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Abstract
Abstract. 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. Edible groceries in Indonesia are expected to increase with compounded annual growth rate 16.9% between 2022 - 2027. This growth is in line with the retail evolution from traditional market, modern market, to digital market PT. SNACK LEZAT is a global snack company and currently is focusing on e-commerce channels that still in an early stage of development and the sales are largely dependent on promotional periods. This research aims to identify the stages of the consumer decision journey to loyalty, so the right marketing strategy can be formulated and increase the repeat buyers to create a higher and sustained sales baseline. 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.
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2017. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium
References
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References
T. (n.d.). Google Temasek e-Conomy SEA 2021 Roaring 20s: The SEA Digital Decade.
Rosário, A., & Raimundo, R. (2021). Consumer Marketing Strategy and E-Commerce in the Last Decade: A Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3003–3024.
Edge. (2022). SEA Digital Commerce Landscape Report. Edge: by Ascential.
Kotler, P., & Keller K. L. (2016). Marketing Management, Global Edition (15th edition). Pearson Education Limited.
Kurniawan, Y., et al. (2020). The Effect Of Indonesian E-Marketplace Reputation On Customer Trust In Online Shopping. Journal of Theoretical and Applied Information Technology, 98(03).
Court, D., Elzinga, D., Mulder, S., Vetvik, Ole. (2019). McKinsey Quarterly The consumer decision journey. McKinsey & Company.
Feinleib, D. (2017). The E-commerce Flywheel. Bricks to Clicks, 121–138.
PT. SNACK LEZAT. (2022). E-Commerce Flywheel.
Rallis, S.F. & Rossman, G. B. (2012). The Research Journey: Introduction to Inquiry. Guilford: Guilford Publication.
Ranabhat, D. (2018). Customer Loyalty in Business. Centria University of Applied Sciences.
Malhotra, N. K. (2019). Marketing Research: An Applied Orientation, Global Edition (7th ed.). Pearson.
Creswell, J. W., & Creswell, D. J. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications, Inc.
Mears C. (2017) Chapter 21: In-depth interviews in: Coe, R., Waring M., Hedges, L. and Arthur, J. (eds), Research Methods & Methodologies in Education. 2nd Edition. London. Sage
Kozinets, R. (2019). Netnography: The Essential Guide to Qualitative Social Media Research (Third). SAGE Publications Ltd
Nelson, M. R., & Otnes, C. C. (2005). Exploring cross-cultural ambivalence: a netnography of intercultural wedding message boards. Journal of Business Research, 58(1), 89–95.