Exploring Online Shopping Behavior Among Indonesian Students: Digital Marketing Communication Perspective
Melly Maulin Purwaningwulan

Unikom

Abstract

The increased of internet usage in Indonesia has encouraged the phenomenon of online shopping into needs or hobby for the social network users, especially students. This research aimed to analyze and discover the uniqueness of online shopping behavior among Indonesian students consist of the stage of problem identification, information search, alternative evaluation, purchase decision, and post-purchase behavior. This research used qualitative approach with descriptive method. Informants consist of online shop owner and students who come from various departments and universities in Indonesia. Result obtained that Indonesian students began to shop online in 2010-2011. They used online shopping applications such as Lazada, Tokopedia, and also in the online shop which has Instagram account. They shop online because it was easier, cheaper, the goods were more varied and sometimes, the goods that sold were hard to find in the conventional market. They rarely become regular customers and some of them were getting into the addictive stage of online shopping. Purchase decision of online shopping among Indonesian students obtained results that the attitude of others such as family, relatives or friends sometimes supports and criticizes because online shopping was considered wasteful, consumptive, and the high risk of fraud. Search and share has become the power in the purchasing decision process. Research results can be considered as business development with students as the target, a very promising market potential.

Keywords: Shopping Behavior, Online Shopping, Purchase Decision, Digital Marketing Communication

Topic: Communication Science

Link: https://ifory.id/abstract-plain/TwvGUFqcxH8r

Web Format | Corresponding Author (Melly Maulin Purwaningwulan)