Supporting Logistics Management to Anticipate Covid 19 Using the “Retail Direct Order” Concept

Main Article Content

Purwadi Purwadi
Syaharuddin Y.
Zainal Ilmi
Alexander Sampeliling


Retail direct order, Supply chain management, Covid-19, Digitization, Indonesia


The Covid-19 that has hit the world since the end of 2019 has had a considerable impact on the Indonesian economy, especially on business people. This paper considers how businesses in Indonesia could benefit from implementing a Retail Direct Order (RDO) process to respond to social changes, particularly restrictions on movement, brought about by the pandemic. The paper first reviews the literature on supply chain management and logistics and the effects on them due to greater digitization of businesses, operational automation and globalization. It then proposes how RDO can assist businesses in Indonesia – especially department stores, supermarkets, convenience stores, and non-store retailers – to adapt to the new business environment. One benefit of properly managed RDO is to reduce panic buying by supporting a more dependable supply of goods.


Download data is not yet available.
Abstract 213 | 519-PDF-v10n3pp128-148 Downloads 7


Aday, S., & Aday, M. S. (2020). Impact of COVID-19 on the food supply chain. Food Quality and Safety, 4(4), 167–180.
Agrawal, P., & Narain, R. (2018). Digital supply chain management: an overview. IOP Conference Series: Materials Science and Engineering, 455, 1–6.
Al Badi, K. S. (2018). The impact of marketing mix on the competitive advantage of the SME sector in the Al Buraimi Governorate in Oman. SAGE Open, 8(3), 21582440188.
Amalia, S., Darma, D. C., & Maria, S. (2020). Supply chain management and the Covid-19 outbreak: optimizing its role for Indonesia. Current Research Journal of Social Sciences and Humanities, 3(2), 196–202.
Apriliani, A., Budhiluhoer, M., Jamaludin, A., & Prihandani, K. (2020). Systematic literature review kepuasan pelanggan terhadap jasa transportasi online. Systematics, 2(1), 12–20.
Ardolino, M., Rapaccini, M., Saccani, N., Gaiardelli, P., Crespi, G., & Ruggeri, C. (2017). The role of digital technologies for the service transformation of industrial companies. International Journal of Production Research, 56(6), 1–17.
Barman, A., Das, R., & De, P. K. (2021). Impact of COVID-19 in food supply chain: disruptions and recovery strategy. Current Research in Behavioral Sciences, 2, 100017.
Bican, P. M., & Brem, A. (2020). Digital business model, digital transformation, digital entrepreneurship: is there a sustainable “digital”?. Sustainability, 12(13), 5239.
Bigne, E., Ruiz, C., & Sanz, S. (2005). The impact of internet user shopping patterns and demographics on consumer mobile buying behaviour. Journal of Electronic Commerce Research, 6(3), 193-209. Retrieved from
Bouwman, H., Nikou, S., Molina-Castillo, F. J., & de Reuver, M. (2018). The impact of digitalization on business models. Digital Policy, Regulation and Governance, 20(2), 105–124.
Bubnov, V., Kopilevich, V., & Istomina, A. (2021). The evolution of digital capital in organizations: a quantitative assessment. Journal of Telecommunications and the Digital Economy, 9(4), 1–22.
Christopher, M. (2011). Logistics and supply chain management, Fourth Edition. Prentice Hall, London.
Chu, A., Chan, T., & So, M. (2022). Learning from work-from-home issues during the COVID-19 pandemic: balance speaks louder than words. PloS one, 17(1), e0261969.
Darma, S., Pusriadi, T., Yijo, S., & Darma, D. C. (2020). Indonesia government’s strategy for food security: during the COVID-19 period. International Journal of Advanced Science and Technology, 29(04), 10338–10348. Retrieved from
Darma, S., Wijaya, A., & Darma, D. C. (2020). Different tests for the existence of agricultural cooperatives in Indonesia: before and after COVID-19. Asia Life Sciences, 10(3), 615–628. Retrieved from
Djalante, R., Lassa, J., Setiamarga, D., Sudjatma, A., Indrawan, M., Haryanto, B., Mahfud, C., Sinapoy, M. S., Djalante, S., Rafliana, I., Gunawan, L. A., Surtiari, G., & Warsilah, H. (2020). Review and analysis of current responses to COVID-19 in Indonesia: period of January to March 2020. Progress in Disaster Science, 6, 100091.
Dobrota, M., & Vujošević, M. (2014). Forecasting and inventory performance in direct-store delivery supply chain: case of retailer in Serbia. International Journal for Traffic and Transport Engineering, 5(1), 9–16.
Dumrongsiri, A., Fan, M., Jain, A., & Moinzadeh, K. (2014). A supply chain model with direct and retail channels. European Journal of Operational Research, 187(3), 691–718.
Engzell, P., Frey, A., & Verhagen, M. D. (2021). Learning loss due to school closures during the COVID-19 pandemic. Proceedings of the National Academy of Sciences of the United States of America, 118(17), e2022376118.
Farahani, P., Meier, C., & Wilke, J. (2015). Digital supply chain management 2020 vision. The Business Transformation Journal, 13(15), 1–14. Retrieved from
Farahani, P., Meier, C., & Wilke, J. (2017). Digital supply chain management agenda for the automotive supplier industry. In: Oswald, G., & Kleinemeier, M. (eds), Shaping the Digital Enterprise. Springer, Cham.
Fitriyah, R., & Luqyana, I. (2021). Covid-19: the global pandemic and its impact on the Indonesia economy. AGREGAT: Jurnal Ekonomi dan Bisnis, 5(2), 141–160.
Fu, P., Jing, B., Chen, T., Yang, J., & Cong, G. (2022). Identifying a new social intervention model of panic buying under sudden epidemic. Frontiers in Public Health, 10, 842904.
Grabowska, S., & Saniuk, S. (2022). Business models in the industry 4.0 environment—results of web of science bibliometric analysis. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 19.
Grehenson, G. (2020). Distribusi logistik kemanusiaan Covid-19 belum optimal. Liputan/Berita. Retrieved from
Gu, J., Han, B., & Wang, J. (2020). COVID-19: gastrointestinal manifestations and potential fecal-oral transmission. Gastroenterology, 158(6), 1518–1519.
Herold, D. M., Nowicka, K., Pluta-Zaremba, A., & Kummer, S. (2021). COVID-19 and the pursuit of supply chain resilience: reactions and “lessons learned” from logistics service providers (LSPs). Supply Chain Management, 26(6), 702–714.
Herwin, E., Jabar, C. S., Senen, A., & Wuryandani, W (2020). The evaluation of learning services during the COVID-19 pandemic. Universal Journal of Educational Research, 8(11B), 5926–5933.
Hoberg, P., Krcmar, H., Oswald, G., & Welz, B. (2015). Skills for digital transformation. Research Report. SAP SE and Technical University of Munich, Germany. Retrieved from
Ilmi, Z., Darma, D. C., & Azis, M. (2020). Independence in learning, education management, and industry 4.0: habitat Indonesia during COVID-19. Journal of Anthropology of Sport and Physical Education, 4(4), 63–66.
Indarti, N., Hapsari, N., Lukito-Budi, A. S., & Virgosita, R. (2021). Quo vadis, ethnic entrepreneurship? a bibliometric analysis of ethnic entrepreneurship in growing markets. Journal of Entrepreneurship in Emerging Economies, 13(3), 427–458.
Khalyubi, W., Amrurobbi, A. A., & Pahlevi, M. E. (2020). Manajemen krisis pendistribusian logistik dalam pilkada Kota Depok di tengah Covid-19. Electoral Governance Jurnal Tata Kelola Pemilu Indonesia, 2(1), 1–17.
Kho, J. (2021). Strategi bisnis distribusi di tengah pandemic Covid-19: retail direct order. Bisnis, Blog SimpliDOTS. Retrieved from
Kidder, D. S., & Wallace, C. (2019). New to big: how companies can create like entrepreneurs, invest like VCs, and install a permanent operating system for growth. Currency, New South Wales.
Kurniawan, M. W. (2020). Pengaruh harga dan distribusi terhadap keputusan pembelian masker kain disaat pandemi Covid-19 di Kecamatan Ilir Timur III Kota Palembang. Thesis. Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Palembang, Palembang. Retrieved from
Lestari, D., Darma, D. C., Amalia, S., & Setini, M. (2020). International trade in the Covid-19 outbreak: is the digital economy working?. International Journal of Business and Management, 8(2), 86–92.
Ltifi, M., & Gharbi, J. (2015). The effect of logistics performance in retail store on the happiness and satisfaction of consumers. Procedia Economics and Finance, 23, 1347–1353.
Maria, S., Pusriadi, T., Hakim, Y., & Darma, D. (2019). The effect of social media marketing, word of mouth, and effectiveness of advertising on brand awareness and intention to buy. Jurnal Manajemen Indonesia, 19(2), 107–122.
Masudin, I., & Safitri, N. T. (2020). Food cold chain in Indonesia during the Covid-19 pandemic: a current situation and mitigation. Jurnal Rekayasa Sistem Industri, 9(2), 99–106.
Mengist, W., Soromessa, T., & Legese, G. (2020). Method for conducting systematic literature review and meta-analysis for environmental science research. MethodsX, 7, 100777.
Movarrei, R., Rezaee Vessal, S., Rezaee Vessal, S., & Aspara, J. (2021). The effect of type of company doing home delivery during a pandemic on consumers' quality perceptions and behaviour. International Journal of Physical Distribution & Logistics Management, 52(11), 1–24.
Murfield, M., Boone, C. A., Rutner, P., & Thomas, R. (2017). Investigating logistics service quality in omni-channel retailing. International Journal of Physical Distribution & Logistics Management, 47(4), 263–296.
Nagao, T., Ijuin, H., Yamada, T., Nagasawa, K., & Zhou, L. (2021). COVID-19 disruption strategy for redesigning global supply chain network across TPP Countries. Logistics, 6(1), 2.
Nastiti, R., & Rusvitawati, D. (2021). Impacts of Covid-19 pandemic on employees’ anxiety and safety behavior at higher educational institutions in Banjarmasin. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 4(2), 295–304.
Okoli, C. (2015). A guide to conducting a standalone systematic literature review. Communications of the Association for Information Systems, 37, 879–910.
Okoli, C., & Schabram, K. (2010). A guide to conducting a systematic literature review of information systems research. SSRN Working Paper.
Ongkowijoyo, G., Sutrisno, T., Teofilus, T., & Hongdiyanto, C. (2020). Adaptive supply chain management under severe supply chain disruption: evidence from Indonesia. Journal of Distribution Science, 18(11), 91–103.
Paik, H., & Lee, J. H. (2021). Analytical framework, typology and retail experience design process for integrated relational brand experience. International Journal of Retail & Distribution Management, 49(4), 466–490.
Pantano, E., Pizzi, G., Scarpi, D., & Dennis, C. (2020). Competing during a pandemic? retailers' ups and downs during the COVID-19 outbreak. Journal of Business Research, 116, 209–213.
Pati, D., & Lorusso, L. N. (2018). How to write a systematic review of the literature. HERD: Health Environments Research & Design Journal, 11(1), 15–30.
Peričić, T. P., & Tanveer, S. (2019). Why systematic reviews matter. A brief history, overview and practical guide for authors. Retrieved from
Pariyanti, E., Sofiyanti, N., & Rosid, A. (2020). Layoffs and the mental health of remaining workers in pandemic COVID 19. International Sustainable Competitiveness Advantage, 10(1), 424–432. Retrieved from
Perkumiene, D., Osamede, A., Andriukaitienė, R., & Beriozovas, O. (2021). The impact of COVID-19 on the transportation and logistics industry. Problems and Perspectives in Management, 19(4), 458–469.
Prashant, R. N., Raju, V., & Anbuudayashankar, S. P. (2009). Overview of information technology tools for supply chain management. CSI Communications, Computer Society of India, 33(9), 20–27. Retrieved from
Princes E. (2020). Integrating ambidexterity into the modern manufacturing era of industry 4.0. International Journal of Supply Chain Management, 9(4), 58–64. Retrieved from
Pusriadi, T., Ilmi, Z., Kadarusman, K., Kurniawan, E., & Darma, D. C. (2021). Ethical work climate and moral awareness during Covid-19 ‒ a case study. Annals of Contemporary Developments in Management & HR, 3(1), 11–23.
Putri, M. D., Xu, C., & Akwetteh, L. N. (2020). A literature review of research between supply chain constraits issues and decree of the government of Indonesia during Covid-19. International Journal of Scientific and Research Publications, 10(10), 31–36.
Rachinger, M., Rauter, R., Müller, C., Vorraber, W., & Schirgi, E. (2019). Digitalization and its influence on business model innovation. Journal of Manufacturing Technology Management, 30(8), 1143–1160.
Raj, A., Mukherjee, A. A., de Sousa Jabbour, A., & Srivastava, S. K. (2022). Supply chain management during and post-COVID-19 pandemic: mitigation strategies and practical lessons learned. Journal of Business Research, 142, 1125–1139.
Ranta, V., Aarikka-Stenroos, L., & Väisänen, J-M. (2021). Digital technologies catalyzing business model innovation for circular economy—multiple case study. Resources, Conservation and Recycling, 164, 105155.
Rogers, D. L. (2016). The digital transformation playbook: rethink your business for the digital age. Columbia Business School Publishing, New York.
Rosmadi, M. L. (2021). Penerapan strategi bisnis di masa pandemi Covid-19. IKRA-ITH EKONOMIKA, 4(1), 122–127. Retrieved from
Rutkowsky, S., Petersen, I., & Klötzke, F. (2015). Digital supply chains: increasingly critical for competitive edge. European A.T. Kearney and WHU Logistics Study, Germany. Retrieved from
Saragih, N. I., Hartati, V., & Fauzi, M. (2020). Tren, tantangan, dan perspektif dalam sistem logistik pada masa dan pasca (new normal) pandemik Covid-19 di Indonesia. Jurnal Rekayasa Sistem Industri, 9(2), 77–86.
Sarkar, S. (2017). The supply chain revolution: innovative sourcing and logistics for a fiercely competitive world. Amacom, New York.
Schroeder, R. G. (2007). Operations management: contemporary concepts and cases, 3rd ed. McGraw Hill, Singapore.
Sekiguchi, T., Hayashi, N., Terada, Y., Ooue, M., & Sugino, H. (2022). Purchasing behavior and awareness during COVID-19-related panic buying - A case study conducted in three Japanese cities. International Review for Spatial Planning and Sustainable Development, 10(2), 1–18.
Singh, S., Kumar, R., Panchal, R., & Tiwari, M. K. (2020). Impact of COVID-19 on logistics systems and disruptions in food supply chain. International Journal of Production Research, 59(8), 1993–2008.
Snyder, H. (2019). Literature review as a research methodology: an overview and guidelines. Journal of Business Research, 104, 333-339.
Sofaer, N., & Strech, D. (2012). The need for systematic reviews of reasons. Bioethics, 26(6), 315–328.
Sudan, T., & Taggar, R. (2021). Recovering supply chain disruptions in post-COVID-19 pandemic through transport intelligence and logistics systems: India’s experiences and policy options. Frontiers in Future Transportation, 2, 660116.
Trischler, M. F., & Li-Ying, J. (2022). Digital business model innovation: toward construct clarity and future research directions. Review of Managerial Science.
Tyagi, P., & Agarwal, G. (2014). Supply chain integration and logistics management among BRICS: a Literature Review. American Journal of Engineering Research, 3(5), 284–290.
Venkatraman, V. (2017). The digital matrix: new rules for business transformation through technology. LifeTree Media, Vancouver.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901.
Wade, M., & Marchant, D. (2014). Are you prepared for your digital transformation: understanding the power of technology AMPS in organizational change. Tomorrow’s challenges. IMD Lausanne, Switzerland.
Widiyanto, P., & Nashrullah, N. (2020). The role of transportation and logistics infrastructure in increasing MSMEs in Indonesia (study in the new normal era). International Sustainable Competitiveness Advantage, 1(1), 486–494. Retrieved from
Wismadi, A., Mulyono, A. T., Sa'duddin, S., & Widodo, K. H. (2020). Strategi pemulihan industri jasa logistik pasca pandemi Covid-19. Jurnal Transportasi Multimoda, 18(2), 71–82.
World Health Organization. (2020). WHO coronavirus disease (Covid-19). Dashboard. Retrieved from
Xiao, Y., & Watson, M. (2019). Guidance on conducting a systematic literature review. Journal of Planning Education and Research, 39(1), 93–112.
Yijo, S., Asnawati, A., Darma, S., Achmad, G. N., Arizandi, M. A. P., Hidayati, T., & Darma, D C. (2021). Social experiments on problems from tomato farmers during Covid-19 - Indonesia case. SAR Journal - Science and Research, 4(1), 7–13.
Yu, Y., Wang, X., Zhong, R. Y., & Huang, G. Q. (2016). E-commerce logistics in supply chain management: practice perspective. Procedia CIRP, 52, 179-185.