Utilization of Digital Marketing after the Covid-19 Pandemic in Indonesia Businesses

Yenni Djajalaksana, Doro Edi

2021

Abstract

In the midst of difficult time due to COVID-19 Pandemic, Digital Marketing turned out to be a significant help for the businesses that were forced to reach out to customers using online means. This study investigated the impact of the COVID-19 Pandemic on the use of Digital Marketing Tools in Indonesia Businesses. The 106 survey participants were Indonesia-based Business Owners on a small to medium scale, contacted through Instagram Direct Messages, Facebook Instant Messengers, Facebook Groups, WhatsApp Groups, and Telegram Groups by purposive sampling method. Statistical Tabulation of the responses and correlation analysis on the characteristics of the businesses and usage behavior of digital marketing tools are identified. Among many results, several important highlights were the followings. There was a significant difference among the use of different marketing media before and after the COVID-19 Pandemic (F=18.30, p<0,05), however, there was no significant difference in the use of the same digital media before and after COVID-19 (F=0,08, p>0,05). There was no evidence of a difference in marketing expenditure before and after COVID-19 (F=0, p>0,05).

Paper Citation

in Harvard Style

Djajalaksana Y. and Edi D. (2021). Utilization of Digital Marketing after the Covid-19 Pandemic in Indonesia Businesses . In Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS, ISBN 978-989-758-604-0, pages 63-72. DOI: 10.5220/0010743100003112

in Bibtex Style

@conference{ice-hums21,
author={Yenni Djajalaksana and Doro Edi},
title={Utilization of Digital Marketing after the Covid-19 Pandemic in Indonesia Businesses },
booktitle={Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS,},
year={2021},
pages={63-72},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010743100003112},
isbn={978-989-758-604-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS,
TI - Utilization of Digital Marketing after the Covid-19 Pandemic in Indonesia Businesses
SN - 978-989-758-604-0
AU - Djajalaksana Y.
AU - Edi D.
PY - 2021
SP - 63
EP - 72
DO - 10.5220/0010743100003112