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

Nicholas Renaldo; Achmad Tavip Junaedi; Suhardjo Suhardjo; Harry Patuan Panjaitan; Intan Purnama; Jahrizal Jahrizal; Indri Yovita; Kristy Veronica; Sulaiman Musa; Nabila Wahid

doi:10.61230/interconnection.v2i2.121

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.

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