The The Role Of Digital Marketing In Business Transition And Adaptation In The Covid 19 Era

English

Abstract

This study aims to determine the role of digital marketing using macroeconomic indicators so that an overview of the role of digital marketing can be obtained and other possible factors that can be optimized in maintaining business and the economy in the era of the COVID-19 pandemic. This study uses 21 years of data, from 2000 to 2000. 2020 by modeling "vector autoregressive" to understand the causal relationship between variables. This research is based on secondary data from the world bank and the Indonesian Central Statistics Agency. We find that an increase in economic growth will increase government consumption of goods and services, whereas a decrease in economic growth will decrease consumption against GDP, as well as the percentage of internet users in the total population, which will increase with low economic growth, as evidenced by a significant negative relationship between the two, which is also in line with the relationship between total final consumption and the percentage of internet users who use the internet. This demonstrates that digital marketing has an influence on the Indonesian economy, as seen by the unidirectional link between consumption and internet users. Because a rise in the number of internet users in Indonesia increases spending but not economic development. The negative association between economic development in Indonesia and the rise in consumption driven by the expansion of internet users as a consequence of digital marketing operations indicates that the level of domestic consumption driven by online literacy is satisfied by imported products.