Page 177 - Proceeding The 2nd International Seminar of Science and Technology : Accelerating Sustainable Innovation Towards Society 5.0

nd
The 2 International Seminar of Science and Technology
“Accelerating Sustainable innovation towards Society 5.0”
ISST 2022 FST UT 2022
Universitas Terbuka

Startups also need to design their branding strategy. The goal is to
quickly introduce the company, either for the services it provides or as
a business worthy of recognition. Startups have many important tasks
at the beginning of their journey such as finding potential users,
presenting quality products, and trying to understand market
conditions. One of the complementary actions to boost the growth of
a startup business requires a marketing strategy, from using social
media for promotion to building a brand identity from scratch. Such as
choosing a domain name, logo, color and other identity that can "stick"
in people's minds [16]. The internet can have a positive or negative
impact depending on the way and purpose of its use. Therefore, it
takes an individual's ability to sort and select information. According to
UNESCO, this ability is referred to as digital literacy. Specifically
defined as the ability to use information and communication
technology (ICT) to find, evaluate, utilize, create and communicate
content or information, with cognitive, ethical, social emotional and
technical or technological aspects [9].
The advancement of digital innovation and the ease of accessing the
internet need to be accompanied by adequate quality of human
resources. Moreover, in Indonesia, most of the dominant farmers only
have basic education. While the demographic structure of the
population has a complex structure. The average age of the
Indonesian population is 27.2 years or is in the intermediate category,
with a dependency ratio of 51.31. This means that there are 50% of
Indonesia's population in unproductive conditions. Meanwhile, from
the spatial distribution, 50.3% live in rural areas and 49.7% in urban
areas. Meanwhile, the educational background is relatively varied with
the Literacy Rate (AMH) around 92.37%. Based on data from Nielsen
Media, the pattern of media use among the Indonesian population
looks like the following matrix:
From Table. 1, television is still the media most accessed by
Indonesians, while what is interesting is that the internet is one of the
three main media that is widely used so that it has the opportunity to
be optimized in marketing communications activity.
154 ISST 2022 – FST Universitas Terbuka, Indonesia
International Seminar of Science and Technology “Accelerating Sustainable
Towards Society 5.0