| dc.description.abstract |
In the current digital era, changes in the book industry are very noticeable. Consumers are now
more likely to look for references and buy books online. Easy access to the internet and the
existence of e-commerce platforms have changed the way people search for and buy books.
Apart from that, social media has also become an important channel for sharing book reviews
and recommending reading to others. One of the shops affected by this digital era is the
Gramedia bookstore, as one of the leading bookstores in Indonesia, experiencing several
problems that need to be overcome in carrying out its operations. One of the main problems is
competition with e-commerce platforms and online bookstores that offer books at lower prices, big discounts and fast delivery. This makes Gramedia have to look for strategies to
remain competitive and attract customers to prefer shopping at physical stores or Gramedia
online stores. Apart from that, Gramedia is also faced with changes in consumer patterns. More
and more consumers are turning to reading books in digital or e-book form, which has an
impact on physical book sales. Gramedia stores need to adapt their offerings to increasingly
changing consumer preferences, as well as find ways to promote the benefits of reading and
maintain interest in reading books amidst the abundance of digital entertainment and other
activities. The VIKOR method is a useful tool in making complex decisions, such as determining
books based on consumer reference trends in Gramedia Stores.
Keywords: Vikor, Books, Gramedia Store | en_US |
