Juita, Vinsensa Lidia (2026) ANALISIS KOMPARASI PEMASARAN TOKO KELONTONG KONVENSIONAL DAN TOKO MODERN DALAM MERESPON PERUBAHAN PERILAKU KONSUMEN DI ERA 5.0 (Studi pada Kecamatan Sukolilo). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study analyzes the comparison of marketing strategies between conventional grocery stores and modern stores (Alfamart) in responding to consumer behavior changes in the 5.0 era in Sukolilo District, Surabaya. Consumer behavior changes that prioritize practicality, speed, and digital shopping experiences in the 5.0 era have created complex competitive dynamics between both retail types. A qualitative comparative method was used, with data from in-depth interviews, non-participant observation, and documentation involving 17 informants (store heads, employees, and consumers from 3 grocery stores and 3 Alfamart stores). The data were analyzed using SWOT analysis, IFAS and EFAS matrix, SWOT diagram, and the SWOT matrix. The findings indicate both types of stores are in Quadrant I (aggressive strategy), with conventional stores at coordinates (1.41;0,9) and Alfamart at (2,05;0,36). SO strategies dominate, with scores of 3,79 and 4,11. The novelty of the research lies in the simultaneous comparative analysis of both retail types in the 5.0 era, which reveals that conventional grocery stores leverage social relationships and flexibility, while modern stores rely on system integration and service standardization. This study contributes to marketing theory and consumer behavior by utilizing SWOT analysis to formulate appropriate marketing strategies in the digital era. Keywords: Comparative Marketing, Conventional Grocery Stores, Modern Stores, Era 5.0, SWOT Analysis, Consumer Behavior
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Vinsensa Lidia Juita | ||||||||
| Date Deposited: | 01 Sep 2026 04:30 | ||||||||
| Last Modified: | 01 Sep 2026 04:30 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59589 |
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