• Liafatra Nurlaily Universitas Semarang
  • Oktarini Kuntari Universitas Semarang
Keywords: purchasing power, burning money, e-commerce, changing behaviour, increasing data.


This study aims to determine the effectiveness of marketing strategies using the style of burning money by e-commerce to achieve the goals of increasing data, people’s purchasing power using e-commerce, and changing the behaviour of Indonesian people towards digitalization. The literature study method was used to conduct this research due to limited time and resources to conduct case studies or collect data through interviews with e-commerce visitors. The results of the study show the effectiveness of the money-burning marketing style in increasing the number of e-commerce users, increasing the amount of annual e-commerce revenue, and increasing the percentage of activity in the use of e-commerce by internet users in Indonesia.


Download data is not yet available.


Badan Pusat Statistik. (2022). Statistik eCommerce 2022. Jakarta:BPS.

Blank, S., & and Dorf, B. (2012). The Startup Owner’s Manual, The Step-By-Step Guide For Building a Great Company. K&S Ranch Press: Pescadero. CA. USA.

Brodjonegoro, Bambang. (2020). Ternyata Ini Alasan Start Up Rela “Bakar Uang yang
Banyak” cnbcindonesia.com. Retrieved May 25, 2023, from https://www.cnbcindonesia.com/tech/20200112151510-37-129406/ternyata-ini-alasan-start-up-rela-bakar-uang-yang-banyak

Daukševičiūtė, Irena. et al. (2011). Conceptualization of The Effectiveness of Marketing Tools. Intellectual Economics. 5(10). 200-211.

Fifield, Paul. (2007). Marketing Strategy The Difference Between Marketing And
Markets 3rd edition. Elsevier Ltd.

Kalbu, Tyas Ind.(2019). Strategi “Bakar Uang” dalam Persaingan Bisnis Perusahaan
Rintisan. Klasika.kompas.id. Retrieved March 15, 2023, from https://klasika.kompas.id/baca/strategi-bakar-uang-dalam-persaingan-bisnis-perusahaan-rintisan/

Kharisma, Gilang. (2022). 13 Unicorn Indonesia: Riwayat Pendanaan, Nilai Valuasi,
dll. Techinasia.com. Retrieved March 15, 2023, from https://id.techinasia.com/daftar-unicorn-indonesia-terlengkap

Low, M.B., & MacMillan, I.C. (1998). Entrepreneurship, Past Research and Future
Challenge. J. Manag. 14. 139-161.

Malhotra, N.K. (2005). Marketing Research An Applied Orientation I. USA: Prentice

Ramdhani, et al. (2014). Writing a Literature Review Research Paper: A step-by-step
approach. International Journal of Basic and Applied Science. 3(01). 47-56.

Ries, E. (2011). The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Business. New York: Crown Publishing Group.

Safitri, Kiki. (2019). Rhenald Kasali: Sistem Bakar Uang Startup Sesuatu yang Sangat
Wajar. Kompas.com. Retrieved March 15, 2023, from https://money.kompas.com/read/2019/12/04/084240526/rhenald-kasali-sistem-bakar-uang-startup-sesuatu-yang-sangat-wajar

Schneider, Gary P. (2011). Electronic Commerce 9th ed. USA: Course Technology,
Cengage Learning

Startupranking. (2023). Startups per Country. Startupranking.com. Retrieved March
15, 2023, from https://www.startupranking.com/countries

Taan, Hapsawati. 2010. Peran Riset Pemasaran Dalam Pengambilan Keputusan
Manajemen. Jurnal Manajemen dan Akuntansi. 11(2).
Turban, E.; King, D.; Lee, Jae Kyu.; Liang, Ting-Peng.; Turban, Deborrah C. (2015).
Electronic Commerce: A Managerial And Social Networks Perspective 8th ed.
Switzerland: Springer International Publishing.

Utomo, William Putra, et al. (2019). Indonesia Millenial Report 2019. IDN Research

Varadarajan, Rajan. (2010). Strategic Marketing and Marketing Strategy: Domain,
Definition, Fundamental Issues and Fundamental Premises. Journal of the
Academy of Marketing Science. (38). 119-140.

Wright, Ian. (2022). Saturated Sectors: Finding Gaps In The Ecommerce Market.
Merchantmachine.co.uk. Retrieved May 30, 2023, from https://merchantmachine.co.uk/saturated-sectors/.