DIGITALIZATION IN INDONESIAN COOPERATIVES: IS IT NECESSARY?

JDE (Journal of Developing Economies)

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Title DIGITALIZATION IN INDONESIAN COOPERATIVES: IS IT NECESSARY?
 
Creator Nurdany, Achmad
Prajasari, Anniza Citra
 
Description Digitalization has already penetrated all sectors of life and dominates business models. This study evaluates the extent to which small businesses should adopt digitalization. We focus on the cooperative's business model currently fighting with another fast-growing and popular business model, the start-up. Then, we used direct field research, including descriptive analysis and in-depth interviews with cooperatives in the Yogyakarta Special Region, Indonesia. We found that that the use of digital media by cooperatives in our study was minimal. From in-depth interviews, we found that some non-digital cooperatives insist on not using digitalization due to the lack of digital media penetration of their targeted customers and a preference for word-of-mouth marketing. One practical implication of this study is that digitalization depends somewhat on the addressed customer market model. Keywords: Digitalization, Cooperatives, Word of Mouth JEL Classification: D22, G23, O14
 
Publisher Universitas Airlangga
 
Contributor LPPM UIN Sunan Kalijaga
 
Date 2020-12-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://e-journal.unair.ac.id/JDE/article/view/19447
10.20473/jde.v5i2.19447
 
Source JDE (Journal of Developing Economies); Vol 5, No 2 (2020); 120-131
2528-2018
2541-1012
 
Language eng
 
Relation https://e-journal.unair.ac.id/JDE/article/view/19447/12935
https://e-journal.unair.ac.id/JDE/article/downloadSuppFile/19447/5291
https://e-journal.unair.ac.id/JDE/article/downloadSuppFile/19447/5292
 
Rights Copyright (c) 2020 Achmad Nurdany, Anniza Citra Prajasari
http://creativecommons.org/licenses/by/4.0
 

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