Digital Transformation Strategy to Enhance Consumer Trust in Apple Cider Vinegar Products through Quality, Legality, and Digital Education

Authors

  • Nicholas Renaldo Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia
  • Achmad Tavip Junaedi Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia
  • Suhardjo Suhardjo Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia
  • Harry Patuan Panjaitan Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia
  • Intan Purnama Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia
  • Jahrizal Jahrizal Universitas Riau, Indonesia
  • Indri Yovita Universitas Riau, Indonesia
  • Kristy Veronica Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia
  • Sulaiman Musa Kano State Polytechnic, Nigeria
  • Nabila Wahid American International University – Bangladesh, Bangladesh

DOI:

https://doi.org/10.61230/interconnection.v2i2.121

Keywords:

Digital Transformation, Consumer Trust, Apple Cider Vinegar (ACV), Business Model Canvas, MSMEs, Health Product Legality, Digital Marketing, Product Safety

Abstract

The increasing popularity of Apple Cider Vinegar (ACV) as a health supplement has created opportunities for Micro, Small, and Medium Enterprises (MSMEs) in the health product market. However, issues such as exaggerated health claims, inconsistent product quality, lack of regulatory certifications, and insufficient consumer education have contributed to declining trust among digital consumers. This study explores how digital transformation can enhance consumer trust in ACV products through a qualitative approach involving in-depth interviews with ACV producers and digital content analysis. The findings reveal that many producers lack standardization in quality control, face challenges in obtaining legal certification (BPOM, halal), and underutilize digital platforms for health education. As a solution, the study proposes a strategic framework based on a digitally adapted Business Model Canvas, which integrates transparent product labeling, educational digital content, and trust signals such as verified reviews and interactive consumer engagement. This digital strategy not only strengthens brand credibility but also addresses health risks associated with improper ACV use, promoting safer and more informed consumption. The research contributes to the literature on digital business strategies for functional health products and provides a practical roadmap for MSMEs to build consumer trust through quality, legality, and education.

References

Al-Somaidaee, M. M., Joumaa, B. A., & Khalid, W. K. (2023). Toxic Workplace, Mental Health and Employee Well-being, the Moderator Role of Paternalistic Leadership, an Empirical Study. Journal of Applied Business and Technology, 4(2), 114–129. https://doi.org/https://doi.org/10.35145/jabt.v4i2.126

Ayaz, O., Tabaghdehi, S. A. H., Rosli, A., & Tambay, P. (2025). Ethical implications of employee and customer digital footprint: SMEs perspective. Journal of Business Research, 188. https://doi.org/10.1016/j.jbusres.2024.115088

Baker, M. T., Lu, P., Parrella, J. A., & Leggette, H. R. (2022). Consumer Acceptance toward Functional Foods: A Scoping Review. International Journal of Environmental Research and Public Health, 19(3). https://doi.org/10.3390/ijerph19031217

Carl, K. V., Mihale-Wilson, C., Zibuschka, J., & Hinz, O. (2023). A consumer perspective on Corporate Digital Responsibility: an empirical evaluation of consumer preferences. Journal of Business Economics. https://doi.org/10.1007/s11573-023-01142-y

Chandra, S., Tianto, A., Veronica, V., Ng, M., & David, D. (2023). The Influence of Products, Prices, Promotions, and Places on Purchase Decisions at PT. Arta Agrindo Subur Pratama Pekanbaru. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 257–270. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4084

Chang, J., Han, S. E., Paik, S. S., & Kim, Y. J. (2020). Corrosive esophageal injury due to a commercial vinegar beverage in an adolescent. Clinical Endoscopy, 53(3), 366–369. https://doi.org/10.5946/CE.2019.066

Chen, J., & Gustientiedina, G. (2024). Implementation of Fuzzy Expert System to Detect Parkinson’s Disease Based on Mobile. Journal of Applied Business and Technology, 5(2), 72–81. https://doi.org/10.35145/jabt.v5i2.145

Creswell, J. W., & Creswell, J. D. (2023). Research Design Qualitative, Quantitative, and Mixed Methods Approaches. SAGE.

De Cicco, R., Francioni, B., Curina, I., & Cioppi, M. (2025). AI, human or a blend? How the educational content creator influences consumer engagement and brand-related outcomes. Journal of Services Marketing, 39(10), 52–70. https://doi.org/10.1108/JSM-10-2024-0539

Desnelita, Y., Cesar, M., Gustientiedina, G., Hajjah, A., & Putri, R. N. (2025). Implementation of Certainty Factor Method in Mental Health Diagnosis Expert System in Adolescents Aged 18-24 Years. Journal of Applied Business and Technology (JABT), 6(1), 42–51. https://doi.org/10.35145/jabt.v6i1.195

Dinata, C. P., & Marlim, Y. N. (2020). Application of Dynamic Systems Development Method in WEB-Based Promotion Media. Journal of Applied Business and Technology, 1(3), 196–204. https://doi.org/10.35145/jabt.v1i3.45

Fitzpatrick, P. J. (2023). Improving health literacy using the power of digital communications to achieve better health outcomes for patients and practitioners. In Frontiers in Digital Health (Vol. 5). Frontiers Media SA. https://doi.org/10.3389/fdgth.2023.1264780

Hadi, S., Putri, N. Y., Andi, A., Renaldo, N., & Prayetno, M. P. (2024). The Impact of Audit Reputation on Stakeholder Trust: A Qualitative Analysis of Key Influencing Factors. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(2), 368–372. https://doi.org/https://doi.org/10.35145/icobima.v2i2.4390

Hulwati, Fadhlan, A., Noor Mat Zein, M., Mujiono, S., Dhiya Ulhaq, M., & Wulandari, C. (2025). Navigating Halal Certification Standards: A Comparative Analysis of The Food Industry in Indonesia and Malaysia. Journal of Fatwa Management and Research, 30(1). https://doi.org/10.33102/jfatwa.vol.30no1.619

Istiana, N., Putra, R., & Panjaitan, H. P. (2022). Competence, Work Motivation, and Work Environment on Job Satisfaction and Teacher Performance at Yayasan Pondok Pesantren Darul Hikmah Koto Baru Kabupaten Dharmasraya. Journal of Applied Business and Technology, 3(2), 193–208.

Junaedi, A. T., Panjaitan, H. P., Yovita, I., Jahrizal, J., Renaldo, N., & Veronica, K. (2024). Revolusi Digital Dalam Perspektif Bisnis Jilid II Keberlanjutan. PT. Literasi Nusantara Abadi Grup.

Jurnalita, A. C. (2024). The Impact of Digital Transformation on MSME Competitiveness and Economic Growth. Arthatama Journal of Business Management and Accounting, 8(2), 95–106.

Moreira, L. L., Pinto, S. S., Costa, L., & Araújo, N. (2025). Evaluating digital transformation in small and medium enterprises using the Alkire-Foster method. Heliyon, 11(2). https://doi.org/10.1016/j.heliyon.2025.e41838

Mukhsin, M., Junaedi, A. T., Suhardjo, S., Renaldo, N., & Prayetno, M. P. (2024). The Role and Effectiveness of Accounting Information Systems in Modern Organizations: A Comprehensive Analysis. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(2), 362–367. https://doi.org/https://doi.org/10.35145/icobima.v2i2.4389

Nasien, D., Adiya, M. H., Anggara, D. W., Baharum, Z., Yacob, A., & Rahmadhani, U. S. (2024). Increasing Trust in AI with Explainable Artificial Intelligence (XAI): A Literature Review. Journal of Applied Business and Technology, 5(3), 230–237. https://doi.org/https://doi.org/10.35145/jabt.v5i3.193

Nyoto, Renaldo, N., & Effendi, I. (2023). SWOT Analysis of Economic Impact Development of Potential Kuantan Singingi Pacu Jalur Tourism Development. The Seybold Report, 18(02), 1342–1349. https://doi.org/10.17605/OSF.IO/T58CF

Purwati, A. A., Hamzah, Z., Hamzah, M. L., & Deli, M. M. (2023). Digital and Entrepreneurial Literacy in Increasing Students’ Entrepreneurial Interest in the Technological Era. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 34–43. https://doi.org/https://doi.org/10.35145/icobima.v2i1.3498

Purwati, A. A., Suriyanti, L. H., Retnawati, S. F., Yusrizal, Y., & Desnelita, Y. (2024). Technology-based Waste Management in Batik Production. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 3(1), 1–7. https://doi.org/10.35145/icobima.v3i1.4525

Putra, R., Tanjung, A. R., David, D., Renaldo, N., & Cecilia, C. (2024). Chicken Egg Production in Aceh and Riau from 2009 to 2018 using Simple Linear Regression with SWOT Analysis Approach. Reflection: Education and Pedagogical Insights, 2024(1), 15–19. https://doi.org/10.61230/reflection.v2i1.110

Renaldo, N. (2023). Digital Water Accounting: A Comprehensive Research Report. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 300–305. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4377

Renaldo, N., Junaedi, A. T., Suhardjo, Suharti, Suyono, & Tendra, G. (2024). Guide of Digital Counseling for Zillenials and AlphaZ in High Schools. PT. Literasi Nusantara Abadi Grup.

Renaldo, N., Suhardjo, Suharti, Suyono, & Cecilia. (2022). Benefits and Challenges of Technology and Information Systems on Performance. Journal of Applied Business and Technology, 3(3), 302–305. https://doi.org/https://doi.org/10.35145/jabt.v3i3.114

Renaldo, N., Suhardjo, Yoseria Putri, I., Sevendy, T., & Juventia, J. (2021). Penilaian Harga Saham Berbasis Web pada Perusahaan Sektor Aneka Industri Tahun 2020. Kurs: Jurnal Akuntansi, Kewirausahaan Dan Bisnis, 6(1), 91–102. http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/KURS/index

Renaldo, N., Susanti, W., Chandra, T., Jahrizal, J., Junaedi, A. T., Azim, F., Tendra, G., Ramdani, R., Veronica, K., & Ramadhani, R. (2024). The Use of Environmental Sensors on Optimizing Natural Resource Management with Technology Integration in Environmental Accounting Information Systems. Interconnection: An Economic Perspective Horizon, 2024(2), 70–78. https://doi.org/10.61230/interconnection.v2i2.115

Sabita, R., & Mardalis, A. (2023). Do celebrity endorsement, halal label, and Word of Mouth affect Millennials to purchase skincare? Ahmad Mardalis Journal of Enterprise and Development (JED), 5(2), 2023.

Sekaran, U., & Bougie, R. (2016). Research Methods for Business. John Wiley & Sons Ltd. www.wileypluslearningspace.com

Sudarno, Putri, N. Y., Renaldo, N., Hutahuruk, M. Br., & Cecilia. (2022). Leveraging Information Technology for Enhanced Information Quality and Managerial Performance. Journal of Applied Business and Technology, 3(1), 102–114. https://doi.org/https://doi.org/10.35145/jabt.v3i1.97

Suhardjo, S., Sun, L. H., & Pacquiao, J. R. (2023). Digital Business Transformation: A Case Study of Singapore. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 282–287. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4374

Susanti, W., Nasution, T., Tendra, G., Simeru, A., & Yuliendi, R. R. (2024). Assessing Students’ Critical Thinking Skills in Terms of Cognitive Style: A Study of the Application of the Inquiry Collaborative Based V-Lab Model in Programming Courses. Journal of Applied Business and Technology, 5(2), 67–71. https://doi.org/10.35145/jabt.v5i2.165

Susanti, W., Widi, R., Nasution, T., Johan, J., & Verawardina, U. (2025). The Role of Artificial Intelegensia Technology in Improving the Quality of Education. Journal of Applied Business and Technology, 6(1), 11–15. https://doi.org/https://doi.org/10.35145/jabt.v5i3.178

Syahputra, H., Eddy, P., Santoso, P. H., Yani, F., & Putra, R. (2023). Exploring Employee Performance Through Qualitative Methods: Insights and Implications. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 312–316. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4379

Walettina, S., & Anton. (2022). Analysis the Effect of Tax Policy, Tax Amnesty Programme, Economic Growth, Inflation and Individual Taxpayer Compliance on Tax Receipt in Pekanbaru. International Conference on Business Management and Accounting (ICOBIMA), 1(1), 24–39.

Downloads

Additional Files

Published

2024-08-31

How to Cite

Renaldo, N., Junaedi, A. T., Suhardjo, S., Panjaitan, H. P., Purnama, I., Jahrizal, J., Yovita, I., Veronica, K., Musa, S., & Wahid, N. (2024). Digital Transformation Strategy to Enhance Consumer Trust in Apple Cider Vinegar Products through Quality, Legality, and Digital Education. Interconnection: An Economic Perspective Horizon, 2(2), 90–98. https://doi.org/10.61230/interconnection.v2i2.121

Most read articles by the same author(s)

1 2 > >>