Rationalization of Digital Media in Developing Market Potential for Retail Products: Case Study in Welcoming Industry 5.0

Abstract

Digital media is a form of technological advance in Industry 4.0 that entrepreneur can utilize it to reach customers. This research aims to analyze, describe, and explain the rationalization of various digital media usage in an integrated manner as a means of marketing communication in an effort to develop the market potential of a product in the current industrial environment with the possibility of enhancement to face industry 5.0. The research was conducted on the issue of the development of product market potential using Qualitative approach and Case Study method toward entrepreneurial firm in retail product. The findings are, the digital media as an important part of industry 4.0 have their respective roles and complement each other as marketing communication tools, and are used in an integrated way to provide information and attract customers. However, even though the industry is moving forward, the business in this case study has no preparation in welcoming industry 5.0 other than the usage of digital media and internet connection (IoT).