Digital Marketing Potential in Indonesia Based on Macroeconomic Data in Indonesia

English

Abstract

The goal of this research is to describe the potential of digital marketing in Indonesia by examining the causal link between economic development, public consumption, and internet users. This study examines the potential of digital marketing with indicators of internet users and economic growth and consumption. The research time frame for this study, which employs "autoregressive vectors," is 2000 to 2020. The World Bank provided secondary data for this study. Using vector equations, this study investigates the relationship between the variables. We found that internet users are an indicator of the connectedness of the population to the world of the internet, which are potential consumers of digital marketing. The increase in internet users has had an impact on increasing the consumption of the Indonesian people. Of course, this shows that there is enormous potential for digital marketing to drive demand in Indonesia.