THE IMPACT OF DIGITALIZATION ON ADDRESSING CONSUMER BEHAVIOR CHANGES (A STUDY ON PT. SEPATU BATA TBK IN INDONESIA)

Abstract

This study examines the impact of digitalization and changes in consumer behavior on the sales performance of PT Sepatu Bata Tbk in Indonesia. In recent years, digitalization has become a necessity in the footwear industry as consumers increasingly value convenience and a more personalized online shopping experience. This research employs a qualitative descriptive method using secondary data such as magazines, articles, and books to highlight the challenges faced by PT Sepatu Bata Tbk in adapting to digital trends. The study reveals that the slow adoption of digital transformation and shifts in consumer behavior have negatively affected the company's sales and marketing performance.