MEMAHAMI PELIBATAN PELANGGAN DI DALAM PROSES BISNIS DAN PEMASARAN PRODUK SEGAR PADA RITEL ONLINE

Hesty Nurul Utami, Adi Nugraha

Abstrak


Abstrak

Semakin berkembangnya penggunaan teknologi digital dan internet telah mentransformasi model keterlibatan konsumen di dalam bisnis online akibat perubahan pola perilaku belanja konsumen dan munculnya model bisnis baru yang dilakukan oleh perusahaan. Perkembangan platform digital juga mempengaruhi jenis bisnis ritel yang dijalankan secara online, seperti penjualan bahan pangan produk segar untuk kebutuhan sehari – hari. Penelitian ini bertujuan untuk menginvestigasi pelibatan konsumen sebagai bagian dari proses bisnis yang dijalankan oleh pebisnis ritel online yang menjual produk segar. Penelitian ini menggunakan pendekatan penelitian kualitatif dengan melakukan wawancara mendalam dengan para pelaku usaha yang terlibat di dalam jaringan usaha ritel online yang menjual produk segar. Hasil penelitian menunjukkan bahwa pelibatan konsumen menjadi salah satu hal penting di dalam proses bisnis ritel online yang menjual produk segar dengan menjadikan konsumen sebagai pihak yang berpotensi mempengaruhi model bisnis. Pelibatan konsumen dilakukan melalui interaksi yang dekat dengan setiap konsumen dan penciptaan pengalaman berbelanja yang berbeda dibandingkan dengan berbelanja produk segar di ritel konvensional. Pengalaman berbelanja online diterjemakan ke dalam berbagai aktivitas pemasaran kreatif dan inovatif sebagai diferensiasi bisnis. Hal ini diharapkan memberikan dampak positif terhadap peningkatan kepuasan konsumen, penyebarluasan informasi positif mengenai perusahaan, pembelian berulang, penciptaan permintaan baru, serta menciptakan diferensiasi pengalaman berbelanja secara online untuk produk segar.

Kata kunci: platform digital, bisnis digital, pelibatan personal, pengalaman pelanggan, agribisnis

Abstract

The increase of digital technology and internet usage has transformed consumer engagement models in online businesses due to the changes in consumer purchase behaviour and the emergence of new business models implemented by companies. Digital platform development has also influenced online retailing business types, such as selling food products categorised as fresh produce for daily consumer needs. This study investigates consumer engagement as part of online food retailing business processes. The study employed a qualitative research approach with in-depth interviews with various business actors involved in the online food business retail that sold fresh produce. The results show that consumer engagement has become one of the essential parts of the business process of food online retailing by putting consumers as the party that potentially influences the company's business model. Consumer engagement is developed through close interactions with every consumer and creates an exceptional consumer experience distinct from conventional food retails. The online purchase experience is interpreted in various creative and innovative marketing activities used as business differentiation. These activities are expected to positively impact increasing consumer satisfaction, spreading positive information about the company, repeat purchase, creating new demands, and creating differentiation for fresh produce online purchase experience.

Keywords: digital platforms, digital business, personal engagement, customer experience, agribusiness


Teks Lengkap:

70 - 78

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DOI: https://doi.org/10.24198/agricore.v7i1.40420

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