The Concept of Positive Thinking: Opportunities for "Digital Business Models" During the COVID-19 Pandemic Crisis

INDUSTRY.co.id - The Covid-19 Virus Case is a case that has a huge impact on the world especially the country in Asian region such as Indonesia. This case entered Indonesia since the official announcement by the President of Indonesia on March 2, 2020. The first announcement stated that there were 2 positive cases in Indonesia and it was increasing every day. On June 21, 2020, positive cases of the COVID-19 virus had reached 45,891 people, and those who died reached 2,465 (Source: Bisnis.com). The increasing case of the COVID-19 has made the government adopt a social distancing policy to reduce the potential spread of the COVID-19 virus. The policy is to reduce community close contact interaction by closing public facilities such as mall, amusement park, students studying at home, and work from home (WFH) which the government calls for private employees or civil servants (PNS).

During the COVID-19 pandemic, the world economy and especially Indonesia experienced a decline. This incident resulted in many businesses unable to pay their debts, causing bankruptcy, massive layoffs carried out by companies, resulting in increased unemployment rates. So that the community considers that Indonesia is in a time of economic crisis. The term crisis is what makes the concept of negative thinking in the current situation.

This concept of negative thinking must be replaced by the concept of positive thinking during the COVID-19 pandemic. The concept of positive thinking can make someone see opportunities and continue to create opportunities in a pandemic like this. According to Jim Dorhan and John Maxwell (1996), positive thinking can change lives and make us successful in every effort that is pursued. The concept of thinking like this must be had to be able to survive and see opportunities. According to Prof. Dr. Jony Oktavian Haryanto as the rector and professor of marketing management at President University said in this pandemic, we can turn problems into opportunities as in Mandarin. The word crisis is 危 机 (weiji) which comes from 危 (wei) which means danger and 机 (ji) which means opportunities. Charles Darwin also stated that "Living things that can survive are not the most powerful or intelligent. Living things that can survive are those who can adapt according to changing circumstances. " So both individuals and companies if they want to continue to survive must be able to adapt to current conditions.

The business model is an important factor in assessing a company in adapting to current conditions. One marketing strategy is to know the needs of consumers so that we can create our unique selling point in meeting consumer needs. According to Prof. Dr. Jony Oktavian Haryanto said that the shopping behavior of Indonesian people had changed because this event caused anxiety and panic in the community. The trend of online shopping for people throughout the world experienced an increase during the Covid-19 pandemic. Based on Sindo's information on March 14, 2020, there was an increase in online shopping for people in Indonesia. According to the journal "US physical doors close, new digital doors swing open" Online shopping has also increased in Australia. Netflix's revenue that touched its highest level of USD 463.57 / share, the Daily needs shopping platform received a significant increase in income, etc. This explains that the opportunities for digital business models are enormous both in the COVID-19 pandemic and in the future.

The advantage of the digital business model in a company is that it can save costs in the company, expand the market, provide new experiences to consumers, etc. People in Australia are very satisfied with the new experience provided by digital business models so that the increase rate occurs at all ages. Based on Jennifer, Darren & Andrea (2006) in their journal "Consumer Contamination: How Consumers React to Products Touched by Others" proves that in retail situations the customer enjoys touching the product. But consumers lower their evaluations of touched products because they feel disgusted by the contamination from other shoppers. This can also be overcome by the digital business model. So, one way to adapt to the current situation is to change the business model to digital because the benefits will not only occur in the Covid-19 pandemic period but for the future.