HE EFFECT OF DIGITALIZATION ON GREENGROCERS RETAIL IN AN ONLINE AND OFFLINE ENVIRONMENT
The world has been hit by a pandemic and has been boosted by the constant movement of technology, resulting in a shift in the form of business from traditional brick-and-mortar retail to a digital online environment. Most of the business sector has shifted to online platforms and chosen to focus m...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/67119 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The world has been hit by a pandemic and has been boosted by the constant movement of technology,
resulting in a shift in the form of business from traditional brick-and-mortar retail to a digital online
environment. Most of the business sector has shifted to online platforms and chosen to focus more on
the online environmental line rather than brick-and-mortar retail, but not with greengrocers. From the
research findings, in Indonesia, people still have a tendency to buy vegetables in supermarkets and
traditional markets. Is it because there are no ties to the online environment for greengrocers? We will
look for empirical evidence to see if customers can build strong relationships not only with
brick-and-mortar stores but also with online ones.
This study opens a new path in the marketing domain by expanding the concept of place attachment
with a study of the online retail environment for green grocery businesses in Indonesia. Our findings
suggest that consumers who have a deep commitment to a location promote favorable word-of-mouth,
regardless of whether they are online or offline. Their loyalty to the store does not prevent them from
switching to another provider, both for the online and offline environment.
Keywords: Retail industry, Green grocery industry, Place attachment, and Digitalization of retailing |
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