BUSINESS FEASIBILITY STUDY ON THE ESTABLISHMENT OF ONLINE RETAIL BUSINESS WITH SUBSCRIPTION SYSTEM IN INDONESIA
Abstract
This feasibility study aims to analyze the potential for establishing an online retail business with a subscription system in Indonesia. With a large population and increasing internet penetration rate, Indonesia offers significant opportunities for subscription-based business models. This study identifies supporting factors such as the growth of the middle class, changes in consumer preferences for digital services, and increasingly advanced technological infrastructure. Millennials and Gen Z, as key market segments, show a high preference for the convenience and personalization offered by the subscription system. The results of the study show that the subscription model provides various competitive advantages, including stable income, in-depth customer data collection, and opportunities to increase customer loyalty. However, the success of implementing this model is highly dependent on the company's ability to face challenges such as intense competition, the need for continuous innovation, and high customer expectations for service quality. An effective strategy in understanding local market needs, offering unique added value, and maximizing digital infrastructure is the main key to success.
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