The paper conceptualises digital technology as a source of innovation in value co-creation (VCC) at the bottom of pyramid (BOP) markets through fieldwork focused on vegetable supply chains in Indonesia. An inductive analysis based uponin-depth, semi-structured interviews with multiple business actors identified VCC in an emerging e-commerce channel where digital technologies enabled engagement and interaction amongst channel members. The results suggest that market scripting based upon an inclusive, collaborative and empowerment ideology, which can lead to sustainable development and income redistribution from consumers to producers, was explicitly embedded in their VCC agenda. Fair-trade practices supported customer-driven innovations. For consumers, digital technologies created online ‘consumption communities’ where information and educational interactions supported online food purchases and innovation in the supply chain ‘pull’ strategies. The paper concludes that the logic underpinning this new transformative business approach of digitally enabled VCC in local BOP markets is akin to a ‘social justice logic’.

This study examines the determinants of online customer engagement (OCE) and its role in influencing the repurchase intention of healthy food through social commerce (s-commerce) platforms. Using the Stimulus-Organism-Response (S-O-R) framework, 300 Indonesian urban shoppers were surveyed to explore the impact of customer internal and external buying stimuli through online content quality (OCQ) and customer experiences, encompassing hedonic and social value. PLS-SEM analysis highlights the significance of OCQ in enhancing customer trust and engagement while underscoring the importance of emotional gratification and perceived social benefits mediating customer engagement in building repurchase intentions. The analysis also reveals the insignificant direct effect between social value and repurchase intention, suggesting a more nuanced mechanism in consumer behavioural response. The findings provide theoretical insights into s-commerce research and practical implications for designing online food services to retain customers, emphasising the need for integrative strategies incorporating emotional, social, and informational elements. This research contributes to a deeper understanding of consumer behaviour in using social media for healthy food marketing. It offers sustainable and actionable recommendations for the digital era.

PERSEPSI KONSUMEN THEMATIC COFFEE HOUSE TERHADAP MEREK, KUALITAS PRODUK DAN PELAYANAN SERTA NILAI PELANGGAN PRODUK KOPI LOKAL (Survei Konsumen Filosofi Kopi Jakarta Selatan)

Objective: This study investigates the role of product quality and social media marketing on brand awareness in the food service industry, mainly focusing on pastry and beverage establishments in Bandung, Indonesia. Theoretical Framework: Brand awareness is crucial for consumer decision-making, with product quality playing a significant role in brand recognition. The study explores the role of social media platforms, especially in promoting product branding within the competitive food service sector. Method: A survey was conducted among 150 consumers of a food service outlet in urban Bandung, Indonesia, specialising in pastries and beverages. Quantitative methods were employed, and data was analysed using multiple regression analysis. Results and Discussion: Both product quality and social media marketing significantly impact brand awareness. However, social media communication only partially affects brand awareness, suggesting additional factors influence consumer perceptions. Research Implications: Recommendations are provided for researchers and practitioners in the hospitality industry, emphasising the importance of leveraging social media for digital marketing and integrating product quality to enhance brand awareness. Originality/Value: This study underscores the evolving role of digital technology, particularly social media, in shaping brand awareness in the food service sector. It highlights the necessity of combining product quality and digital marketing strategies to promote brand recognition and achieve business development objectives effectively.

The information and communication technology revolution has led to the adoption of technologies such as the internet for generating value for businesses. Meanwhile, little is known about the role of e-commerce in value co-creation initiatives for agri-food SMEs and specifically its role in the collaboration of business actors and customers where the overall objective of generating benefits from the exchange process. This study addresses the gap regarding the expected benefits of value co-creation in the agri-food market channel transformation. The transformation of fresh produce marketing in Indonesia, from a product-focused approach towards a customer-centric approach, was selected to explore value co-creation and its potential benefits, including the exchange of tangible resources, intangible resources and knowledge. A qualitative method was undertaken through in-depth interviews with multiple agri-food actors. The findings illustrate that e-commerce involves fewer intermediaries through short food supply chains (SFSCs) by facilitating the engagement of multiple stakeholders. Agri-food co-creation via e-commerce provides a solution to address market needs through collaboration within the agribusiness networks. The e-commerce channels reveal the benefits for both agribusiness actors and consumers. The findings propose insights into the co-creation concept in an agri-food context through the online platforms, that will have a theoretical and practical contribution for future business and marketing.

Adopsi bisnis digital saat ini terus mengalami perkembangan dengan dukungan inovasi teknologi digital untuk menciptakan nilai dalam berbagai aktivitas bisnis. Peran teknologi digital pada perkembangan perdagangan elektronik diharapkan memberikan manfaat tidak hanya bagi industri pertanian. Agribisnis sebagai sumber industri pangan juga mengalami revolusi digital sebagai upaya untuk mendorong pasar digital dan mendukung keberlanjutan sektor pertanian. Penelitian ini bertujuan untuk mengetahui lebih jauh mengenai manfaat yang diharapkan dapat dirasakan oleh pelaku pasar produk pangan yang menggunakan jaringan perdagangan digital untuk penjualan dan pembelian produk pangan. Penelitian eksploratori ini dilakukan dengan melakukan wawancara dengan pelaku agribisnis di empat wilayah di Jawa Barat yang menggunakan perdagangan digital untuk memasarkan produknya. Hasil penelitian menunjukkan bahwa model perdagangan digital produk pangan menjadi salah satu alternatif baru yang inovatif untuk memasarkan produk pertanian dengan manfaat yang diharapkan dirasakan tidak hanya untuk konsumen sebagai pengguna produk, namun juga bagi petani produsen dan perantara pemasaran. Hasil penelitian ini berimplikasi terhadap pemahaman bisnis digital dan potensi teknologi untuk keunggulan bersaing agribisnis. Selain itu secara praktis juga berimplikasi kepada konsep dan kebermanfaatan perdagangan digital di dalam aktivitas produksi, rantai pasok, dan pemasaran produk agribisnis.