Track: Case Studies

Abstract

This paper aims to find out the effectiveness, usefulness, and negative responses of customers to the fruit and vegetable shopping applications. The theory used by the researcher is Digital Society according to Immanuel Castells. The results showed that from dozens of applications that sell fruit and vegetables, the applications Sayur Box, Happy Fresh, TaniHub, and  Brambang  were the most widely used. The Sayur Box and Happy Fresh applications were downloaded by nearly 1 million subscribers, had 12-20 thousand reviews and investors from home and abroad. The positive and negative responses conveyed by customers in using the application are related to the ease of using the application, affordable fruit and vegetable prices (not much different from prices in supermarkets and markets), maintained product quality, speed of service, also friendly and quick response. The behavior of application users who feel the ease and speed of service cannot be separated from the characteristics of a digital society that prioritizes practicality and convenience with the presence of information technology. This includes expressing opinions that tend to be firm, straightforward, and impolite to become an inherent part of digital society.