The Asian Journal of Technology Management Vol. 16 No. 3 (2023): 201-210 *Corresponding author. Email: ardyanto_mulya@sbm-itb.ac.id Received: February 4 th , 2023; Revised: April 14 th , 2023; Accepted: February 28 th , 2024 Doi: http://dx.doi.org/10.12695/ajtm.2023.16.3.4 Print ISSN: 1978-6956; Online ISSN: 2089-791X. Copyright@2023. Published by Unit Research and Knowledge School of Business and Management-Institut Teknologi Bandung 201 Elevating Consumer Decision Journey to Increase Consumer Loyalty in Tokopedia and Shopee for PT. SNACK LEZAT Products Ardyanto Mulya * , Satya Aditwa Wibowo and Mustika Sufiati Purwanegara 1 School of Business and Management, Institut Teknologi Bandung, Indonesia Abstract. Southeast Asia region's digital service growth trend is accelerating, with 60% of new digital users joining in the previous two years. This has an effect on e-commerce sales, which have risen quickly in recent years and are expected to rise further. Edible groceries in Indonesia are expected to increase with compounded annual growth rate 16.9% between 2022 - 2027. This growth is in line with the retail evolution from traditional market, modern market, to digital market PT. SNACK LEZAT is a global snack company and currently is focusing on e-commerce channels that still in an early stage of development and the sales are largely dependent on promotional periods. This research aims to identify the stages of the consumer decision journey to loyalty, so the right marketing strategy can be formulated and increase the repeat buyers to create a higher and sustained sales baseline. This research methodology was carried out using qualitative in-depth interviews and netnography. In-depth interviews were conducted with eight respondents, four of whom had purchased PT. SNACK LEZAT and four of whom had never purchased PT. SNACK LEZAT product. Netnography is carried out using the word cloud analysis based on product reviews in Shopee and Tokopedia platforms. The findings of this study reveal the expectations of each stage in consumer decisions journey to determine purchases on e-commerce platforms. Keywords: Consumer decision journey, consumer loyalty, e-commerce, in-depth interview, netnography 1. Introduction The digital consumption culture in Southeast Asia has been deeply ingrained and accelerated due to the pandemic. Usage and spending on digital services have increased, with e-commerce, food delivery, and digital financial services being key growth drivers. Investment activity has increased significantly, with the region predicted to reach $1T GMV by 2030 [T. (n.d.).]. Digital retail is disrupting the traditional pattern of market development in Southeast Asia by accelerating the pace of change and blurring the lines between retail generations. This shift is enabling consumers to have their first experiences with modern retail through digital models rather than chain stores. Online grocery sales in Southeast Asia are expanding rapidly, with Indonesia being the largest market and one of the fastest growing [Rosário, A., & Raimundo, R. (2021). The e-commerce landscape in Indonesia is comprised of five subchannels: pureplay, omnichannel, Q-commerce, D2C, and social commerce. Pureplay is the most important subchannel, and leading pureplay operators are investing heavily in anticipation of future growth [Edge. (2022).]. PT. SNACK LEZAT is attempting to keep the top spot in these pureplay accounts by concentrating on propelling demand with efficient execution. In order to reach this goal, PT. SNACK LEZAT needs to comprehend online customer behavior to open growth possibilities in the biggest Indonesia e-commerce marketplace, particularly in Tokopedia and Shopee. The interview with the sales modern trade director of PT. SNACK LEZAT reveals that the e- commerce channel is in an early stage of development and the sales are largely dependent on promotional periods. The company aims to increase repeat buyers to create a higher and sustained sales baseline in