ELEVATING CONSUMER DECISION JOURNEY TO INCREASE CONSUMER LOYALTY IN TOKOPEDIA & SHOPEE FOR PT. SNACK LEZAT PRODUCTS

• Main Author: Mulya, Ardyanto
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71884
• Institution: Institut Teknologi Bandung

Southeast Asia is developing a strong culture of digital consumption. The Southeast Asia region's digital service growth trend is accelerating, with 60% of new digital users joining in the previous two years. This has an effect on e-commerce sales, which have risen quickly in recent years and are expected to rise further. Food and beverage goods in Indonesia are expected to increase with rapid growth at a CAGR (Compound Annual Growth Rate) of 16.9% between 2021 and 2027. This growth is also in line with the retail evolution from traditional market, modern market, to digital market. PT. LEZAT SNACK is a global company snack company and currently is focusing on e-commerce channels. Despite of the rapid e-commerce growth, sales baseline from PT. SNACK LEZAT is still low and the growth is not as fast as the projected growth of e-commerce in the market. This research aims to identify the stages of the consumer decision journey to loyalty, so the right marketing strategy can be formulated to increase the number of repeat buyers and increase e-commerce sales baseline of PT. SNACK LEZAT. This research on the stages of the consumer decision journey is based on the conceptual framework which is divided into three stages: Trigger-Initial consideration, Active evaluation-Moment of purchase, Post-purchase-Loyalty. This research methodology was carried out using qualitative in-depth interviews and netnography. In-depth interviews were conducted with eight respondents, four of whom had purchased PT. SNACK LEZAT and four of whom had never purchased PT. SNACK LEZAT product. Netnography is carried out using the word cloud analysis based on product reviews in Shopee and Tokopedia platforms. The findings of this study reveal the expectations of each stage in consumer decisions journey to determine purchases on e-commerce platforms. Based on these results, several strategies were formulated at each stage to build consumer loyalty and hence increase e-commerce sales baselines of PT. SNACK LEZAT.