CONSUMER BEHAVIOR TOWARD DIGITAL TRANSFORMATION IN FOOD AND BEVERAGE MICRO, SMALL, AND MEDIUM ENTERPRISE CASE STUDY: RIANI FOODIES

Digital transformation in Indonesia during the COVID-19 pandemic is one solution for Micro, Small, and Medium Entrepreneurs (MSMEs) to survive running the business. However, the biggest challenge is the lack of skills and knowledge about digital transformation (BPS, 2021). During the COVID-19...

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Main Author: Pitriani, Pipit
Format: Theses
Language:Indonesia
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Online Access:https://digilib.itb.ac.id/gdl/view/63910
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Institution: Institut Teknologi Bandung
Language: Indonesia
id id-itb.:63910
spelling id-itb.:639102022-03-22T14:20:08ZCONSUMER BEHAVIOR TOWARD DIGITAL TRANSFORMATION IN FOOD AND BEVERAGE MICRO, SMALL, AND MEDIUM ENTERPRISE CASE STUDY: RIANI FOODIES Pitriani, Pipit Manajemen umum Indonesia Theses Digital Transformation, MSMEs, AAARRR Strategy INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/63910 Digital transformation in Indonesia during the COVID-19 pandemic is one solution for Micro, Small, and Medium Entrepreneurs (MSMEs) to survive running the business. However, the biggest challenge is the lack of skills and knowledge about digital transformation (BPS, 2021). During the COVID-19 pandemic, there was a change in people's behavior in Indonesia. They were consuming more snacks than heavy meals with an average of 2.7 percent above the global average of 2.26 percent (Mondel?z International 2020). Another behavior change based on Atmadja et al. (2020) is that Indonesian people are starting to think about healthy living through healthy food choices. These two trends are great opportunities for MSMEs to optimize and maximize digital capabilities. Riani Foodies has a problem with sales products as a case study in this study. First pre-order until third pre-order, the impression on social media of Riani Foodies is increasing, but the demand for peanut cookies is decreasing. With the problems, so the research objective is to 1) explore the consumer's digital transformation behavior to snack products, 2) identify the digital factors on Riani Foodies that need to be improved to do its online marketing productively accepted by the market, and 3) establish the new Riani Foodies AAARRR strategy. The research method used is qualitative by using in-depth interviews. The data collection technique used was the purposive random sampling technique. The data from the interview was analyzed into two stages: 1) transcribing the data into text form and 2) coding. Coding in this final project means interpreting and grouping data into specific categories to make it easier to analyze at the next stage. There are two coding approaches: 1) Open and 2) Axial coding. The results show that behavioral factors can be the success of a snack product with a record of delivering correct and interesting content and social media campaigns. However, another note is the failure factor that arises from consumer doubts about the honesty of the product. Another success factor for Riani Foodies to successfully adapt to digital transformation is that the content presented is entertaining, informative, product reviews, and motivational. The content is visually appealing and has a message. The use of Instagram, Tiktok, WhatsApp, Shopee, and Tokopedia can determine success. From these success factors, build a new AAARRR strategy text
institution Institut Teknologi Bandung
building Institut Teknologi Bandung Library
continent Asia
country Indonesia
Indonesia
content_provider Institut Teknologi Bandung
collection Digital ITB
language Indonesia
topic Manajemen umum
spellingShingle Manajemen umum
Pitriani, Pipit
CONSUMER BEHAVIOR TOWARD DIGITAL TRANSFORMATION IN FOOD AND BEVERAGE MICRO, SMALL, AND MEDIUM ENTERPRISE CASE STUDY: RIANI FOODIES
description Digital transformation in Indonesia during the COVID-19 pandemic is one solution for Micro, Small, and Medium Entrepreneurs (MSMEs) to survive running the business. However, the biggest challenge is the lack of skills and knowledge about digital transformation (BPS, 2021). During the COVID-19 pandemic, there was a change in people's behavior in Indonesia. They were consuming more snacks than heavy meals with an average of 2.7 percent above the global average of 2.26 percent (Mondel?z International 2020). Another behavior change based on Atmadja et al. (2020) is that Indonesian people are starting to think about healthy living through healthy food choices. These two trends are great opportunities for MSMEs to optimize and maximize digital capabilities. Riani Foodies has a problem with sales products as a case study in this study. First pre-order until third pre-order, the impression on social media of Riani Foodies is increasing, but the demand for peanut cookies is decreasing. With the problems, so the research objective is to 1) explore the consumer's digital transformation behavior to snack products, 2) identify the digital factors on Riani Foodies that need to be improved to do its online marketing productively accepted by the market, and 3) establish the new Riani Foodies AAARRR strategy. The research method used is qualitative by using in-depth interviews. The data collection technique used was the purposive random sampling technique. The data from the interview was analyzed into two stages: 1) transcribing the data into text form and 2) coding. Coding in this final project means interpreting and grouping data into specific categories to make it easier to analyze at the next stage. There are two coding approaches: 1) Open and 2) Axial coding. The results show that behavioral factors can be the success of a snack product with a record of delivering correct and interesting content and social media campaigns. However, another note is the failure factor that arises from consumer doubts about the honesty of the product. Another success factor for Riani Foodies to successfully adapt to digital transformation is that the content presented is entertaining, informative, product reviews, and motivational. The content is visually appealing and has a message. The use of Instagram, Tiktok, WhatsApp, Shopee, and Tokopedia can determine success. From these success factors, build a new AAARRR strategy
format Theses
author Pitriani, Pipit
author_facet Pitriani, Pipit
author_sort Pitriani, Pipit
title CONSUMER BEHAVIOR TOWARD DIGITAL TRANSFORMATION IN FOOD AND BEVERAGE MICRO, SMALL, AND MEDIUM ENTERPRISE CASE STUDY: RIANI FOODIES
title_short CONSUMER BEHAVIOR TOWARD DIGITAL TRANSFORMATION IN FOOD AND BEVERAGE MICRO, SMALL, AND MEDIUM ENTERPRISE CASE STUDY: RIANI FOODIES
title_full CONSUMER BEHAVIOR TOWARD DIGITAL TRANSFORMATION IN FOOD AND BEVERAGE MICRO, SMALL, AND MEDIUM ENTERPRISE CASE STUDY: RIANI FOODIES
title_fullStr CONSUMER BEHAVIOR TOWARD DIGITAL TRANSFORMATION IN FOOD AND BEVERAGE MICRO, SMALL, AND MEDIUM ENTERPRISE CASE STUDY: RIANI FOODIES
title_full_unstemmed CONSUMER BEHAVIOR TOWARD DIGITAL TRANSFORMATION IN FOOD AND BEVERAGE MICRO, SMALL, AND MEDIUM ENTERPRISE CASE STUDY: RIANI FOODIES
title_sort consumer behavior toward digital transformation in food and beverage micro, small, and medium enterprise case study: riani foodies
url https://digilib.itb.ac.id/gdl/view/63910
_version_ 1822004420076896256