Year: 2022
Type: conference-paper
Abstract: Current technological developments have brought about major changes in consumers’ views when buying household products. Technological advances due to the Internet have disclosed various opportunities in business. Household products in fast-moving consumer goods (FMCG) are those that can be applied to digital platforms in business processes. This study aims to determine how digital platforms change customer behavior due to many factors that are affected by technological development. This research also provides a perspective on how customers decide to buy FMCG from a digital platform. The results show that brand awareness, audiovisual social media advertising, ease of access, and reviews from other consumers affect how consumers buy options. Advertising in social media, electronic word of mouth (e-WOM), customer engagement, positive influence, brand awareness, and sales enhancement are major factors that make digital platforms profitable for suppliers or manufacturers as a new business model
Authors: A Mulyawan, Z Alamsyah, Marimin
Institution: IPB University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4289920246