Ekonomi Digital Inovasi dan Prilaku Konsumsi Ari Kuncoro

Ekonomi Digital, Inovasi dan Prilaku Konsumsi Ari Kuncoro Fakultas Ekononomi dan Bisnis Universitas Indonesia

INOVASI PENGERTIAN & RUANG LINGKUP 1. INOVASI: PERUBAHAN SIGNIFIKAN YANG BERDAMPAK. 2. INOVASI: KEBERHASILAN SECARA SOSIAL DAN EKONOMI KARENA DIPERKENALKANNYA CARA BARU ATAU KOMBINASI BARU DARI CARA LAMA DALAM MENGUBAH INPUT MENJADI OUTPUT SEDEMIKIAN RUPA SEHINGGA DIHASILKAN PERUBAHAN BESAR DALAM PERBANDINGAN ANTARA NILAI MANFAAT DAN HARGA MENURUT PERSEPSI KONSUMEN DAN/ATAU PENGGUNA. (FONTANA 2009; 2011) 3. INOVASI: IMPLEMENTASI IDE DALAM BENTUK INOVASI PRODUK, INOVASI PROSES, INOVASI PEMASARAN, DAN INOVASI ORGANISASI. (OSLO MANUAL 2005) ©Avan& Fontana, 2009‐ 2017, The Prac&ce & Art of Innova&on.

Pendekatan Sistem SISTEMATIKA “MANAJEMEN INOVASI” INOVASI AKAN BERDAMPAK BILA DIDUKUNG OLER OUTPUT, PROSES, DAN INPUT YANG UNGGUL. Input Inovasi (necessary condition) Proses Inovasi Output Inovasi Outcome Inovasi ©Avan& Fontana, 2009‐ 2017, The Prac&ce & Art of Innova&on.

ILUSTRASI DUA KONSEP DALAM MEMAKNAI INOVASI SKENARIO NILAI MANFAAT MENURUT “ORGANISASI” (Customer Value Proposi 8 on) CVP PERSEPSI NILAI MANFAAT MENURUT “PENGGUNA/MASYARAKAT/PEMANGKU KEPENTINGAN” (Customer Perceived Value) ©Avan& Fontana, 2009‐ 2017, The Prac&ce & Art of Innova&on. CPV

QCIS ILUSTRASI PENGERTIAN “JIWA” INOVASI SC: hod o 1 nova 1 ia 1 Persepsi NILAI MANFAAT menurut “PENGGUNA/MASYARAKAT/ PEMANGKU KEPENTINGAN” (Customer Perceived Value) HARGA/BIAYA/PENGORBANAN (Price) PERUBAHAN STRATEGIS YANG MENCIPTAKAN NILAI Innovate CPV P

QCIS DEFINISI INOVASI SC: hod o 1 nov ©Avan& Fontana, 2009‐ 2017, The Prac&ce & Art of Innova&on. Value Created = (CPV+(P‐‐‐Co. P)) Consumer Surplus Producer Surplus Economic Cost 110 CPV P Price Co. P Innovate We Can!

QCIS SKENARIO STRATEGI INOVASI R E S O U R C E S P R O C E S S Schod o 1 fnnova~ion ΔVC ΔVC => => CVP CVP P‐‐‐Co. P PROFIT FORMULA DIFERENSIASI P‐‐‐Co. P PROFIT FORMULA EFISIENSI P‐‐‐Co. P PROFIT FORMULA IDEAL P‐‐‐Co. P PROFIT FORMULA EKSKLUSIF Innovate ·

Kelas menengah Indonesia

Bonus Demografi Indonesia: pasar untuk kreativitas Age • 60% dalam usia produktif (15‐ 55) • 27% orang muda (16‐ 30) Source: Indonesian Statistics Bureau, 2010 Female Male Numbers of People

132 Juta Pengguna Internet Indonesia, 40% Penggila Medsos Yudhianto - detik. Inet Rabu, 27 Sep 2017 10: 37 WIB S T S 1 hare 0 weet 0 hare 0 komentar Foto: Getty. Images/Andreas Rentz

Neuro Economics • Behavioral & Neuro Economics Behavioral economics: integrating social, cognitive, and emotional factors in understanding economic decisions. • • Neuroeconomics: an interdisciplinary field that uses neuroscientific methods in understanding the interplay between economic behavior and neural mechanisms, offering a more integrative way of understanding decision making combines research methods from neuroscience, experimental and behavioral economics, and cognitive and social psychology • • Neuroeconomics studies decision making by using a combination of tools from various fields so as to avoid the shortcomings that arise from a single‐perspective approach. In mainstream economics, expected utility (EU) and the concept of rational agents are still being used.

”Neural Predictors of Purchases" Neuron, Jan. 4, 2007 • Microeconomic theory: purchases are driven by a combination of consumer preference and price. Using event‐related f. MRI, the authors investigated how people weigh these factors to make purchasing decisions • • Consistent with neuroimaging evidence: distinct circuits anticipate gain and loss, product preference activated the nucleus accumbens (NAcc), while excessive prices activated the insula and deactivated the mesial prefrontal cortex (MPFC) prior to the purchase decision. Activity from each of these regions independently predicted immediately subsequent purchases above and beyond self‐report variables. These findings suggest that activation of distinct neural circuits related to anticipatory affect precedes and supports consumers' purchasing decisions.

Sumber pertumbuhan ekonomi baru

TOURISM and CREATIVE ECONOMY 2. ENHANCES NATIONAL IMAGE & IDENTITY 1. SOCIAL IMPACT QUALITY OF LIFE , EQUITABLE DISTRIBUTION, INCREASING WELFARE AND SOCIAL TOLERANCE TOURISM NATIONAL ICON STRENGTHENS LOCAL CULTURE AND VALUES ? WHY TOURISM AND CREATIVE ECONOMY 6. ECONOMIC CONTRIBUTION GDP, EXPORTS, EMPLOYMENT 5. BUSINESS CLIMATE 3. INNOVATION & CREATIVITY CREATION OF VALUE ADDED 4. RENEWABLE RESOURCES BUILDS SOCIAL, CULTURAL, ENVIRONMENTAL, AND ECONOMIC HARMONY, IN ORDER TO BUILD PROSPER INDONESIA BASED ON KNOWLEDGE, IDEAS, AND CREATIVITY AND SUSTAINABILITY MINDSET CREATES BUSINESS OPPORTUNITIES AND IMPACT ON OTHER SECTORS 15

CLASSIFICATION OF CREATIVE INDUSTRIES 16 based on dominance of substance & resources intensity Intangible Information Technology and Software TV and Radio Architecture Music Interactive Games Design Advertising Performing Arts Printing & Publishing Tangible Resources Intensity Film, Video, Photography Research and Development Art & Antiques Market Fashion Cullinary Handicrafts Media Art and Culture Dominance of Substance Design Science & Technology 16

17 Scope of Creative Industries Landscape Interior Building Painting Photogra phy Graphic Product Urban Visual Comm. Packaging Industrial Architect ure Graphic Design Statue Clothes Footwear Fashion Visual Art Music Industry Handicrafts Ceramic Art Media Installation Advertising Music Performing Arts Theatre Literature Audio Video Dance Interactive Games Film Fiction fiction (jewellery, bags, watches, dll) Advertising film Animati on Web & mobile Animatio n Non‐ & Comic Accessories Movie Film TV Video

Indonesia dan Ekonomi Kreatif: komitmen politis yang tinggi 2006 -2014 • Visionary: kecuali Korea, jauh sebelum negara lain di sekitar kita mengaungkan ekonomi kreatif (Malaysia, Singapore, RRT) • Hanya ada tiga negara (2011‐ 2014) dimana ekonomi kreatif dikelola di tingkat satu kementerian (Indonesia dan Inggeris, Jamaica meniru Indonesia di 2013). Penting karena terkait kebijakan dan komitmen politis. • Di Korea di tingkat Kementerian tetapi di bagi dua dan juga memiliki Badan (KOCA, Korean Content Agency)

Case Indonesia: 99 designs Indonesia has been the main source of designers in a one of the world’s major design‐ task marketplace, 99 designs. com. Indonesia was the biggest source of designers in 2013, and was the second in 2014. By February 2015, there are more than 129 thousands registered Indonesian designers in 99 designs. com

In Java, the outspread of designers is the most striking. These designers do not only come from urban and educated group but rather mostly come from rural area with no formal training in design. Some examples: • In Salaman District, Magelang Regency (1 hour from Yogyakarta), the designers are spread out in 20 villages, with each village has approximately 100‐ 200 designers. • In Parakan District, Temanggung Regency (Parakan District is suburb of Temanggung, one of main producers of tobacco), there are 60 designers, 4 of whom already platinum designers in 99 designs. com

10 10 10 9. 20 10 11. 2 01 0 1. 20 11 3. 20 11 5. 20 11 7. 20 11 9. 20 11 11. 2 01 1 1. 20 12 3. 20 12 5. 20 12 7. 20 12 9. 20 12 11. 2 01 2 1. 20 13 3. 20 13 5. 20 13 7. 20 13 9. 20 13 11. 2 01 3 1. 20 14 3. 20 14 5. 20 14 7. 20 14 9. 20 14 11. 2 01 4 1. 20 15 3. 20 15 5. 20 15 7. 20 15 9. 20 15 11. 2 01 5 7. 20 5. 20 3. 20 Porsi industri kreatif (termasuk jasa-jasa modern) dalam PDB Indonesia (19 persen dari perekonomian) % PDB Share of Creative Industry in GDP (percent) 19, 5 19, 0 18, 5 18, 0 17, 5 17, 0 16, 5 16, 0

GDP Total Creative Industry 15 5 15 15 01 . 2 11 9. 20 7. 20 15 15 5. 20 3. 20 1. 20 4 14 01 . 2 11 14 14 9. 20 7. 20 5. 20 14 14 3. 20 1. 20 3 13 01 . 2 11 9. 20 13 13 7. 20 5. 20 3. 20 1. 20 2 12 12 12 01 . 2 11 9. 20 7. 20 5. 20 3. 20 1 11 11 01 . 2 11 9. 20 7. 20 11 11 5. 20 3. 20 Growth of the creative industry: above GDP Growth % per annum yoy 12, 0 10, 0 8, 0 6, 0 4, 0 2, 0 0, 0

Pertumbuhan Konsumsi Rumah Tangga Makanan dan Minuman selain Hotel dan Restoran Pakaian, Sepatu dan Pemeliharaan Makanan dan Minuman selain di Hotel dan Restoran 6, 000 Pakaian, Sepatu dan Pemeliharaan 8, 000 % y. o. y 7, 000 5, 000 % y. o. y 6, 000 4, 000 5, 000 3, 000 4, 000 3, 000 2, 000 1, 000 03. 2011 1, 000 03. 2012 03. 2013 03. 2014 Sumber: seri PDB BPS diolah 03. 2015 03. 2016 03. 2017 0, 000 03. 2011 03. 2012 03. 2013 03. 2014 03. 2015 03. 2016 03. 2017

Pertumbuhan Konsumsi Rumah Tangga Perlengkapan Rumah Tangga Pendidikan dan Kesehatan Perlengkapan Rumah Tangga 8, 000 7, 000 % y. o. y 7, 000 6, 000 5, 000 4, 000 3, 000 2, 000 1, 000 03. 2011 03. 2012 03. 2013 03. 2014 Sumber: seri PDB BPS diolah 03. 2015 03. 2016 03. 2017 0, 000 03. 2011 03. 2012 03. 2013 03. 2014 03. 2015 03. 2016 03. 2017

Pertumbuhan Konsumsi Rumah Tangga Hotel dan Restoran Transportasi dan Komunikas Hotel dan Restoran 9, 000 Transportasi dan Komunikasi % y. o. y 8, 000 7, 000 6, 000 5, 000 4, 000 3, 000 2, 000 1, 000 2, 000 03. 2011 1, 000 03. 2011 % y. o. y 03. 2012 03. 2013 Sumber: seri PDB BPS diolah 03. 2014 03. 2015 03. 2016 03. 2017 03. 2012 03. 2013 03. 2014 03. 2015 03. 2016 03. 2017

Pergeseran konsumsi ke pengalamanan, prestise, kenyamanan, pendidikan dan kesehatan piranti dan perlengkapan rumah tangga 9. 6% dari PDB hotel dan restoran dan kesehatan-Pendidikan 8. 7% dari PDB 25, 0 20, 1 20, 0 15, 0 13, 3 10, 0 7, 4 5, 0 3, 7 2, 2 0, 0 Makanan dan Minuman selain di Hotel dan Restoran Peranti RT, Sepatu dan Pemeliharaan Sumber: seri PDB BPS diolah Perlengkapan RT Pendidikan dan Kesehatan Transportasi dan Komunikasi Hotel dan Restoran

257. 5 million Indonesia’s Total Population in 2015 source: UN 56. 6 million Indonesia’s Internet User in 2015 Source: ITU 78% Internet-less Source: ITU Access via Mobile Celullar 85% Source: Susenas, 2014 27

Pendapatan

Kelas menengah siklus belanja dan menabung Deposito Rupiah 25 % y. o. y Boom komoditas 20 menabung 15 belanja Krisis keuangan global 10 menabung Akhir boom komoditas 5 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Pertumbuhan tabungan perorangan Daya beli kelas menengah (atas) Pertumbuhan Tabungan 35, 0 30, 0 25, 0 20, 0 15, 0 10, 0 5, 0 0, 0 ‐ 5, 0 ‐ 10, 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

E-money • Sadar anggaran • Siklus belanja • Pergeseran antara konsumsi barang dan pengalaman (jasa) • Konsumsi sekarang dan masa depan – tabungan • Peluang untuk pertumbuhan industry kreatif

ISU STRATEGIS PENGEMBANGAN EKONOMI KREATIF 2009‐ 2025 1 Ketersediaan SDM kreatif yang profesional dan kompetitif Pendidikan kreatif yang mendorong penciptaan orang kreatif berkualitas Peningkatan kapasitas tenaga kerja kreatif 1. Kuantitas lembaga pendidikan formal dan nonformal (ketersediaan, biaya, kesesuaian, dan sebaran); 2. Kualitas pendidikan (pengajaran, kurikulum, sarana dan prasarana, tenaga pendidik); 3. Pengarusutamaan kreativitas; 4. Link and match dunia pendidikan dunia usaha; 5. Beasiswa (ketersediaan, kesesuaian, akses, sebaran informasi). 1. Kuantitas dan kualitas (ketersediaan, kesesuaian, sebaran, dan partisipasi perempuan; peningkatan skill-knowledgeattitude, penguasaan dan akses terhadap iptek); 2. Perlindungan ketenagakerjaan. Disamping itu pembelajaran dari mosaik demografi: Life Cycle Approach: ‐ health dan nutrisi dari awal (stunting and future capacity), ‐ pentingnya peran komunitas/sosial – nilai, peran keluarga, mempertahankan modal budaya dan sosial (public creative space, sanggar tari, banjar dll) ‐ Pentingnya kearifan lokal ‐ Literacy, appreciation ‐ Education – dari balita s. d. tingkat tinggi 32