Keterbukaan Pelaku Usaha Millenial Terhadap Ekonomi Digital dalam Kegiatan Pemasaran
Keywords:
Millennial Entrepreneurs, Digital Economy, Marketing Activities
Abstract
This study aims to explore and analyze the form of openness of millennial business actors to the digital economy, primarily as a support for marketing activities. This study is a quantitative approach study using survey techniques. Data collection uses an instrument in the form of a questionnaire by millennials who have businesses. The sample used in this study was determined using a purposive sampling technique as many as 32 people who have met the criteria that have been set. The results of this study indicate the openness of millennial business actors to the digital economy as a support in marketing activities. The millennial generation is a generation that is very familiar with the use of technology so it is not difficult to adapt to the digital economy. This research has implications for awareness about the importance of using technology to support business activities.
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References
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Anderson, H. J., Baur, J. E., Griffith, J. A., & Buckley, M. R. (2017). What Works for You May Not Work for (Gen)Me: Limitations of Present Leadership Theories in the New Generation. The Leadership Quarterly, 28(1), 245-260. https://doi.org/10.1016/j.leaqua.2016.08.001
Ambarwati, & Sobari, I. S. (2020). Membangun Jiwa Kewirausahaan di Era Milenial Bagi Mahasiswa Institut STIMA Kampus Tangerang Selatan. Jurnal Komunitas: Jurnal Pengabdian Kepada Masyarakat, 2(2), 140-144. https://doi.org/10.31334/jks.v2i2.736
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Bailetti, T. (2012). Technology Entrepreneurship: Overview, Definition, And Distinctive Aspects. Technology Innovation Management Review, 2(2), 5-12. http://doi.org/10.22215/timreview/520
Bayon, A. S., Ripoll, R. R., & Pensantez, L. B. T. (2020). The Spanish B-Schools Trouble in Digital Economy: Why do the Accreditation System Limit the Formation for Entrepreneurship, Talent & Happiness Economics?. Journal Of Entrepreneurship Education, 23(5), 1-8. https://www.abacademies.org/articles/The-spanish-b-schools-trouble-in-digital-economy-1528-2651-23-5-616.pdf
Brklja, M., & Tomislav, S. (2018). Sharing Economy and Industry 4.0 as the Business Enviroment of Millennial Generation A Marketing Perspective. Annals Of DAAAM & Proceedings 29, 1092-1101. https://doi.org/10.2507/29th.daaam.proceedings.156
Chopra, A., Avhad, V., & Jaju, S. (2021). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, 9(1), 77–91. https://doi.org/10.1177/2278533720923486
Cohen, W., & Levinthal, D. (1990). Absorptive Capacity: A New Perspective on Learning and Innovation. Administrative Science Quarterly, 35(1), 128-152. https://doi.org/10.2307/2393553
Fadillah, D., & Jandevi, U. (2020). Media-social Behavior of Muhammadiyah Members in China in the Framework of Alexander Wendt's International Communication Constructivism. Journal of Social Studies (JSS), 16(1), 51-64. https://doi.org/10.21831/jss.v16i1.34604.
Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil dan Menengah Pada Era Masyarakat Ekonomi Asean. Jurnal Manajemen Dewantara, 1(2), 62-76. https://doi.org/10.26533/jmd.v1i2.175
Grandinetti, R. (2016). Absorptive Capacity and Knowledge Management in Small and Medium Enterprises. Knowledge Management Research and Practice, 14(2), 159-168. https://doi.org/10.1057/kmrp.2016.2.
Genoveva, & Tanardi, J. (2020). Entrepreneurial Spirit of The Entrepreneurs and Non-Entrepreneurs Millennials. European Journal of Business and Management Research, 5(1), 1-8. http://dx.doi.org/10.24018/ejbmr.2020.5.1.235
Granata, L., & Scozzese, G. (2019). The Actions of E-Branding and Content Marketing to Improve Consumer Relationship. European Scientific Journal, 15(1), 58-72. https://doi.org/10.19044/esj.2019.v15n1p58
Hayati, K., & Caniago, I. (2019). Kewirausahaan Teknologi Digital: Potensi Pemberdayaan Pebisnis Milenial. Prosiding Seminar Nasional FISIP Universitas Lampung, 135-137. https://publikasi.fisip.unila.ac.id/index.php/sefila/article/view/37
Heliany, I. (2019). Wonderful Digital Tourism Indonesia dan Peran Revolusi Industri dalam Menghadapi Era Ekonomi Digital 5.0. Destinesia Jurnal Hospitaliti dan Pariwisata, 1(1), 21-35. https://doi.org/10.31334/jd.v1i1.551
Hou, X. (2017). Multilevel Influence of Destructive Leadership on Millennial Generation Employees’ Innovation Behavior. Social Behavior and Personality: an International Journal, 45(7), 1113-1126. https://doi.org/10.2224/sbp.6117
Kasidi. (2020). Tantangan Kewirausahaan di Era Ekonomi Digital. Journal of Economic Education and Entrepreneurship, 1(1), 17-23. https://doi.org/10.31331/jeee.v1i1.1223.
Keszei, D., Murphy, K., & Loeur, N. (2018). An Evaluation of American Millennials Leading Global Teams: A Multidimensional Framework for Planning and Optimizing Success. Journal of Management Policy and Practice, 19(1), 10-16. https://doi.org/10.33423/jmpp.v19i1.1264
Kim, S. (2018). Managing Millennials’ Personal Use of Technology at Work. Business Horizons, 61(2), 261-270. https://doi.org/10.1016/j.bushor.2017.11.007
Kim, R. B., & Chao, Y. (2019). Effect of Brand Experience, Brand Image and Brand Trust on Brand Building Process: The Case of Chinese Generation Consumers. Journal of International Studies, 12(3), 9-21. https://doi.org/10.14254/2071- 8330.2019/12-3/1
Klein, A., & Sharma, V. M. (2018). German Millennials’ Decision-making Styles and their Intention to Participate in Online Group Buying. Journal of Internet Commerce, 17(4), 383-417. https://doi.org/10.1080/15332861.2018.1463804
Mahmoud, A. B., Reisel, W. D., Grigoriou, N., Fuxman, L., & Mohr, I. (2020). The Reincarnation of Work Motivation: Millennials vs Older Generations. International Sociology, 35(4), 393-414. https://doi.org/10.1177/0268580920912970
Majumdar, S. K., Sarma, A. P., & Majumdar, S. (2020). E-commerce and Digital Connectivity: Unleashing the Potential for Greater India–ASEAN Integration. Journal of Asian Economic Integration, 2(1), 62-81. https://doi.org/10.1177/2631684620910524
Margiansyah, D. (2020). Revisiting Indonesia’s Economic Diplomacy in the Age of Disruption: Towards Digital Economy and Innovation Diplomacy. Journal of ASEAN Studies, 8(1), 15-39, https://doi.org/10.21512/jas.v8i1.6433
Maulana, I., Manulang, J. M., & Salsabila, O. (2020). Pengaruh Sosial Media Influencer terhadap Perilaku Konsumtif di Era Ekonomi Digital. Majalah Ilmiah Bijak, 17(1), 28-34. https://doi.org/10.31334/bijak.v17i1.823
Moreno, F. M., Lafuente, J. G., Carreon, F. A., & Moreno, S. M. (2017). The Characterization of Millennials and Their Buying Behavior. International Journal of Marketing Studies, 9(5), 135-144. https://doi.org/10.5539/ijms.v9n5p135
Nassaji, H. (2015). Qualitative and Descriptive Research: Data Type Versus Data Analysis. Language Teaching Research, 19(2), 129-132. https://doi.org/10.1177/1362168815572747
Piarna, R., & Fathurohman, F. (2019). Adopsi E-Commerce oleh Konsumen Milenial Pada Produk UMKM di Kota Subang Menggunakan Model Utaut in Consumer Contex. Jurnal Teknologi Informasi dan Ilmu Komputer, 7(5), 1021-1028. http://dx.doi.org/10.25126/jtiik.2020712635
Prastyaningtyas, E. W. (2019). Dampak Ekonomi Digital Bagi Perekonomian Indonesia. Seminar Nasional Manajemen Ekonomi dan Akutansi, 1(1), 103-108. http://ojs.senmea.fe.unpkediri.ac.id/index.php/senmea/article/view/22
Purwaningwulan, M. M., Suryana, A., Wahyudin, U., & Dida, S. (2019). Creative Innovation Online Relationship Marketing Islamic Fashion E-Commerce in Indonesia. Library Philosophy and Practice, 2579(1), 1-17. https://digitalcommons.unl.edu/libphilprac/2579/
Qader, I. K. A. (2013). The Evolution of Experiental Marketing: Effects of Brand Experience Among the Millennial Generation. International Journal of Academic Research in Business and Social Science, 3(7), 331-340. http://dx.doi.org/10.6007/IJARBSS/v3-i7/57
Riaz, H. & Hassan, A. (2019). Mediating Role of organizational Creativity Between Employee’s Intention in Knowledge Management Process and Organizational Performance: Empirical Study on Pharmaceutical Employees. Pakistan Journal of Commerce and Social Sciences, 13(3), 635-655. ttp://hdl.handle.net/10419/205271
Rosadi, S. D., & Pratama, G. G. (2018). Perlindungan Privasi dan Data Pribadi dalam Era Ekonomi Digital di Indonesia. Jurnal VEJ, 4(1), 88-110. https://doi.org/10.25123/vej.v4i1.2916
Santoso, A. I., Ismail, A. I., & Widiyanti, E. (2017). Kesiapan UMKM Industri Kreatif Kota Surakarta dalam Menghadapi Masyarakat Ekonomi Digital (Digital Economy Ecosystem). Prosiding Seminar Nasional Pengabdian Kepada Masyarakat, 2(1), 272-277. https://eproceeding.undiksha.ac.id/index.php/senadimas/article/view/1079
Santoso, R., Munawi, H. A., & Nevita, A. P. (2020). Analisa Perilaku Konsumen: Strategi Memenangkan Persaingan Bisnis di Era Ekonomi Digital. Jurnal Teknologi Terapan, 4(1), 286-293. https://doi.org/10.33379/gtech.v4i1.550
Setiawan, A., & Akbarini, N. R. (2016). Pemberdayaan Era Keterbukaan Teknologi Informasi untuk Mempermudah Pemasaran Produk melalui E-Commerce. Prosiding Seminar Pendidikan Ekonomi dan Bisnis, 2(1), 1-8. https://jurnal.fkip.uns.ac.id/index.php/snpe/article/download/11650/8328
Setyorini, N., & Indriasari, I. (2020). Does Millennials Have an Investment Interest? Theory of Planned Behaviour Perspective. Diponegoro International Journal of Business, 3(1), 28-35. https://doi.org/10.14710/dijb.3.1.2020.28-35
Sholihin, M. R., Arianto, W., & Khasanah, D. F. (2018). Keunggulan Sosial Media dalam Perkembangan Ekonomi Kreatif Era Digital di Indonesia. Prosiding Ekonomi Kreatif di Era Digital, 1(1), 149-160. http://jurnal.unmuhjember.ac.id/index.php/PEKED/article/view/1286
Wadi, D. A., & Nurzaman, M. S. (2020). Millennials Behaviour towards Digital Waqf Innovation. International Journal of Islamic Economics and Finance (IJIEF), 3(2), 1-30. https://doi.org/10.18196/ijief. 3232
Wardhana, A. (2015). Strategi Digital Marketing dan Implikasinya Pada Keunggulan Bersaing UKM di Indonesia. Prosiding Seminar Nasional, 327-337. https://www.researchgate.net/project/marketing-and-human-resources
Yuvaraj, S. (2018). Consumers’ Perception Towards Cashless Transaction and Information Security in the Digital Economy. International Journal of Machenical Engineering and Technology, 9(7), 89-96. http://iaeme.com/Home/issue/IJMET?Volume=9&Issue=7
Alfulailah, F., & Soehari, T. D. (2020). Pengaruh Inovasi, Teknologi Informasi, dan Orientasi Kewirausahaan terhadap Kinerja Usaha. Jurnal Akademika, 9(2), 161-176. https://doi.org/10.34005/akademika.v9i02.914
Ambarwati, M. F. L., & Sitompul, P. (2020). Electronoc Business Transaction for Millennial Generation. International Journal of Advence Science and Technology, 29(1), 115-121. http://sersc.org/journals/index.php/IJAST/article/view/14395
Anderson, H. J., Baur, J. E., Griffith, J. A., & Buckley, M. R. (2017). What Works for You May Not Work for (Gen)Me: Limitations of Present Leadership Theories in the New Generation. The Leadership Quarterly, 28(1), 245-260. https://doi.org/10.1016/j.leaqua.2016.08.001
Ambarwati, & Sobari, I. S. (2020). Membangun Jiwa Kewirausahaan di Era Milenial Bagi Mahasiswa Institut STIMA Kampus Tangerang Selatan. Jurnal Komunitas: Jurnal Pengabdian Kepada Masyarakat, 2(2), 140-144. https://doi.org/10.31334/jks.v2i2.736
Arsyad, KR., M., Himawan, & Adam F. G. (2015). Pengembangan Kewirausahaan UMKM: Suatu Tantangan di Era Ekonomi Digital. Sustainable Competitive Advantage, 5(1), 1-6. http://jp.feb.unsoed.ac.id/index.php/sca-1/article/view/623
Bailetti, T. (2012). Technology Entrepreneurship: Overview, Definition, And Distinctive Aspects. Technology Innovation Management Review, 2(2), 5-12. http://doi.org/10.22215/timreview/520
Bayon, A. S., Ripoll, R. R., & Pensantez, L. B. T. (2020). The Spanish B-Schools Trouble in Digital Economy: Why do the Accreditation System Limit the Formation for Entrepreneurship, Talent & Happiness Economics?. Journal Of Entrepreneurship Education, 23(5), 1-8. https://www.abacademies.org/articles/The-spanish-b-schools-trouble-in-digital-economy-1528-2651-23-5-616.pdf
Brklja, M., & Tomislav, S. (2018). Sharing Economy and Industry 4.0 as the Business Enviroment of Millennial Generation A Marketing Perspective. Annals Of DAAAM & Proceedings 29, 1092-1101. https://doi.org/10.2507/29th.daaam.proceedings.156
Chopra, A., Avhad, V., & Jaju, S. (2021). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, 9(1), 77–91. https://doi.org/10.1177/2278533720923486
Cohen, W., & Levinthal, D. (1990). Absorptive Capacity: A New Perspective on Learning and Innovation. Administrative Science Quarterly, 35(1), 128-152. https://doi.org/10.2307/2393553
Fadillah, D., & Jandevi, U. (2020). Media-social Behavior of Muhammadiyah Members in China in the Framework of Alexander Wendt's International Communication Constructivism. Journal of Social Studies (JSS), 16(1), 51-64. https://doi.org/10.21831/jss.v16i1.34604.
Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil dan Menengah Pada Era Masyarakat Ekonomi Asean. Jurnal Manajemen Dewantara, 1(2), 62-76. https://doi.org/10.26533/jmd.v1i2.175
Grandinetti, R. (2016). Absorptive Capacity and Knowledge Management in Small and Medium Enterprises. Knowledge Management Research and Practice, 14(2), 159-168. https://doi.org/10.1057/kmrp.2016.2.
Genoveva, & Tanardi, J. (2020). Entrepreneurial Spirit of The Entrepreneurs and Non-Entrepreneurs Millennials. European Journal of Business and Management Research, 5(1), 1-8. http://dx.doi.org/10.24018/ejbmr.2020.5.1.235
Granata, L., & Scozzese, G. (2019). The Actions of E-Branding and Content Marketing to Improve Consumer Relationship. European Scientific Journal, 15(1), 58-72. https://doi.org/10.19044/esj.2019.v15n1p58
Hayati, K., & Caniago, I. (2019). Kewirausahaan Teknologi Digital: Potensi Pemberdayaan Pebisnis Milenial. Prosiding Seminar Nasional FISIP Universitas Lampung, 135-137. https://publikasi.fisip.unila.ac.id/index.php/sefila/article/view/37
Heliany, I. (2019). Wonderful Digital Tourism Indonesia dan Peran Revolusi Industri dalam Menghadapi Era Ekonomi Digital 5.0. Destinesia Jurnal Hospitaliti dan Pariwisata, 1(1), 21-35. https://doi.org/10.31334/jd.v1i1.551
Hou, X. (2017). Multilevel Influence of Destructive Leadership on Millennial Generation Employees’ Innovation Behavior. Social Behavior and Personality: an International Journal, 45(7), 1113-1126. https://doi.org/10.2224/sbp.6117
Kasidi. (2020). Tantangan Kewirausahaan di Era Ekonomi Digital. Journal of Economic Education and Entrepreneurship, 1(1), 17-23. https://doi.org/10.31331/jeee.v1i1.1223.
Keszei, D., Murphy, K., & Loeur, N. (2018). An Evaluation of American Millennials Leading Global Teams: A Multidimensional Framework for Planning and Optimizing Success. Journal of Management Policy and Practice, 19(1), 10-16. https://doi.org/10.33423/jmpp.v19i1.1264
Kim, S. (2018). Managing Millennials’ Personal Use of Technology at Work. Business Horizons, 61(2), 261-270. https://doi.org/10.1016/j.bushor.2017.11.007
Kim, R. B., & Chao, Y. (2019). Effect of Brand Experience, Brand Image and Brand Trust on Brand Building Process: The Case of Chinese Generation Consumers. Journal of International Studies, 12(3), 9-21. https://doi.org/10.14254/2071- 8330.2019/12-3/1
Klein, A., & Sharma, V. M. (2018). German Millennials’ Decision-making Styles and their Intention to Participate in Online Group Buying. Journal of Internet Commerce, 17(4), 383-417. https://doi.org/10.1080/15332861.2018.1463804
Mahmoud, A. B., Reisel, W. D., Grigoriou, N., Fuxman, L., & Mohr, I. (2020). The Reincarnation of Work Motivation: Millennials vs Older Generations. International Sociology, 35(4), 393-414. https://doi.org/10.1177/0268580920912970
Majumdar, S. K., Sarma, A. P., & Majumdar, S. (2020). E-commerce and Digital Connectivity: Unleashing the Potential for Greater India–ASEAN Integration. Journal of Asian Economic Integration, 2(1), 62-81. https://doi.org/10.1177/2631684620910524
Margiansyah, D. (2020). Revisiting Indonesia’s Economic Diplomacy in the Age of Disruption: Towards Digital Economy and Innovation Diplomacy. Journal of ASEAN Studies, 8(1), 15-39, https://doi.org/10.21512/jas.v8i1.6433
Maulana, I., Manulang, J. M., & Salsabila, O. (2020). Pengaruh Sosial Media Influencer terhadap Perilaku Konsumtif di Era Ekonomi Digital. Majalah Ilmiah Bijak, 17(1), 28-34. https://doi.org/10.31334/bijak.v17i1.823
Moreno, F. M., Lafuente, J. G., Carreon, F. A., & Moreno, S. M. (2017). The Characterization of Millennials and Their Buying Behavior. International Journal of Marketing Studies, 9(5), 135-144. https://doi.org/10.5539/ijms.v9n5p135
Nassaji, H. (2015). Qualitative and Descriptive Research: Data Type Versus Data Analysis. Language Teaching Research, 19(2), 129-132. https://doi.org/10.1177/1362168815572747
Piarna, R., & Fathurohman, F. (2019). Adopsi E-Commerce oleh Konsumen Milenial Pada Produk UMKM di Kota Subang Menggunakan Model Utaut in Consumer Contex. Jurnal Teknologi Informasi dan Ilmu Komputer, 7(5), 1021-1028. http://dx.doi.org/10.25126/jtiik.2020712635
Prastyaningtyas, E. W. (2019). Dampak Ekonomi Digital Bagi Perekonomian Indonesia. Seminar Nasional Manajemen Ekonomi dan Akutansi, 1(1), 103-108. http://ojs.senmea.fe.unpkediri.ac.id/index.php/senmea/article/view/22
Purwaningwulan, M. M., Suryana, A., Wahyudin, U., & Dida, S. (2019). Creative Innovation Online Relationship Marketing Islamic Fashion E-Commerce in Indonesia. Library Philosophy and Practice, 2579(1), 1-17. https://digitalcommons.unl.edu/libphilprac/2579/
Qader, I. K. A. (2013). The Evolution of Experiental Marketing: Effects of Brand Experience Among the Millennial Generation. International Journal of Academic Research in Business and Social Science, 3(7), 331-340. http://dx.doi.org/10.6007/IJARBSS/v3-i7/57
Riaz, H. & Hassan, A. (2019). Mediating Role of organizational Creativity Between Employee’s Intention in Knowledge Management Process and Organizational Performance: Empirical Study on Pharmaceutical Employees. Pakistan Journal of Commerce and Social Sciences, 13(3), 635-655. ttp://hdl.handle.net/10419/205271
Rosadi, S. D., & Pratama, G. G. (2018). Perlindungan Privasi dan Data Pribadi dalam Era Ekonomi Digital di Indonesia. Jurnal VEJ, 4(1), 88-110. https://doi.org/10.25123/vej.v4i1.2916
Santoso, A. I., Ismail, A. I., & Widiyanti, E. (2017). Kesiapan UMKM Industri Kreatif Kota Surakarta dalam Menghadapi Masyarakat Ekonomi Digital (Digital Economy Ecosystem). Prosiding Seminar Nasional Pengabdian Kepada Masyarakat, 2(1), 272-277. https://eproceeding.undiksha.ac.id/index.php/senadimas/article/view/1079
Santoso, R., Munawi, H. A., & Nevita, A. P. (2020). Analisa Perilaku Konsumen: Strategi Memenangkan Persaingan Bisnis di Era Ekonomi Digital. Jurnal Teknologi Terapan, 4(1), 286-293. https://doi.org/10.33379/gtech.v4i1.550
Setiawan, A., & Akbarini, N. R. (2016). Pemberdayaan Era Keterbukaan Teknologi Informasi untuk Mempermudah Pemasaran Produk melalui E-Commerce. Prosiding Seminar Pendidikan Ekonomi dan Bisnis, 2(1), 1-8. https://jurnal.fkip.uns.ac.id/index.php/snpe/article/download/11650/8328
Setyorini, N., & Indriasari, I. (2020). Does Millennials Have an Investment Interest? Theory of Planned Behaviour Perspective. Diponegoro International Journal of Business, 3(1), 28-35. https://doi.org/10.14710/dijb.3.1.2020.28-35
Sholihin, M. R., Arianto, W., & Khasanah, D. F. (2018). Keunggulan Sosial Media dalam Perkembangan Ekonomi Kreatif Era Digital di Indonesia. Prosiding Ekonomi Kreatif di Era Digital, 1(1), 149-160. http://jurnal.unmuhjember.ac.id/index.php/PEKED/article/view/1286
Wadi, D. A., & Nurzaman, M. S. (2020). Millennials Behaviour towards Digital Waqf Innovation. International Journal of Islamic Economics and Finance (IJIEF), 3(2), 1-30. https://doi.org/10.18196/ijief. 3232
Wardhana, A. (2015). Strategi Digital Marketing dan Implikasinya Pada Keunggulan Bersaing UKM di Indonesia. Prosiding Seminar Nasional, 327-337. https://www.researchgate.net/project/marketing-and-human-resources
Yuvaraj, S. (2018). Consumers’ Perception Towards Cashless Transaction and Information Security in the Digital Economy. International Journal of Machenical Engineering and Technology, 9(7), 89-96. http://iaeme.com/Home/issue/IJMET?Volume=9&Issue=7
Published
2022-03-30
How to Cite
Hasan, M., Miranda, M., Handayani, A., Nuraisyiah, N., & Nurdiana, N. (2022). Keterbukaan Pelaku Usaha Millenial Terhadap Ekonomi Digital dalam Kegiatan Pemasaran. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(S1), 133-148. https://doi.org/10.37676/ekombis.v10iS1.2012
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Copyright (c) 2022 Muhammad Hasan, Miranda Miranda, Andi Asti Handayani, Nuraisyiah Nuraisyiah, Nurdiana Nurdiana
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