“ORANG KAMPUNGâ€, PEMASARAN DIGITAL, DAN KEBIJAKAN PUBLIK: SEBUAH TINJAUAN DAN AGENDA PENELITIAN. STUDI KASUS : PEMASARAN TRADISIONAL SONGKO RECCA
DOI:
https://doi.org/10.31764/jpmb.v5i1.6509Keywords:
digital marketing, public policy, demographic gap, generation, digital gapAbstract
ABSTRAK
Mengatasi tantangan yang ditimbulkan oleh penduduk pedesaan adalah topik yang sangat menarik bagi pemasar, pembuat kebijakan, dan peneliti. Namun, hanya ada sedikit penelitian tentang bagaimana penduduk pedesaan menerima atau menolak teknologi digital baru. Dengan perubahan kekuatan ekonomi dan tingkat adopsi ketika komunitas digital tumbuh antara daerah perkotaan dan pedesaan, menjadi semakin penting bagi pemasar untuk memahami bagaimana mereka menggunakan teknologi dan bagaimana mereka menggunakan saluran digital. Agar pemasar dan pembuat kebijakan memahami sepenuhnya bentuk masa depan masyarakat digital berbasis data, penelitian perlu lebih mempertimbangkan dampaknya terhadap kelompok generasi yang berbeda dalam hal adopsi dan penggunaan teknologi digital oleh konsumen di daerah pedesaan.Melalui tinjauan multidisiplin literatur tentang orang-orang tradisional menggunakan lensa teoritis kelompok geografis, penulis mengidentifikasi tantangan penelitian utama, peluang, dan dampak bagi pemasar dan pembuat kebijakan.
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Kata Kunci : pemasaran digital; kebijakan publik; kesenjangan demografis; generasi; kesenjangan digital
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ABSTRACT
Addressing the challenges posed by rural populations is a topic of great interest to marketers, policymakers, and researchers. However, there is little research on how rural residents accept or reject new digital technologies. With changing economic power and adoption rates as digital communities grow between urban and rural areas, it is becoming increasingly important for marketers to understand how they use technology and digital channels. For marketers and policymakers to fully understand the future shape of a data-driven digital society, research needs to consider its impact on different generational groups in terms of consumer adoption and use of digital technology in rural areas. Through a multidisciplinary review of the literature on traditional people using a theoretical lens geographical group, the authors identify key research challenges, opportunities, and impacts for marketers and policymakers.
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Keywords : digital marketing; public policy; demographic gap; generation; digital gap
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