Consumer Behaviour In Response To Digital Transformation Through Social Media Promotions By Traditional Retailers In The Barlingmascakeb Region
Keywords:
Barlingmascakeb, traditional retail, social media promotion, digital transformation, consumer response.Abstract
Digital transformation drives changes in consumer behaviour in seeking information, comparing choices, and making purchasing decisions. Traditional retailers in the Barlingmascakeb region face adaptation pressures as consumers become increasingly accustomed to social media-based promotions that are fast, interactive, and influenced by local social networks. This study aims to understand how consumers respond to the digital transformation of traditional retailers through social media promotions in Barlingmascakeb. The method used is qualitative research with a multi-site case study design. The research population includes traditional retail consumers and traditional retailers who actively promote through social media in Banjarnegara, Purbalingga, Banyumas, Cilacap, and Kebumen Regencies. Informants were determined through purposive sampling and snowball sampling. The study involved 42 informants consisting of 30 consumers and 12 retailers, accompanied by data triangulation through in-depth interviews, observations, and documentation of digital promotion traces. Data collection was conducted over three months. The results showed that consumer responses were formed through clearer information access mechanisms, faster service interactions, utilitarian promotional content, and strengthened trust through local social proof. The digital transformation of traditional retail is effective when focused on price and stock transparency, consistency of uploads, and responsive chat service management. The implications of the study emphasise the need for informative and ethical social media promotion strategies, as well as practical digital assistance for traditional retailers based on consumer needs and local community characteristics.References
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