Digital Economy in Indonesia: Business Landscape and Market Strategy
The rapid development of the digital economy has changed the pattern of consumer spending and encouraged marketers to actively develop the best strategies for adapting marketing patterns to digital developments. This study seeks to analyze the development and potential of the digital economy in Indonesia and analyze products and commodities that need to be considered adapted to digital marketing. The study results show that marketing and the digital economy in Indonesia have great potential in relation to the development of the national economy, population support, an increasing middle class and the emergence of internationally competitive startups. This study recommends the need for inclusion of local products and commodities to be adapted in digital marketing supply chain management.