Transformasi Perilaku Konsumen Di Era Digital: Studi Dan Implikasi UMKM Sambal Dede Satoe

dewi, margaretta ratna and Setyaningrum, Idfi and Ariani, Mintarti and pramana, bujangga bagus adi and theterissa, livia (2023) Transformasi Perilaku Konsumen Di Era Digital: Studi Dan Implikasi UMKM Sambal Dede Satoe. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi), 10 (3). pp. 1789-1795. ISSN 2356-3966; E-ISSN 2621-2331

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Abstract

Productive endeavors owned by individuals or businesses within the micro, small, and medium-sized scope are referred to as micro, small, and medium enterprises (MSMEs). In the era of digitalization, MSMEs are compelled to adapt to digital technology in their business operations, as well as changes in business practices and consumer behavior. Sambal Dede Satoe is one of the MSMEs that was initiated in 2011, producing various types of chili sauce. It is essential to recognize changes in consumer behavior in the digital era. The purpose of this research is to understand how consumer behavior has changed for Sambal Dede Satoe and how online media is utilized to sustain its business. The research method employed is qualitative, using data triangulation for validity, with primary data obtained through questionnaires and secondary data from the Sambal Dede Satoe website. The research results indicate that there are four factors influencing the transformation of consumer behavior in the digital era: product information sources, product purchasing mechanisms, satisfaction levels, and sales levels. The implications of the transformation in consumer behavior necessitated Sambal Dede Satoe to make changes in various aspects of their business, particularly in digital marketing strategies, to enhance product sales and business sustainability

Item Type:	Article
Uncontrolled Keywords:	digitalization, consumer behavior, marketing, sales, MSMEs
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Business and Economic > Department of Economic
Depositing User:	Idfi Setyaningrum 6187
Date Deposited:	24 Nov 2023 01:35
Last Modified:	24 Nov 2023 01:35
URI:	http://repository.ubaya.ac.id/id/eprint/45418

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