Strategies for Increasing Traditional Retail Stall Loyalty To Suppliers in The Era of Digital Transformation

The concept of marketing aims to build, maintain, and enhance mutually beneficial relationships between suppliers partners. Therefore, this research recommends priority strategies for increasing traditional retail stall loyalty in the new digital transformation era. This was conducted Indonesia's fast-moving consumer goods (FMCG) industry with data collected through a Forum Group Discussion (FGD) in-depth interviews several experts. These include top management supply companies, principal FMCG, General Chairperson Indonesian Retail Entrepreneurs Association, Secretary-General Chair Chamber Commerce Industry, academics who are also practitioners industry. were analyzed using Analytical Hierarchy Process (AHP) approach. results showed that merchandising employees most dominant factors forming company's main goal increase is by raising sales growth continuous rise profits supplier companies. Furthermore, important alternative strategy product assortment stock availability as strategy. In conclusion, useful companies establish stalls Indonesia. Keywords: analytical hierarchy process, merchandising, strategy, service quality, website quality