THE ROLE OF DIGITAL TECHNOLOGY IN BUILDING A VILLAGE ECONOMY BASED ON MARKETING INNOVATION

Abstract

Indonesia is an agrarian country, where the majority of its population still lives in rural areas. Indonesia itself has very vast agricultural land. Most of its people rely on the agricultural sector, which contributes significantly and is very important for their economic livelihoods. Unfortunately, internet access and technology in rural areas are still minimal and underdeveloped. This issue widens the gap between rural and urban development. An example is the rapid development of transportation in major cities. Digital village startup innovation has emerged as a solution to address all the issues in rural areas. Digital village startups are innovations that heavily rely on information and communication technology to accelerate the development of a village. This innovation can accelerate economic growth in a village, improve the quality of life for village residents, and strengthen the national economy dominated by the agricultural sector. Digital village startups have great potential in advancing villages, but there are still many challenges, such as the lack of internet access in rural areas. This is a major issue for the development of digital village startups to run smoothly and maximally.