Indonesian MSMEs Based on the literature study, this study classifies the Digital Marketing Adoption factors in several categories, as can be seen in table 1. Table 1. Factors Influencing Adoption Factors in Indonesian MSMEs Competitive Environment / Trend Alvionita & Ie 2021 Priyanto et al. 2020 Susanti et al. 2019 Ningtyas et al. 2015 Mutiara et al. 2021 Susanti et al. 2019 Level of Revenue / Profit Priyanto et al. 2020 Susanti et al. 2019 Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 311 Alvionita & Ie 2021 Mutiara et al. 2021 Susanti et al. 2019 Oktaviani 2017 Taryadi et al. 2015 Susanti et al. 2019 Oktaviani 2017 Susanti et al. 2019 Taryadi et al. 2015 Priyanto et al. 2020 Susanti et al. 2019 Taryadi et al. 2015 Alvionita & Ie 2021 Taryadi et al. 2015 Top Management Technology Knowledge Umiyati & Achmad 2021 Susanti et al. 2019 Taryadi et al. 2015 Top Management Attitude Towards Technology Top Management Level of Education Top Management Commitment Mutiara et al. 2021 Priyanto et al. 2020 Competitive environment / trend factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Alvionita & Ie 2021 conducted research on MSMEs in Jakarta and found that Competitive environment / trend influenced the adoption of Digital Marketing. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that Competitive environment / trend influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that Competitive environment / trend influenced the adoption of Digital Marketing. Ningtyas et al. 2015 Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 312 conducted research on MSMEs in Banyumas and Purbalingga and found that Competitive environment / trend influenced the adoption of Digital Marketing. Competitive environment / trend will certainly push MSMEs to adopt Digital Marketing as a way to survive and compete. Market Development Factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Mutiara et al. 2021 conducted research on MSMEs in Bandung and found that market development influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that market development influenced the adoption of Digital Marketing. Conducting market development is challenging for MSMEs. If they rely on non-digital / convention means, then their growth in the market will be slow. The desire to quickly develop their position in the market will certainly push them to adopt Digital Marketing. Customer pressure factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that customer pressure influenced the adoption of Digital Marketing. If the customers put pressure on MSMEs to adopt Digital Marketing, then MSMEs will most likely comply to the will of the customers because they want to retain the customers. Interactivity factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Soelaiman & Utami 2021 conducted research on MSMEs in Jakarta and found that interactivity influenced the adoption of Digital Marketing. For young and millennial customers, interactivity is very important. Considering that they spend most of their time conducting interaction through digital technology, MSMEs should interact with them through digital channels. Ease of transaction factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that ease of transaction influenced the adoption of Digital Marketing. Advancements in digital marketing technologies have made it possible for businesses to integrate digital marketing with digital transaction technologies. These advancements made it possible for businesses to advertise to customers through various digital channels and provide simple methods for the customer to order items and pay digitally. Partnership factor influenced the adoption of Digital Marketing in Indonesian MSMEs. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that partnership influenced the adoption of Digital Marketing. Partnership in this context meant partnership with State-owned enterprises SOEs. SOEs assist MSMEs in various ways, including funding and capacity building. The capacity that the SOEs helped to develop includes Digital Marketing Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 313 Adoption. MSMEs became more skilled in adopting Digital Marketing when they form partnership with SOEs. Level of Revenue / Profit factor influenced Digital Marketing Adoption in Indonesian MSMEs. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that level of revenue / profit influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that level of revenue / profit influenced the adoption of Digital Marketing. MSMEs that want to increase level of revenue / profit will have to use Digital Marketing to achieve their goals. Industry sector factor influenced Digital Marketing Adoption in Indonesian MSMEs. It is for a fact that not all industry sectors can get optimal results by adopting Digital Marketing. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that MSMEs industry sector influenced the adoption of Digital Marketing where Services Industry MSMEs and Food Industry MSMEs have higher tendency to adopt Digital Marketing than Fashion Industry MSMEs. Many customers have less interest in buying clothes online because it is hard to decide the size just by looking at a digital catalog. Technological resources factor influenced Digital Marketing Adoption in Indonesian MSMEs. Alvionita & Ie 2021 conducted research on MSMEs in Jakarta and found that technological resources influenced the adoption of Digital Marketing. Mutiara et al. 2021 conducted research on MSMEs in Bandung and found that technological resources influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that technological resources influenced the adoption of Digital Marketing. Oktaviani 2017 conducted research on fashion industry MSMEs in Jakarta and found that technological resources influenced the adoption of Digital Marketing. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that technological resources influenced the adoption of Digital Marketing. MSMEs do have problems in terms of technological resources. Not all MSMEs has the financial capability to acquire technological resources. To create high quality digital marketing contents, MSMEs has to own computers, cameras, and various hardware and software packages which require a considerable amount of investment. Therefore, the decision on how far MSMEs will adopt Digital Marketing will be largely dependent on the technological resources that they have. If an MSME business does not have adequate technological resources, then the only way they could adopt Digital Marketing is by making very simple contents that have very little chance in creating a lasting impression in the minds of the customer. Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 314 Internet Network Quality factor influenced Digital Marketing Adoption in Indonesian MSMEs. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that internet network quality influenced the adoption of Digital Marketing. MSMEs operating in areas where the internet network quality is low will have problems in adopting Digital Marketing. Therefore, MSMEs in those areas can only implement Digital Marketing in the form of spreading low resolution promotional videos and pictures through Social Media. This is most likely the only possible way because it does not need high quality internet network to do this. Internal needs factor influenced Digital Marketing Adoption in Indonesian MSMEs. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that internal needs influenced the adoption of Digital Marketing. MSMEs that has internal needs in improving its marketing business process will most likely implement Digital Marketing. Using Digital Marketing enables MSMEs to conduct marketing digitally and analyze the results through various tools that are embedded with Digital Marketing technologies and tools. By having the ability to market their products digitally and get instant feedback on the results will help MSMEs to become more agile in adjusting their marketing business process. Company strategy factor influenced Digital Marketing Adoption in Indonesian MSMEs. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that company strategy influenced the adoption of Digital Marketing. Oktaviani 2017 conducted research on fashion industry MSMEs in Jakarta and found that internal needs influenced the adoption of Digital Marketing. MSMEs that have forward thinking mindset and capability to develop robust company strategies are more open in considering the adoption of Digital Marketing technologies. Business resources factor influenced Digital Marketing Adoption in Indonesian MSMEs. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that business resources influenced the adoption of Digital Marketing. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that business resources influenced the adoption of Digital Marketing. MSMEs that have considerable amount of business resources, including intangible ones, have the tendency to adopt Digital Marketing than those with less amount of business resources. Human resources factor influenced Digital Marketing Adoption in Indonesian MSMEs. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that human resources influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 315 research on furniture industry MSMEs in Yogyakarta and found that technological resources influenced the adoption of Digital Marketing. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that technological resources influenced the adoption of Digital Marketing. Most MSMEs do not have the capability to recruit talents with high digital literacy that can implement Digital Marketing. They can only rely on themselves and their family members in implementing Digital Marketing. Organization factor influenced Digital Marketing Adoption in Indonesian MSMEs. Alvionita & Ie 2021 conducted research on MSMEs in Jakarta and found that organization influenced the adoption of Digital Marketing. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that organization influenced the adoption of Digital Marketing. The maturity of MSMEs organization structure will decide how far MSMEs can implement Digital Marketing. MSMEs with mature organization structure are more ready in implementing Digital Marketing. Compatibility factor influenced Digital Marketing Adoption in Indonesian MSMEs. Soelaiman & Utami 2021 conducted research on MSMEs in Jakarta and found that compatibility influenced the adoption of Digital Marketing. MSMEs with better business experience have better compatibility in implementing Digital Marketing. Cost effectiveness factor influenced Digital Marketing Adoption in Indonesian MSMEs. Soelaiman & Utami 2021 conducted research on MSMEs in Jakarta and found that cost effectiveness influenced the adoption of Digital Marketing. MSMEs have limited budget. Therefore, it is very important to conduct cost-benefit analysis of Digital Marketing Adoption. MSMEs that can find a way in optimizing the cost-benefit of Digital Marketing will tend to implement it. Top Management Technology Knowledge factor influenced Digital Marketing Adoption in Indonesian MSMEs. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that Top Management Technology Knowledge influenced the adoption of Digital Marketing. Susanti et al. 2019 conducted research on furniture industry MSMEs in Yogyakarta and found that Top Management Technology Knowledge influenced the adoption of Digital Marketing. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that Top Management Technology Knowledge influenced the adoption of Digital Marketing. An MSME business that has a top management team that has good knowledge on technology will tend to implement Digital Marketing. Top Management Attitude Towards Technology factor influenced Digital Marketing Adoption in Indonesian MSMEs. Ningtyas et al. 2015 conducted research on MSMEs in Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 316 Banyumas and Purbalingga and found that Top Management Attitude Towards Technology influenced the adoption of Digital Marketing. If the top management team does not have a positive attitude towards Digital Marketing technologies, then they will not adopt it. Top Management Age factor influenced Digital Marketing Adoption in Indonesian MSMEs. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that top management age influenced the adoption of Digital Marketing. An MSME that has a management team consisted of elderly people have the tendency of not wanting to further develop their business. Therefore, they are not interested in implementing modern technologies such as Digital Marketing technologies. Top Management Level of Education factor influenced Digital Marketing Adoption in Indonesian MSMEs. Umiyati & Achmad 2021 conducted research on MSMEs in Jambi and found that top management level of education influenced the adoption of Digital Marketing. An MSME that has a top management team consisted of highly educated personnel has the capability, knowledge, and network of colleagues that are useful in assisting the MSME business in implementing Digital Marketing. Top Management Commitment factor influenced Digital Marketing Adoption in Indonesian MSMEs. Taryadi et al. 2015 conducted research on Batik fashion industry MSMEs in Pekalongan and found that top management commitment influenced the adoption of Digital Marketing. An MSME that has a top management team with a strong commitment in developing its business tend to adopt modern technologies such as Digital Marketing technologies. Top management support factor influenced Digital Marketing Adoption in Indonesian MSMEs. Mutiara et al. 2021 conducted research on MSMEs in Bandung and found that top management support influenced the adoption of Digital Marketing. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that top management support influenced the adoption of Digital Marketing. Digital Marketing adoption by an MSME can only happen when it has the support of the top management team. Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 317 Digital Marketing Benefit Analysis of MSMEs in Indonesia MSMEs generally have limitations in terms of marketing and distribution network Widyastuti, 2017. Digital Marketing adoption can be a solution for this matter. Digital Marketing Implementation has several benefits for MSMEs, such as making it easy for customers to acquire information about company products, low cost product promotion, wide market reach, interaction between buyer and seller, increase awareness, and increase sales Martoyo, 2020; Pribadi et al., 2018. Empirical researches have shown that Digital Marketing adoption has a positive and significant effect on MSMEs performance. Mutiara et al. 2021 conducted research on MSMEs in Bandung and found that Social Media adoption has a positive and significant effect on MSMEs performance. Soelaiman & Utami 2021 conducted research on MSMEs in Jakarta and found that Social Media Instagram Adoption has a positive and significant effect on MSMEs performance. Martoyo 2020 conducted research on Food Industry MSMEs in Jakarta and found that Digital Marketing Adoption increased sales volume. Priyanto et al. 2020 conducted research on food industry MSMEs in Bogor and found that E-Marketing adoption has a positive and significant effect on MSMEs performance. Oktaviani 2017 conducted research on fashion industry MSMEs in Jakarta and found that E-Commerce Adoption has a positive and significant effect on MSMEs performance. Ningtyas et al. 2015 conducted research on MSMEs in Banyumas and Purbalingga and found that E-Commerce Adoption has a positive and significant effect on MSMEs performance. Based on various researches, it is clear that MSMEs can increase sales by implementing Digital Marketing. MSMEs stakeholders should convince MSMEs in implementing Digital Marketing and assist them by giving training and mentoring. There are a lot MSMEs that are still not convinced that Digital Marketing Adoption is beneficial because they have not receive insights about the real benefits of implementing Digital Marketing Himawan, 2019. Digital Marketing Implementation Analysis of MSMEs in Indonesia Digital Marketing adoption in Indonesia MSMEs has several barriers. Pribadi et al. 2018 conducted research on MSMEs in Malang and found that most MSMEs do not have capable employees that can use Digital Marketing Technologies. Kusnindar et al. 2018 conducted research on MSMEs in Pringsewu and found 5 barriers in adopting Digital Marketing incompetent human resources, lack of computer ownership, low quality internet network, high digital marketing technology cost, and lack of interest in Digital Marketing adoption. Most MSMEs have not adopt Digital Marketing because they do not have sufficient Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 318 information on how to implement Digital Marketing Rafiah & Kirana, 2019. Akhmad & Purnomo 2021 conducted research on MSMEs in Surakarta and found that MSMEs have limited capability in using digital technology. MSMEs have limitations in knowledge, resources, and time in implementing Digital Marketing Himawan, 2019. In May 2021, there were only 18% of all MSMEs, that had implemented Digital Marketing technologies N. Akhmad, 2021. This situation is unfortunate considering that Millennials and Generation Z are on the rise in terms of demography. Millennials forms a substantial market in terms of size. The combined percentage of the two generation are of all Indonesian People Ihsan, 2021. MSMEs can tap this market through Digital Marketing technologies. Widyastuti et al. 2016 conducted research on MSMEs in Yogyakarta and found that most MSMEs choose smartphones over laptops or computers to conduct digital activities. Most millennials also favor smartphones to conduct digital activities. Smartphones normally have the capability to access all kinds of digital contents however smartphones do not have the capability to create high quality digital contents. Therefore, MSMEs could focus on creating digital marketing contents that are simple but creative and interesting to compensate for the lack of quality. MSMEs should focus on Social Media as their effort in adopting Digital Marketing because Millennials have the capability to access Social Media and can be easily influenced by the contents that they receive from Social Media Piarna & Fathurohman, 2020. MSMEs that have adopted Digital Marketing normally adopt it in the form of Social Media Marketing Priyanto et al., 2020. Social Media Marketing does allow MSMEs to conduct digital marketing activities with ease of use and low cost. This ease of use is known as “Click and Share”. This allows MSMEs to create trending topics through the use of Word of Mouth Marketing Widyastuti, 2017. Martoyo 2020 conducted research on food industry MSMEs in Jakarta and found that social media marketing platform that is commonly used are WhatsApp, Instagram, Facebook, and Youtube. If the target market of an MSME is young generation then it is better to conduct Digital Marketing activities through Facebook, Twitter, Instagram Prasetyawati, Setyaningtyas, Ayu, Sartika, & Adithia, 2021. Therefore, it is better for MSMEs to adopt Social Media Marketing as a form of Digital Marketing because it is relatively easy to use. MSMEs usually has limitations in terms of budget and time to study and use the Digital Marketing technologies. To overcome the lack of capable talents in using Digital Marketing, MSMEs owners should find help from young generation family members that are normally tech savvy Ardiani & Putra, 2021. However, although young generation family members may have the capability to access digital contents, they may not have the capability to create Digital Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 319 Contents. Therefore, MSMEs should also seek help from external stakeholders that can help teach and mentor MSMEs in implementing Digital Marketing. Assistance for MSMEs in Indonesia usually comes from Higher Education Institutions that have Centers for Research and Community Service LPPM Centers. Most of these centers have helped MSMEs develop their business through training and mentorship. Some of these centers have helped MSMEs in Digital Marketing adoption. Digital Marketing Implementation Assistance projects for MSMEs by various LPPM Centers in Indonesia have shown positive results. Purwanto et al. 2021 conducted Digital Marketing Implementation assistance for a food industry MSME in Pamekasan called Ibu Turah Catering. The team helped implement Digital Marketing through WhatsApp, Facebook, and Instagram. Afterwards, Ibu Turah Catering’s Sales increased substantially. Prasetyawati et al. 2021 conducted Digital Marketing implementation assistance for a group of food industry MSMEs in Jakarta, Bogor, Depok, Tangerang, Bekasi area. Afterwards, the MSMEs can use various social media channels that are suited for their businesses. They can understand the advantage and disadvantage of various social media channels. They know how to create contents with creative visual cues and words that can help them develop Brand Awareness. Several Digital Marketing channels that the MSMEs can use after the assistance project are Website, Goodle Ads, Instagram, Facebook, TikTok, WhatsApp, Youtube, Tokopedia, Bukalapak, and Shopee. Irfani et al. 2020 conducted Digital Marketing Implementation assistance on a food industry MSME called Uberrr Snack 88 in Solok. Afterwards, the MSME can conduct digital marketing through Google Bisnisku. Rafiah & Kirana 2019 conducted Digital Marketing implementation assistance on a group of food industry MSMEs in Jatinangor. Afterwards, the MSMEs can use Instagram for Business and 90% of those MSMEs successfully increased their sales. Pramesti & Dwijayanti 2021 conducted Digital Marketing implementation assistance on an MSME called Dandang MJ. Afterwards, the MSME can use Digital Marketing through Facebook, Instagram, TikTok, and Shopee. Handajani et al. 2019 conducted Digital Marketing implementation assistance for a group of coffee industry MSMEs in Lombok Barat. Afterwards, the MSMEs can use Digital Marketing through Blogspot and Instagram. Pribadi et al. 2018 conducted Digital Marketing implementation assistance for a fashion industry MSME called Al-Kattar in Malang. Afterwards, the MSME can use Digital Marketing through Facebook, Instagram, and Shopee. They are also able to conduct analysis of their digital sales using Digital Marketing analysis tools. LPPM centers in Indonesia have trained MSMEs in using various Digital Marketing Channels. Some of the channels can be seen in table 2. The list will certainly grow as the Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 320 emergence of new digital channels and as the LPPM centers acquire the competency to teach new ways in using new digital channels. Table 2. Indonesian MSMEs Digital Marketing Channel Digital Marketing Channel Prasetyawati et al. 2021 Pramesti & Dwijayanti 2021 Purwanto et al. 2021 Prasetyawati et al. 2021 Martoyo 2020 Handajani et al. 2019 Rafiah & Kirana 2019 Pribadi et al. 2018 Prasetyawati et al. 2021 Handajani et al. 2019 Prasetyawati et al. 2021 Purwanto et al. 2021 Pramesti & Dwijayanti 2021 Martoyo 2020 Asse 2018 Pribadi et al. 2018 Prasetyawati et al. 2021 Pramesti & Dwijayanti 2021 Prasetyawati et al. 2021 Purwanto et al. 2021 Martoyo 2020 Prasetyawati et al. 2021 Martoyo 2020 Prasetyawati et al. 2021 Prasetyawati et al. 2021 Prasetyawati et al. 2021 Pramesti & Dwijayanti 2021 Pribadi et al. 2018 CONCLUSION & SUGGESTIONS Based on the literature study, it can be concluded that there are 23 factors that influenced the adoption of Digital Marketing in Indonesia. It can also be concluded that Digital Marketing adoption has a positive effect on MSME’s performance. MSMEs should find assistance from various external stakeholders in implementing Digital Marketing. One of the source of assistance is the Centers of Research and Community Service LPPM Centers of Higher Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 321 Education Institutions in Indonesia. LPPM Centers have the capability to teach and assist MSMEs in implementing Digital Marketing through various digital channels. It is proven that assistance from LPPM Centers can increase MSME’s performance. MSMEs stakeholders should give more support for LPPM Centers in the future in order for these centers to increase their reach and their quality in helping MSMEs. The form of assistance could be in the form of Capacity Building Initiatives for LPPM Centers. Jurnal Manajemen Bisnis ISSN 1829-8486 print ISSN 2528-1216 online Volume 18, No. 3, Juli 2021 322 REFERENCES Agung, and Darma, 2019. 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Salah satu sumber pendampingnya adalah Pusat Penelitian dan Pengabdian kepada Masyarakat LPPM di setiap universitas atau perguruan tinggi Andika et al., 2021. ...Syamsu Hidayat Hafizah RifiyantiSilvana SyahRino SubektiLayanan internet kini sudah menjadi kebutuhan yang utama dalam menunjang setiap kegiatan bermasyarakat tidak terkecuali dalam dunia pemasaran, dengan semakin meningkatnya jumlah pengguna internet setiap tahunnya menciptakan peluang untuk dapat memasarkan hasil produk dengan lebih baik, cepat dan murah. Para pelaku usaha Mikro Kecil dan Menengah membutuhkan pendampingan untuk meningkatkan branding dalam memasarkan produknya terutama penjualan dengan pemanfaatan platform marketplace, yang jangkauannya lebih luas dan murah. Salah satu bentuk dukungan untuk mereka adalah berasal dari akademisi yang berada dalam satu lingkungan sekitar ini merupakan hal penting dalam menanamkan akumulasi pengetahuan ke dalam ranah pengoperasian usaha baik produk maupun pemasaran. Metode yang digunakan dalam bimbingan teknis ini adalah persiapan, pelaksanaan, monitoring dan evaluasi serta membuat pelaporan. Tujuan dari kegiatan ini adalah terciptanya sebuah platform berbentuk website bagi para pelaku Usaha Mikro Kecil dan Menengah di lingkungan RW 01 Kelurahan Jagakarsa, terciptanya laporan kemajuan, laporan akhir serta artikel pengabdian masyarakat yang dapat bermanfaat bagi khalayak banyak. Keberadaan UMKM di wilayah sekitar kampus Insitut Bisnis dan Informatika 1957 menjadi sebuah jalinan yang sangat baik dan harus dilanjutkan untuk menjadi rencana ke depan di setiap kegiatan ini. Dampak dari kegiatan ini adalah para warga dapat menggunakan layanan internet dengan bijaksana dan lebih bermanfaat, bertambahnya wawasan untuk melakukan strategi promosi ataupun pemasaran melalui platform–platform yang ada di media sosial. Melalui diskusi dan feedback yang diberikan oleh para peserta adalah pelaksanaan kegiatan seperti ini bisa ditingkatkan dengan memberikan pelatihan–pelatihan yang lebih intensif terutama dalam pemanfaatan teknologiZakiya UmamiGede Sri Darma Jurnal Manajemen Dan KewirausahaanThe accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the development of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today's social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and documentation. The results stated that promotion using Instagram IG endorsement and paid promote could increase brand awareness and buying Kadek Mita Ayu WandariGede Sri DarmaPenelitian ini bertujuan untuk mengelola karakter green behavior pada generasi milenial dalam meningkatkan minat penggunaan green product dan implementasi karakter green behavior pada generasi milenial dalam meningkatkan minat penggunaan green product yang dapat mengurangi fenomena masalah sampah plastik. Studi kasus dilakukan di Kota Denpasar. Untuk menjawab pertanyaan penelitian, wawancara dilakukan kepada generasi milenial yang ada di Kota Denpasar yang memiliki pemahaman yang baik mengenai pengelolaan karakter green behavior. Teknik analisis data dilakukan dengan empat langkah yaitu data collection, data reduction, data display dan conclusion drawing/verification. Dalam penelitian ini, uji keabsahan data menggunakan bahan refrensi, member check, triangulasi sumber data dan triangulasi teknik pengumpulan data. Penelitian ini mengindikasikan bahwa bagaimana pengelolaan dan implementasi karakter green behavior pada generasi milenial dalam meningkatkan minat penggunaan green product 1 Karakter Green Behavior adalah tentang bagaimana mengelola karakter pada generasi milenial untuk menghasilkan peningkatan minat penggunaan green product; 2 Karakter Green Behavior mengacu kepada kesadaran masyarakat milenial di Kota Denpasar untuk memiliki rasa kepedulian yang tinggi terhadap lingkungan yang mengarah pada tujuan yang sesuai dengan peraturan Gubernur Bali Nomor 97 Tahun 2018 tentang Pembatasan Timbulan Sampah Plastik Sekali Pakai dan peraturan Pemkot Denpasar Nomor 658/2529/DLHK Tahun 2018 tentang upaya mengurangi penggunaan plastik di Kota Denpasar; 3 Implementasi Karakter Green Behavior yang dilakukan untuk membantu pemerintah bersama- sama menjaga lingkungan dan masyarakat dapat lebih mencintai dan meningkatkan konsumsi terhadap poduk-produk ramah UmiyatiErni AchmadDigital developments make micro, small and medium enterprises must adjust to technological advances. the adoption of digital economic use of MSME actors is still relatively low. This is caused by several factors. The purpose of this study is to analyze the factors that influence the use of digital economy in SMEs in the City of Jambi. This study uses primary data with a purposive random sampling technique. The number of samples is 105 respondents. The analytical tool used is binary logit regression. Dependent variables are business actors who use digital score = 1 and those who do not use digital score = 0. The independent variable is household characteristics and business characteristics. From the results of the study obtained factors that influence MSMEs in using the digital economy are business type variables, information technology training, partnerships, age, education level and internet Putu Ayu WulandariGede Sri DarmaThe aim of this research is to observe the impact of advertising creativity, advertising appeal and endorser credibility to the advertising effectiveness and purchase decision on Instagram. This research was conducted in Ilsproject Store. It is an online and offline store in Denpasar which sells fashion product. The design of this research is a quantitative research which shows a causality relationship between variables. The technique of collecting data was done using questionnaire to 168 consumers. The technique of analyzing data was done using structural equation modeling SEM with the AMOS program version 22. The result of this research shows that the advertising creativity has a positive and significant impact of 0,783 to the advertising effectiveness and 0,203 to the purchase decision. The advertising appeal has a positive and significant impact of 0,783 to the advertising effectiveness and 0,648 to the purchase decision. The endorser credibility has a positive and significant impact of 0,803 to the advertising effectiveness and 0,656 to the purchase decision. The advertising effectiveness has a positive and significant impact to the purchase decision with the number 0, SMEs business is growing rapidly in Bogor City, especially culinary cluster SMEs. Tight competition in the industrial era made the culinary cluster SMEs in Bogor City begin to implement a new marketing strategy via internet called e-marketing in order to achieve business growth. The purpose of this study are identify the type of e-marketing most commonly used by culinary cluster SMEs in Bogor City, analyze factors that influence e-marketing adoption by culinary cluster SMES in Bogor City, and analyze the effect of e-marketing adoption on marketing performance SMES of culinary cluster in Bogor City. The method used non-probability sampling with purposive sampling technique, the sample consist of 100 culinary cluster SMEs in Bogor City. The data obtained were processed using Structural Equation Modeling SEM with Partial Least Square u approach and using the Smart-PLS program. The results of this study indicated social media marketing is the type of e-marketing that is most widely used by culinary cluster SMEs in Bogor City. Relative advantage, top management support, employee capability, competitive environment, and customer pressure were factors that positively and significantly influence the decision to adopt e-marketing of Bogor City culinary cluster SMEs. E-marketing adoption had positive and significant effect on marketing performance of culinary cluster SMEs in Bogor SudiwedaniGede Sri DarmaBackgrounds Human resource development in terms of the knowledge, attitude, and skills of a doctor is important in a digital era and to face the industrial revolution This study aims to analyze the effect of knowledge, attitude, and skills on doctor behavior and the impact of doctor behavior on its readiness in facing the industrial revolution Methods This study uses descriptive-quantitative methods with regression analysis The results of the study based on Regression Weight γ show that knowledge has no significant negative effect on behavior; attitude does not have a significant positive impact on behavior; skill does not have a significant positive effect on behavior, and behavior significantly has a positive effect on the readiness of Conclusion The results and discussion show that hospitals can use the structural equation model in analyzing knowledge, attitude, skill, and behavior problems to increase the doctor's readiness, and strengthening the doctor's behavior needs to develop doctors' attitudes and PriskilaGede Sri DarmaThis study aims to discuss the brand value proposed by John Hardy and, as jewelry retail, it can be seen from each of these brand values. This study uses a qualitative method with the interview technique or open questionnaire for gaining all employees in the sales department of John Hardy, Indonesia. The data were collected and analyzed by first reducing and presenting the data and finally concluding. Triangulation was also done to get the trustworthiness data validity so that it is expected to provide valid data for research. It shows that community, artisanship, and sustainability are much linked to the brand, and it is also tied together as well as being implemented. For that reason, John Hardy is required to know how to deliver the information correctly to the customer, mention the company's history, the value, and DNA deoxyribonu-cleic acid as the individual blueprint of every living thing, which makes it unique in the Putu Dian Shavitri HandayaniGede Sri DarmaPenelitian ini bertujuan untuk mendapatkan bukti empiris pengaruh implementasi kebijakan penentuan sasaran prioritas pemeriksaan, kebijakan buka rekening untuk kepentingan perpajakan dan forensic digital terhadap kualitas pemeriksaan di Lingkungan Kanwil DJP Bali. Pendekatan yang digunakan adalah pendekatan kuantitatif dengan menggunakan metode purposive sampling dalam penentuan sampel dan metode Partial Least Square PLS sebagai teknik analisis data. Hasil penelitian mengindikasikan bahwa kebijakan penentuan sasaran prioritas pemeriksaan, kebijakan buka rekening dan forensic digital memberikan pengaruh yang positif dan signifikan terhadap kualitas pemeriksaan. Tax ratio Indonesia yang masih tergolong rendah, menandakan masih banyak potensi pajak yang belum tergali, sehingga hasil penelitian ini diharapkan dapat memberikan kontribusi berarti bagi pembuat kebijakan dan otoritas pajak agar dapat mengimplementasikan strategi yang sesuai untuk meningkatkan kualitas pemeriksaan sehingga dapat meningkatkan kemauan membayar dari wajib pajak. Komang Gita Krishna MurtiGede Sri DarmaPenelitian ini bertujuan untuk mengeksplorasi bagaimana strategi yang perusahaan rintisan lakukan untuk dapat bertahan di saat krisis pandemi sedang terjadi. Penelitian Competitive intelligence dan marketing terdahulu digunakan sebagai panduan dalam penyusunan pertanyaan wawancara dan juga analisis data. Data dikumpulkan melalui proses wawancara secara mendalam semi-terstruktur yang melibatkan 6 narasumber utama yaitu CEO, CMO dari besthostels Indonesia, 2 pemilik property yang mendaftarkan propertynya di besthostels indonesia dan juga 2 konsumen yang sudah lebih dari 2 kali melakukan reservasi di platform besthostels Indonesia. Data kemudian dianalisis melalui proses coding dan themeing. Penelitian ini mengindikasikan terdapat 4 faktor utama yang membuat bestostels Indonesia dapat bertahan disaat terjadinya krisis pandemi, yaitu competitive intelligence, marketing citizen 4,0 dan juga investor funding. Penelitian ini menawarkan sebuah model yang komprehensif untuk memahami faktor faktor' yang mempengaruhi keberhasilan sebuah perusahaan rintisan menghadapi krisis. Model ini dapat dijadikan sebagai acuan bagi penelitian berikutnya untuk mendapatkan bukti empiris yang dapat pada generalisasi terkait faktor faktor yang mempengaruhi keberhasilan perusahaan rintisan menghadapi krisis. Selain itu, penelitian ini juga dapat dijadikan refrensi berharga bagi individu yang ingin memulai perusahaan rintisan nya sendiri dan strategi yang tepat untuk Putu Dian ShavitriGede Sri DarmaThis study aims to obtain empirical evidence on the influence of the implementation to determine the priority of Taxpayer to be audited policy, access to financial information for tax purposes policy and digital forensics toward tax audit quality and tax revenue in Bali Regional Office of Directorate General of Taxes. The approach that is used is quantitative approach using purposive sampling method in determining sample and Partial Least Square PLS method as data analysis technique. This study revealed that the implementation to determine the priority of Taxpayer to be audited policy, access to financial information for tax purposes policy and digital forensics has a positive and significant effect toward tax audit quality and tax revenue collection. Indonesia's tax ratio is still relatively low. Keywords Taxpayer Audit Priority; Bank Account Opening; Digital Forensics; Tax Audit Quality, Tax Revenue. 15 Februari 2022 JAKARTA - Indonesia punya mimpi menjadi raksasa digital pada masa mendatang. Potensi Indonesia memang tidak kecil. Pertumbuhan ekonomi digital di indonesia juga pesat. Simak rangkuman data seputar perkembangan ekobomi digital di Indonesia beserta visualisasinya di sini. Indonesia memang memiliki sejumlah potensi digital yang besar. merangkum data yang mendukung mimpi Indonesia menjadi raksasa digital. Data yang dirangkum antara lain mencakup perkembangan jumlah pengguna Internet, data uang elektronik beredar, persebaran start up, transaksi ekonomi digital di Asia Tenggara, ekonomi digital menurut sektor, kecepatan internet, penetrasi internet, dan sebagainya. Data selengkapnya dapat disimak melalui tautan ini serta tautan ini. Berdasarkan laporan We Are Social berjudul Digital 2021, jumlah pengguna internet di Indonesia hanya 72,7 juta orang pada 2015. Dalam waktu enam tahun, jumlah tersebut meroket hingga 178,68% menjadi 202,6 juta orang. Data dari Badan Pusat Statistik BPS juga menunjukan penetrasi internet yang terus tumbuh di Indonesia. Seiring hal tersebut, jumlah pengguna aktif media sosial di Indonesia juga mengalami peningkatan signifikan. Mengutip data dari We Are Social, pengguna aktif media sosial di dalam negeri tercatat sebanyak 72 juta akun pada 2015. Angkanya kemudian naik 136,11% menjadi 170 juta akun pada 2021. Tak hanya media sosial, masyarakat pun semakin adaptif dengan pembayaran berbasis elektronik. Ini tecermin dari jumlah uang elektronik yang beredar sebanyak 558,96 juta pada November 2021. Nilai transaksi uang elektronik juga mengalami pertumbuhan 94,65% yoy dari Rp16,08 triliun menjadi Rp31,3 triliun pada November 2021. Sepanjang tahun ini, nilai transaksi uang elektronik telah tumbuh dari Rp20,75 triliun pada Januari 2021 atau naik 0,5% pada November 2021. Besarnya pasar digital di Indonesia turut membuat perusahaan rintisan startup menjamur di Indonesia. Menurut Startup Ranking mencatat, Indonesia memiliki startup per Desember 2021. Jumlah itu menempatkan Indonesia sebagai negara dengan jumlah startup terbanyak kelima di dunia. Posisi Indonesia hanya kalah dari Amerika Serikat dengan startup, India startup, Inggris startup, dan Kanada startup. Data jumlah start up di sini. BPS juga mencatat jumlah usaha yang berjualan secara daring online di Indonesia mencapai 2,36 juta unit pada 2020. Proporsi tersebut telah mencapai 25,25% dari total bisnis di Indonesia pada tahun lalu. Berdasarkan wilayahnya, mayoritas atau 75,16% pelaku usaha daring masih berasal dari Pulau Jawa. Data dan visualisasi usaha daring di sini. Ini menandakan bahwa potensi dari usaha daring ini masih sangat besar, dilihat dari jumlahnya yang minim di luar Jawa. Hal lain yang berpotensi mendorong potensi ekonomi digital Indonesia adalah semakin berkembangnya perusahaan teknologi finansial fintech. Laporan UOB, PwC, dan SFA menyebutkan, jumlah fintech tercatat hanya sebanyak 440 unit pada 2017. Jumlah itu terus tumbuh hingga mencapai 783 unit pada tahun ini. Banyaknya startup, usaha daring, dan fintech ini juga didukung oleh besarnya skala perusahaan penyedia pusat data data center di dalam negeri. Data tentang fintech dan visualisasinya di sini dan di sini Data Center Journal mencatat, Indonesia memiliki pusat data terbanyak di Asia Tenggara, yaitu 74 unit. Pusat data akan membantu perusahaan, khususnya yang menggunakan ekosistem internet, untuk memastikan kelancaran operasional. Selain itu, keberadaan pusat data akan mendorong perusahaan tersebut untuk mengembangkan produk ataupun layanannya. Dengan berbagai hal tersebut, tak heran jika Indonesia punya potensi ekonomi digital yang besar. Data tentang pusat data di sini. Berdasarkan hasil riset dari Google, Temasek, dan Bain & Company, gross market value GMV dari ekonomi digital Indonesia mencapai US$70 miliar pada 2021, menjadi yang terbesar di Asia Tenggara. Potensi ekonomi digital tersebut pun masih akan terus tumbuh ke depannya. Menurut laporan Google, Temasek, dan Bain & Company, tingkat pertumbuhan majemuk compound annual growth rate/CAGR dari ekonomi digital Indonesia sebesar 20%, sehingga GMV-nya menjadi US$146 miliar pada 2025. Secara rinci, GMV dari e-commerce di Indonesia merupakan yang terbesar, yakni US$53 miliar pada tahun ini. Sektor layanan transportasi & antarmakanan berada di posisi kedua dengan GMV sebesar US$6,9 miliar. GMV dari sektor media daring tercatat sebesar US$6,4 miliar. Data GMV ekonomi digital di sini. Pada Juli 2021, mencatat kecepatan unduhan untuk mobile dan fixed broadband di Indonesia masing-masing hanya sebesar 21,35 Mbps dan 25,58 Mbps. Dengan kecepatan unuhan ini, Indonesia menempati urutan kedua terendah di kawasan. Selain itu, penetrasi internet di Indonesia masih belum merata di seluruh wilayah. Di satu sisi, ada provinsi yang punya penetrasi internet sangat tinggi. Setyardi Widodo

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