The Role of Web-based e-Commerce in Increasing the Specialty Coffee Sales during the Pandemic in the United Arab Emirates
(1) International Open University, The Gambia
(*) Corresponding Author
Abstract
The competitive market competition in the coffee industry is quite active in the United Arab Emirates, both from local coffee roasteries and from coffee shops. Coffee is a trend that is most in demand by various groups, both local and ex-pats, making the United Arab Emirates one of the world's coffee mecca, from high-grade level sensory in Arabica to the commercial level. However, when COVID-19 hit the world economy, it also hurt the coffee market in the United Arab Emirates. Each of them strived for resilience and bounced back to stabilise the local economy, including the coffee industry.
E-Commerce is one of the solutions offered to strengthen the point of sales in business. Coffee is also one of the local community's favourites. The existence of web-based e-commerce is profitable in providing caffeine needs during the pandemic. The author used mixed methods to analyse and draw conclusions to find out further about the role of web-based e-commerce in the United Arab Emirates. The finding shows that web-based e-commerce has a significant role in helping point of sales resilience in specialty coffee products in the United Arab Emirates, indicated by a significant correlation, with pointed criticism of the price of labour r = 0.77 is above the 95% and 99% confidence levels = 0.316 and 0.109.
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