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All Journal Journal of Economic, Bussines and Accounting (COSTING)
Prawira Fajarindra Belgiawan
Institut Teknologi Bandung
Economics, Econometrics & Finance

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OPTIMIZING CUSTOMER DECISION-MAKING FOR DAIRY FMCG IN INDONESIAN MINIMARKETS (CASE PT. ZUZHU INDONESIA) Devita Putri Saraswati; Prawira Fajarindra Belgiawan
Journal of Economic, Bussines and Accounting (COSTING) Vol. 7 No. 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.12622

Abstract

This research examines the optimization of customer decision-making processes for dairy FMCG in Indonesian minimarkets, using PT. Zuzhu Indonesia as a case study. With the rising competition in Indonesia's dairy market, the study focuses on how promotions, channels, product displays, and cashier recommendations affect purchasing behaviors. The primary research objective is to understand how those factors influence customer purchase decisions. Additionally, the study aims to identify the stages of the purchasing journey and propose strategies to enhance sales performance in the competitive market. Using qualitative descriptive methods, data was collected through semi-structured interviews and observations. Analysis shows promotions attract price-sensitive and non-loyal customers, particularly for bulk purchases. Customers favor online shopping for planned purchases and offline shopping for immediate needs, with impulse buys influenced by strategic product placement and cashier recommendations. Non-loyal customers are more likely to switch brands based on in-store promotions and product visibility, while loyal customers prefer online shopping due to convenience and trust in the brand. Zuzhu Indonesia can enhance minimarket performance by securing prominent in-store placements, expanding product listings, and using targeted promotions like bulk purchasing deals online. Non-price promotions, such as loyalty programs and strong brand messaging, can help to differentiate in a crowded market.
THE EFFECT OF SERVICE QUALITY, PERCEIVED VALUE, AND PRICE FAIRNESS ON SELLER LOYALTY THROUGH SELLER SATISFACTION IN THE CONTEXT OF E-COMMERCE: GREENPLACE Wita Tasya Aliyani Zaynur; Prawira Fajarindra Belgiawan; Mohammad Hamsal
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 3 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v8i3.15481

Abstract

The rapid development of the online shopping sector in Indonesia is driven by increasing internet penetration, widespread smartphone adoption, and a growing middle class. E-commerce platforms such as Greenplace are becoming a dynamic competitive arena, especially in the beauty category. This study aims to examine the influence of e-service quality, perceived value, and price fairness on seller satisfaction and loyalty in Greenplace. Descriptive quantitative method was used with a sample of 240 beauty category sellers who have been active for at least six months, analyzed using PLS-SEM. Results show that all three variables significantly influence seller satisfaction, which in turn has a positive impact on loyalty. Price fairness contributes the most to satisfaction, while perceived value is most dominant in shaping loyalty. Satisfaction and loyalty also play a role in driving sellers' innovation intention, which is important for platform sustainability and competitiveness. The findings confirm that transparent price management strategies, increased perceived value, and improved e-services are key in strengthening long-term relationships between platforms and sellers. Greenplace is therefore advised to focus on strengthening perceived value and price fairness, along with continuous improvement of digital service quality, to create an adaptive and innovative business ecosystem.
Co-Authors Devita Putri Saraswati Mohammad Hamsal Wita Tasya Aliyani Zaynur