A 2026 study by Bening Naya D. Giani, Tezar Arianto, Sri Ekowati, and Ratnawili from the Faculty of Economics and Business at Universitas Muhammadiyah Bengkulu finds that digital marketing strategies—especially through the Alfagift application—are reshaping how customers perceive value in retail. Published in the International Journal of Finance and Business Management, the research shows that mobile apps now influence not only purchasing decisions but also how consumers define convenience, efficiency, and overall shopping experience.
The findings matter as retail businesses worldwide accelerate digital transformation. With customers increasingly relying on mobile platforms, understanding how digital tools affect behavior and value perception has become critical for companies competing in fast-evolving markets.
Digital Shift Changes Customer Expectations
Retail has undergone a major shift driven by digital technology. Consumers now use smartphones to search for products, compare prices, read reviews, and complete transactions. This shift has expanded the meaning of “customer value.”
Previously, value was mainly tied to price and product quality. Today, it includes:
- Ease of access to information
- Speed of transactions
- Personalized promotions
- Overall shopping experience
This transformation has forced companies like Alfamart to adapt their marketing strategies using digital platforms such as Alfagift.
Simple Research, Real User Insights
The study uses a qualitative, phenomenological approach to capture real customer experiences. Researchers conducted in-depth interviews with three informants: one Alfamart manager and two active Alfagift users.
As shown in the informant profile table on page 6, the participants included a retail manager and young adult customers familiar with digital shopping. This combination provided both strategic and user perspectives on how digital marketing works in practice.
The researchers analyzed interview data by identifying recurring themes and interpreting how users experience digital shopping. This approach focuses on real-world meaning rather than numerical measurement.
Five Key Findings on Digital Customer Value
The study highlights five major ways Alfagift reshapes customer behavior and perception:
- Instant Access to InformationCustomers can easily view products, prices, and promotions without visiting a physical store. This reduces effort and speeds up decision-making.
- Enhanced Digital Shopping ExperienceThe app creates a modern, interactive experience that feels more practical than traditional shopping.
- Strong Influence of Digital PromotionsDiscounts, vouchers, and real-time offers significantly drive purchase decisions.
- Greater Efficiency and ConvenienceUsers can plan purchases in advance, saving time and avoiding unnecessary store visits.
- Transformation of Customer Value
Value is no longer just about price. Customers now prioritize convenience, experience, and digital interaction.
These findings confirm that digital platforms function not only as sales tools but also as experience-building systems.
Digital Marketing Is Now Experience-Driven
Tezar Arianto of Universitas Muhammadiyah Bengkulu explains that digital marketing must go beyond promotion. He emphasizes that companies need to deliver meaningful customer experiences, not just product information. In his view, digital tools like Alfagift help businesses “create more practical, efficient, and modern shopping value for customers.” This reflects a broader trend in marketing: the shift from product-focused strategies to experience-driven engagement.
Promotions and Personalization Drive Behavior
The study shows that digital promotions are one of the strongest triggers for purchasing decisions. Customers often buy items after seeing discounts or vouchers in the app.
This aligns with modern marketing strategies that rely on:
- Real-time promotions
- Personalized recommendations
- Data-driven targeting
Digital platforms allow companies to tailor offers based on user preferences, increasing relevance and engagement.
Efficiency Becomes a Core Value
One of the most practical impacts of Alfagift is efficiency. Customers no longer need to browse aisles or compare prices manually. Instead, they can:
- Check product availability instantly
- Compare prices digitally
- Plan purchases before visiting a store
This reduces time and effort, which customers increasingly see as part of the value they receive.
Broader Impact on Retail and Business
The implications of this research extend beyond Alfamart. It provides insights for the entire retail industry and digital economy.
For businesses:
- Digital platforms must integrate information, promotions, and transactions seamlessly
- Omnichannel strategies (online + offline integration) are essential
- Customer experience should be a primary focus, not an afterthought
For policymakers and educators:
- Digital literacy and consumer awareness become increasingly important
- Training in digital marketing and data analytics is essential for future professionals
For consumers:
- Shopping becomes faster and more convenient
- However, exposure to frequent promotions may influence spending behavior
The study also highlights the importance of continuous innovation. Companies are encouraged to improve app features, such as personalized promotions and integrated services, to stay competitive.
Customer Value Is Now Dynamic
A key conclusion from the research is that customer value is no longer fixed. It evolves with technology and user experience.
Digital platforms like Alfagift enable what researchers describe as a “value transformation,” where customers actively shape their own experiences through interaction with the platform.
This shift marks a new phase in marketing, where companies and customers co-create value through digital engagement.
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