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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen eCo-Buss Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ilmu Manajemen Terapan (JIMT) Indo-MathEdu Intellectuals Journal Golden Ratio of Marketing and Applied Psychology of Business Jurnal Ilmiah Multidisiplin (JUKIM) Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Maneggio Indonesian Journal of Emerging Trends in Community Empowerment
Iswati, Heni
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Library & Information Science Mathematics Social Sciences Other

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Journal : Indo-MathEdu Intellectuals Journal

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Digital Customer Focus, Innovation, and Sustainable Competitive Advantage in Fresh Food E-Commerce for Enhanced Urban Food Accessibility Muhdaliha, Eryco; Riyadi, Selamet; Iswati, Heni; Saputro, Adi; David, David
Indo-MathEdu Intellectuals Journal Vol. 6 No. 4 (2025): Indo-MathEdu Intellectuals Journal
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/imeij.v6i4.3705

Abstract

The transformation of e-commerce for fresh food is shaped by the convergence of customer-focused digital strategies, innovation, and the pursuit of sustainable competitive advantage, particularly in enhancing food accessibility in urban areas. This study explores how digital technology and customer-centered innovation contribute to operational efficiency, personalized service delivery, and environmental sustainability across the fresh food distribution network. This research uses a narrative qualitative approach, synthesizing insights from academic literature, industry reports, and case studies to examine the strategic alignment between technology adoption, innovation practices, and competitive positioning. The findings show that digital transformation, including blockchain, precision agriculture, and smart logistics, not only enhances transparency and traceability in the food supply chain but also fosters trust and responsiveness among urban consumers. Fresh food e-commerce platforms leverage this technology to minimize food waste, improve delivery accuracy, and quickly adapt to dynamic demand patterns. Furthermore, this study highlights the role of green innovation in strengthening business sustainability, with digital platforms serving as a key driver for environmental monitoring, consumer engagement, and ethical sourcing.  
Co-Authors ADI SAPUTRO Ali Niazi , Hakam Andira Brabo, Nora Ayu Wahyuningtyas David David Eryco Muhdaliha Firdaus, Panca Maulana Fuji Oktaviani, Retno Gian, Erick Ivan Hayatul Khairul Rahmat Heru Nugroho Koen Hendrawan Kusnawan, Agus Kuswanto, Hary Lestari, Setyani Dwi Nora Andira Brabo Qodariah, Qodariah Rinny Meidiyustiani Safitra, Ravindra Sari, Nurma Elita Selamet Riyadi Slamet Riyadi Soekotjo, Sundari Tristanto, Sigit Heri Yuwono Yuwono