The purpose of this paper is to contribute to studies of the shop atmosphere combined with the use of
Digitalization to influence children's decisions in buying food. In particular, a theoretical framework is proposed for
structuring future studies of children's decision-making that include outlet attributes and Digitalization at specific stages of
the process.
The conceptual framework is developed on the basis of earlier theoretical work focused
on children's decision-making as well as a study of shop attributes and Digitalization. The framework was refined after
testing in a survey with 100 parents whose children were in primary school in grades 1-6 using questionnaires and
observation in 2 (two) Mixue outlets in Padang, West Sumatera, Indonesia. It is a quantitative approach- research. The
data will be processed using SEM-PLS.
– Children's decision-making is impacted by what they see on the internet, and they decide what they want to
wear, eat, drink, or even go to school based on the references they get from it. Children also got impacted by what they saw
right when they were in the shop. The logo, the color, and the arrangement of the shop were some of the factors that
influenced them. Both of digitalization and shop attributes contributed in children buying’s decision.
Future research should further extend the knowledge about the specific areas in which
kind of Digitalization influences the most, further explain each attribute found, and explain those factors that explain
children's behavior as consumers.
Marketers can benefit from the findings when arranging their shop attributes and also using
Digitalization as an effective tool to promote to children consumers. The findings suggest that shop attributes and
Digitalization have the most influence on their buying decisions
This quantitative-method approach provides interesting new results. The main findings about the
importance of shop attributes and Digitalization are that children actively decide on their own buying.