The Outlook Digital Indoor Advertising in Mini-market Using Techno Economy Analysis: Implementation in Indonesia

Research Aims: This paper wants to confirm the process feasibility study and advantage application when technology in social media enters goods' commercialisation.   Design/methodology/approach: The methodology used in this research qualitative research methodologies, with an approach to data analysis using techno-economic and collective data on digital indoor advertising.   Research Findings: The results of techno-economic analysis and feasibility analysis explaining digital indoor advertising business in Indonesia mini market is declared worthy of running, with description NPV on cash flows Rp. 3,664,679,991 and NPV sensitivity analysis of Rp. 3,554,930,887, IRR of 14.09%, and 13.96% (sensitivity analysis).   Theoretical Contribution/Originality: This research contributes to the growth rate of digital advertising usage in Indonesia by viewing and measuring the business feasibility relating to the products used and looking at the profit and loss projects for the company when willing to run the business based on the techno-economic analysis.   Practitioner/Policy Implications: This study intended as a reference and recommendation for promoting a product through a feasibility study, which tailors to the advantages implementation of digital indoor advertising mini-market in Indonesia. Especially for management/managers, product promotion becomes a strategy that has to play to catch up and develop market segmentation of a product.   Research limitation & implications: The implementation needs business feasibility in determining effective or not promoting a product through techno-economic analysis. Digital advertising, which placed in a mini-market, can potentially lift the branding of a product in the marketing function.


INTRODUCTION
The current development of the advertising industry has experienced rapid progress and the development of information technology.
The contribution of the advertising sector has proven capable of providing significant growth for Indonesian engineers in recent years. Although the contribution to the economic sector is still low, namely 0.58%, the growth rate is relatively higher than the average creative economy. Mapping the economic contributions of advertising as part of the creative economy emphasises measurements based on the gross domestic product (GDP), employment, corporate activity, household consumption, and national exports.
Currently, most manufacturers realize the importance of advertising strategy may be implicated products change consumers' perception in purchasing a product.
Advertising has always known to be one of the critical factors that affect the consumer's decision-making process (Haider & Shakib, 2018). Consciously, advertising tries to change consumer opinion on a product by changing the perception of the product through information on the features and advantages of the product displayed. Its There are various ways to provide product information to consumers by utilizing the current digital era, and one of them is Digital Indoor Advertising/Digital Signage.
Advertising is product information or services from producers to consumers and delivering messages from sponsors through media. "Advertising is an advanced communication process that brings audiences to the most important information they do need to know" (Jefkins, 1997).
Frank Jefkins' statement explains that advertising is a message from producers to potential consumers to get as much information as possible from the advertised product or service. It can be said that advertising influences consumer attitudes and experiences, affecting the product life cycle and leading to the desired target market (Vakratsas & Ambler, 1999). Advertisements are made to convince consumers about the products offered. Apart from an attractive design, the ad placement must be in a place or medium that is easy to see and remember.
New media using new digital technology have been continually developed and launched onto the marketplace, and the importance of these digital media has increased in the advertising industry.
Specifically, digital signage as a new digital medium is becoming more and more critical in the industry (Ko et al., 2005) (Hough et al., 2016). While prior research has demonstrated that shoppers welcome digital signage information and find it aesthetically pleasing, its actual influence is unknown and requires further research (Dennis et al., 2014, Newman et al., 2006.
Digital signage delivers content for four primary and often overlapping purposes: commercial, informational, experiential, and behavioural. Of these, commercial applications are overwhelmingly the most common (Schaffler, 2013). DS is especially effective in reaching out to consumers regardless of time and place (Bauer et al., 2012

LITERATURE REVIEW
The concept of Digital Ecosystems proposed as a new way to perceive the increasingly complex and interdependent systems created (Fiorina, 2000). The Digital Ecosystem is a new, multidisciplinary concept that is difficult to define, resulting in many definitions depending upon the perspective from which it defined (e.g., ecology, economics, and technology), making the concept difficult to understand. From an economic perspective, the Digital Ecosystem is "a useful metaphor for understanding the dynamics of business networks at the regional and sectoral levels and their interaction with and through ICTs" (Dini et al., 2005). In the ecosystem that has evolved in literature, we find a set of intermediaries taking part in an auction, which connects buyers and sellers of a unique, indivisible good (Feldman et al., 2010). animation and audio and is at least as compelling as television advertisements (Lee et al., 2011). Digital signage, in its simplest form, is a "remotely managed digital display, typically tied in with sales, marketing and advertising" (Schaffler, 2013). It is most commonly considered an advertisingoriented concept (Burke & Stets, 2009).
Developing a strategic, risk-based approach to digital advertising activities can make the difference between an organisation that rides trends and gets ahead of them and even shapes them. Developing digital advertising strategises to know how effectively leverage traditional and digital advertising and convergence within the total marketing.     and methods see (Scapolo & Porter, 2008).
Typically, techno-economic models combine high-level market and service-related parameters and forecasts with relevant cost and performance-related parameters of the technologies required to deliver the customers' services (Markku et al., 1998    The payback period is the time required to restore an investment's capital, calculated from net cash flows (Sullivan et al., 2015).
The project accepted if the investment capital's recovery time is shorter than the economic age, and the project rejected if the investment capital is longer than the industrial age (Subagyo, 2007). The formula used to calculate the payback period is as follows.

Initial Investment
The initial investment is a type of capital that must be issued at the start of the business and usually used for the long term. Based on the observation results, the need to implement the Digital Indoor Advertising project in Mini Market in table 1, as follows. Modem. It used to be controlled remotely via the Internet network to update the system related to advertising remotely in one part of the project work system.
To support the implementation of the project needed a reliable software system. This Software used to upload the previous employment contract's ad content. All advertising content created by the agreement is uploaded in the system's playlist as the agreement appears. Therefore, to not be interrupted by connection, it requires a reliable server/cloud in the way of the system to be well protected. The need for this software equipment is required. Investments are not a little (as stated in Table 1) because they need a super-advanced and good connection.

Estimated Cost and Income
A business or operating company will bear a cost, so no wonder that there are various types of costs in a business. As an entrepreneur, it is necessary to know the various types of costs that managed.
Knowing the classification of costs will manage the cost well so that business operations will be more efficient.
Variable costs are costs that amount to grow as production volumes increase. Meanwhile, fixed costs are the operating costs of companies whose numbers are unchanged under stable business conditions. In other words, variable costs will change in line with the activity change, but this fixed cost is constant, unchanged.      Table 4 shows the present value used to determine the value of the feasibility analysis compiled earlier. Year 1 3,149,949,845 (24,363,050,155) 3 Year 2 5,402,971,086 (18,960,079,069) 4 Year 3 6,361,866,920 (12,598,212,149) 5 Year 4 6,419,585,000 (6,178,627,149) 6 Year 5 9,843,307,140 3,664,679,991

Cash Flow Sensitivity Analysis
Sensitivity analysis is an analysis to see the influences of changing circumstances (Gittinger, 1986). Sensitivity analysis is also an analysis conducted to determine the consequences of changes in production parameters to change production system performance in generating profits. By conducting a sensitivity analysis, the resulting consequences of these changes can know and anticipated beforehand. This sensitivity analysis anticipates the changes in variable cost increase and decrease in revenue. Table 6, assuming the others are the same, the results are obtained against the PV.

CONCLUSION
Digital advertising is believed to be an effective way to increase potential customers globally. Evidence shows that businesses have increasingly switched their advertising focus from traditional to digital media (Fuxman et al., 2014).