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All Journal International Journal of Marketing and Human Resource Research
Anugrahwati, Anugrahwati
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

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Digital Transformation in Local Trade: A Study of Perceptions among E-Commerce Sellers and Consumers Andania, Ana; Irmawati, Irmawati; Nasaruddin, Nasaruddin; Syam, Andi Wahyuni; Anugrahwati, Anugrahwati
International Journal of Marketing & Human Resource Research Vol. 6 No. 3 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i3.2899

Abstract

Digital transformation has brought significant changes to the local trade ecosystem in Indonesia, including Bone Regency. This study aims to explore the readiness of MSME sellers and consumer perceptions of empowerment features in e-commerce platforms, using a phenomenological qualitative approach. A total of 10 sellers and 10 consumers who are active on the Shopee, Tokopedia, and TikTok Shop platforms were interviewed in depth, supported by virtual observation and document analysis. The results of the study indicate that the digital readiness of sellers is influenced not only by the availability of devices and networks but also by digital literacy, innovative promotional strategies, self-learning, and support from family and community. Sellers who can adapt creatively and actively across platforms are more likely to thrive in the competitive digital market. On the consumer side, features such as promotions, free shipping, ratings, reviews, and ease of returns are key factors in empowering and building trust. A preference for local products also grows stronger when supported by a good digital reputation and responsive customer service. However, there are challenges in the form of unequal access to digital training and the need for platform policy innovations that are more friendly to local MSMEs. This study emphasizes the importance of strengthening digital literacy, cross-actor collaboration, and inclusive strategies to ensure that digital transformation is effective, inclusive, and sustainable at the local level.
Omnichannel Retail Strategies and Consumer Loyalty in The Hybrid Shopping Era Anugrahwati, Anugrahwati; Asdar, Asdar; Andania, Ana; Syam, Andi Wahyuni; Nasaruddin, Nasaruddin
International Journal of Marketing & Human Resource Research Vol. 6 No. 4 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i4.3027

Abstract

Digital transformation has fundamentally changed consumer behavior patterns and retail business strategies in Indonesia. This study aims to explore the omnichannel experiences and strategies implemented by retailers and their impact on consumer loyalty in the hybrid shopping era, with a case study in Bone Regency. Using a qualitative phenomenological approach, data was collected through in-depth interviews and participatory observation of retailers and consumers actively shopping across online and offline channels. The findings reveal that consumers are becoming increasingly flexible in their channel choices, relying on the unique advantages of each channel to achieve convenience, speed, and added value. Channel integration, information transparency, and ease of access have become basic expectations that shape consumer loyalty. Cross-channel promotional programs and integrated loyalty systems have proven to strengthen emotional attachment and encourage consumers to become brand advocates. However, the main challenges remain in synchronizing stock and promotional information, staff digital literacy limitations, and service consistency across all channels. The implications of this study underscore the importance of investing in technology, training human resources, and fostering cross-sector collaboration to create an inclusive and sustainable hybrid retail ecosystem. Recommendations are provided for businesses and policymakers to be more adaptable in responding to the dynamics of consumer behavior in the digital era
Co-Authors Andania, Ana Asdar Asdar Irmawati Irmawati Nasaruddin Nasaruddin Syam, Andi Wahyuni