EXPLORING GLOBAL CONSUMER PERCEPTIONS OF INDONESIAN HANDICRAFTS ON AMAZON

Abstract

Indonesian handicraft products represent significant potential in the global market; however, local artisans or SMEs often face challenges in maintaining quality according to international standards, particularly regarding climate differences. Negative reviews frequently found on global B2C marketplace platforms such as Amazon and Etsy, as well as B2B platforms like Alibaba, have become a systemic threat and a primary issue that ultimately damages the "Made in Indonesia" image. This research aims to analyze global consumer perceptions and design a solution applicable to artisans. The chosen method is a qualitative approach utilizing three methodological pillars: a Netnography study on the digital platform Amazon as the primary object, the Health Belief Model (HBM) framework, and the Design Thinking methodology. Data were obtained through in-depth observation of customer reviews on Indonesian handicraft products on the Amazon platform during a specific period. The results of the analysis indicate that the artisans' lack of knowledge regarding the sociocultural conditions and the climate of the destination country is a major cause of low customer satisfaction. As a solution, this study proposes the "KARYA-GLOBAL" application method, which integrates visual assistance features, climate adaptation sensors, and easier access to certification. Digital assistance innovations based on AI and audio-visuals are designed to perform the aesthetization of technical information to bridge the literacy gap for local artisans. Through this technology, perceived barriers are reduced to enhance competitiveness in the international market within the Society 5.0 era.