HE EFFECT OF DIGITALIZATION ON GREENGROCERS RETAIL IN AN ONLINE AND OFFLINE ENVIRONMENT

• Main Author: Prianto Rahman, Faris
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67119
• Institution: Institut Teknologi Bandung

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