Abstract

The development of digital application technology has inspired an Indonesian food and agricultural e-grocery brand, Sayurbox, to develop mobile digital-based marketing and branding with the concept of Farm-to-Table services, which means consumers get fresh vegetables directly from local farms. Market penetration and technology make it easy to change consumer habits. This study uses the Appsnography method to observe the consumption practices and digital experiences of Sayurbox consumers. Appsnography is an ethnographic study of mobile and web-based application users by observing five aspects: techno-physical, techno-sociocultural, techno-discursive, techno-communicative, and techno-mediality. The findings indicate that consumers prefer shopping for fresh food and agricultural produce through digital apps for convenience and richness of features and facilities. These include accessibility, searchability, usability, readability, documentability, convertibility, adaptability, shareability, and presentability of the application. Consumers also like agricultural language due to its authenticity and recognizability. Visual and nonverbal representations (kinetics and ambiance) are essential for consumers to decode agricultural brand messages well. Consumers also share their comfortable and profitable experiences through social media. Intermediately, automated payment platforms and other e-commerce links distract consumers but make the financial and shopping experience more colorful. Given agricultural produce’s fragile and risky nature, consumers appreciate safe, well-designed packaging that ensures freshness. The novelty of this research is essential for the agricultural industry/business, researchers, and academia amidst the rapid advances in digital communication technology.