PERILAKU BELANJA ONLINE DI INDONESIA: STUDI KASUS
DOI:
https://doi.org/10.21009/JRMSI.009.2.02Keywords:
Perilaku Belanja, Belanja Online, Pembeli Daring, Toko OnlineAbstract
Tujuan dari penelitian ini adalah untuk menguji perilaku belanja online di Indonesia. Perilaku konsumen dalam memutuskan untuk membeli suatu produk menjadi studi khusus setiap perusahaan sebelum merilis produknya ke pasar. Perkembangan zaman digital semakin tak terelakkan bahwa setiap perusahaan harus menyesuaikan strategi pemasarannya dengan memasukkan sistem online untuk menjual produknya. Belanja online menjadi kebiasaan bagi sebagian orang karena kemudahan yang diberikan, banyak orang beranggapan bahwa belanja online adalah salah satu sarana untuk mencari barang-barang yang dibutuhkan. Metode penelitian yang digunakan adalah membandingkan hasil penelitian dan jurnal yang meneliti tentang belanja online di Indonesia. Kemudian ditinjau dan ditinjau teori perilaku konsumen yang telah ada sehingga dapat disimpulkan pertimbangan konsumen berbelanja online di sebuah toko online. Temuan dari penelitian sebelumnya menunjukkan banyak faktor yang mempengaruhinya. Hasil penelitian dari beberapa penelitian sebelumnya, dapat menjadi referensi dan pertimbangan bagi online shop di Indonesia dalam mengaitkan dan menjaga pelanggan untuk tetap berbelanja di tokonya sehingga tokonya tertarik dan disukai pembeli.
References
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Adnan, H. (2014). An Analysis of the Factors Affecting Online Purchasing Behavior of Pakistani Consumers. International Journal of Marketing Studies, 6(5), 133–148. https://doi.org/10.5539/ijms.v6n5p133
Aldrich, M. (2011). Online Shopping in the 1980s. International Business & Economics Research Journal, 33(4), 57–61.
Amanah, D., Hurriyati, R., Gaffar, V., Wibowo, L. A., & Harahap, D. A. (2017). Perilaku store switching dalam berbelanja online. In PROSIDING SEMINAR NASIONAL & KONFERENSI Forum Manajemen Indonesia (FMI 9) 2017, Semarang (pp. 1–8). Semarang: Forum Manajemen Indonesia.
Bajaj, K. K., & Nag, D. (2000). E-commerce: The Cutting Edge of Business. Tata McGraw-Hill Publisher.
Bauer, R., Derwall, J., & Hann, D. (2009). Employee relations and credit risk. In ECCE, Maastricht University (pp. 1–43). Maastricht. https://doi.org/10.2139/ssrn.1483112
Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313–327. https://doi.org/10.1177/1094670504273964
Bhatnagar, A., & Ghose, S. (2004). Segmenting consumers based on the benefits and risks of Internet shopping. Journal of Business Research, 57(12 SPEC.ISS.), 1352–1360. https://doi.org/10.1016/S0148-2963(03)00067-5
Brand, B. (2014). The physical online store. University of Groningen.
Chen, S. C., & Dhillon, G. S. (2003). Interpreting Dimensions of Consumer Trust in E-commerce. Information Technology and Management, 4, 303–318. https://doi.org/10.1023/a:1022962631249
Chintagunta, P. K., Chu, J., & Cebollada, J. (2012). Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice. Marketing Science, 31(1), 96–114. https://doi.org/10.1287/mksc.1110.0678
Chu, J., Chintagunta, P., & Cebollada, J. (2008). Research Note—A Comparison of Within-Household Price Sensitivity Across Online and Offline Channels. Marketing Science, 27(2), 283–299. https://doi.org/10.1287/mksc.1070.0288
Eastlick, M. A., & Feinberg, R. A. (1999). Shopping Motives for Mail Catalog Shopping. Journal of Business Research, 45(3), 281–290. https://doi.org/10.1016/S0148-2963(97)00240-3
Farag, S., & Lyons, G. D. (2007). Conceptualising barriers to travel information use. In 39th Annual Universities Transport Study Group Conference, Harrogate, UK (pp. 1–13). Harrogate UK. Retrieved from http://eprints.uwe.ac.uk/9798/
Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of A Scale to Measure The Perceived Benefits and Risks of Online Shopping. Journal of Interactive Marketing, 20(2), 55–75. https://doi.org/10.1002/dir
Fox, E. J., & Hoch, S. J. (2005). Cherry-Picking. Journal of Marketing, 69 (January), 46–62.
Grant, A. E., & Meadows, J. H. (2008). Communication Technology Update and Fundamentals (11th Editi). Taylor & Francis.
Grewal, D., Iyer, G. R., & Levy, M. (2004). Internet retailing: Enablers, limiters and market consequences. Journal of Business Research, 57(7), 703–713. https://doi.org/10.1016/S0148-2963(02)00348-X
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62 (1), 5–13. https://doi.org/10.1016/j.jbusres.2008.01.018
Hermawan, H. (2017). Sikap Konsumen Terhadap Belanja Online. Wacana, 16 (1), 136–147.
Joo Park, E., Young Kim, E., & Cardona Forney, J. (2006). A structural model of fashionâ€oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal, 10 (4), 433–446. https://doi.org/10.1108/13612020610701965
Kahn, B. E., & Schmittlein, D. C. (1989). Shopping Trip Behaviour: An Empirical Investigation. Marketing Letters, 1 (1), 55–69. https://doi.org/10.1007/BF00436149
Kalakota, R., & Whinston, A. B. (1997). Electronic Commerce: A Manager’s Guide, 431.
Karayanni, D. A. (2003). Webâ€shoppers and nonâ€shoppers: compatibility, relative advantage and demographics. European Business Review, 15 (3), 141–152. https://doi.org/10.1108/09555340310474640
Katawetawaraks, C., & Wang, C. L. (2011). Online Shopper Behavior: Influences of Online Shopping Decision. Asian Journal of Business Research, 1 (2), 66–74. https://doi.org/10.14707/ajbr.110012
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44 (2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001
Korgaonkar, P. K. (1984). Consumer Shopping Orientations, Non-Store Retailers, and Consumers’ Patronage Intentions: A Multivariate Investigation. Journal of the Academy of Marketing Science, 12 (1–2), 11–22. https://doi.org/10.1007/BF02729483
Korgaonkar, P., & Wolin, L. D. (2002). Web usage, advertising, and shopping: relationship patterns. Internet Research, 12 (2), 191–204. https://doi.org/10.1108/10662240210422549
Kotler, P., & Armstrong, G. (2003). Marketing (6th Editio). New Jersey: Pearson Prentice Hall.
Laudon, K. C., & Laudon, J. P. (1998). Management Information Systems: New Approaches to Organization and Technology (5th Editio). New Jersey: Pearson.
Liang, T. P., & Lai, H. J. (2002). Effect of store design on consumer purchases: An empirical study of on-line bookstores. Information and Management, 39(6), 431–444. https://doi.org/10.1016/S0378-7206(01)00129-X
Lynch, J. G., & Ariely, D. (2000). Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution. Marketing Science, 19 (1), 83–103. https://doi.org/10.1287/mksc.19.1.83.15183
Maulana, R. (2018). Tren Perilaku Konsumen Belanja Online Indonesia Tahun 2018 Menurut iPrice. Retrieved from https://id.techinasia.com/tren-perilaku-konsumen-online-indonesia-menurut-iprice
McLeod, R., & Schell, G. P. (2007). Management Information Systems. University of Virginia: Pearson/Prentice Hall.
Miranda, S. (2017). Pengaruh Instagram Sebagai Media Online Shopping Fashion Terhadap Perilaku Konsumstif Mahasiswi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau. Jom Fisip, 4 (2), 1–15.
Mitrevski, P., & Hristoski, I. (2011). e-Consumer Online Behavior: A Basis for Obtaining e-Commerce Performance Metrics. Communications in Computer and Information Science, 83 CCIS, 142–151. https://doi.org/10.1007/978-3-642-19325-5_15
Oglethorpe, J. E., & Monroe, K. B. (1994). Determinants of Perceived Health and Safety Risks of Selected Hazardous Products and Activities. The Journal of Consumer Affairs, 28 (2), 326–346.
Palmer, K. (2007). News & World Report. Retrieved from https://www.usnews.com/topics/author/kimberly-palmer
Prihatna, H. (2017). Profil Konsumen Belanja Online di Indonesia. Jakarta. Retrieved from https://tirto.id/profil-konsumen-belanja-online-di-indonesia-cuEG
Pudjiati, O., Wijaya, A. L., & Lestari, H. P. (2013). Model Perilaku Belanja Online Mahasiswa Melalui Jejaring Sosial Facebook. In The 2nd Forum Ilmiah Pendidikan Akuntnasi 6 Oktober 2013, ISSN: 2337-9723 (pp. 1–22). Madiun: IKIP PGRI MADIUN.
Rahaju, M. E. E., Indayati, & Indartini, M. (2017). Analisis Terhadap Perilaku Konsumen Dalam Berbelanja Secara Online di Kotamadya Madiun. Ekomaks, 3 (2), 37–51.
Rogers, E. M. (1995). Diffusion of Innovations. Elements of Diffusion (Fourth Edi). New York: The Free Press. https://doi.org/citeulike-article-id:126680
Saputri, M. E. (2016). Pengaruh Perilaku Konsumen Terhadap Pembelian Online Produk Fashion Pada Zalora Indonesia. Sosioteknologi, 15 (2), 291–297.
Sari, C. A. (2015). Perilaku Berbelanja Online Di Kalangan Mahasiswi Antropologi Universitas Airlangga. AntroUnairdotNet, 4 (2), 205–216.
Schaupp, L. C., & Belanger, F. (2005). A Conjoint Analysis of Online Consumer Satisfaction. Journal of Electronic Commerce Research, 6 (2), 95–111.
Shahzad, H. (2015). Online Shopping Behavior. International Business & Economics Research Journal. Uppsala Universitet Campus Gotland. https://doi.org/10.1017/CBO9781107415324.004
Soopramanien, D. G. R., & Robertson, A. (2007). Adoption and usage of online shopping: An empirical analysis of the characteristics of “buyers†“browsers†and “non-internet shoppers.†Journal of Retailing and Consumer Services, 14 (1), 73–82. https://doi.org/10.1016/j.jretconser.2006.04.002
Suhari, Y. (2008). Keputusan Membeli Secara Online dan Faktor-Faktor yang Mempengaruhinya. Jurnal Teknologi Informasi DINAMIK, XIII (2), 140–146. Retrieved from http://download.portalgaruda.org/article.php?article=7425&val=544&title=Keputusan Membeli Secara Online dan Faktor-Faktor yang Mempengaruhinya
Sumarwan, U. (2014). Model Keputusan Konsumen. In Perilaku konsumen (1st ed., pp. 1–41). Universitas Terbuka.
Syah, N. H. (2017). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Melalui Online Shop Di Kota Medan. Thesis-Universitas Islam Negeri Sumatra Utara. Universitas Islam Negeri Sumatra Utara.
Tyra, M. J., & Clara, C. (2014). Analisis faktor-faktor yang mempengaruhi perilaku pelanggan belanja online. Jurnal Manajemen, XVIII (3), 438–455.
Ustadiyanto, R. (2002). E-business plan : perencanaan, pembangunan dan strategi bisnis di internet. Yogyakarta: Andi.
Veronika, S. (2013). Motivation of Online Buyer Behavior. Journal of Competitiveness, 5(3), 14–30. https://doi.org/10.7441/joc.2013.03.02
Zaenudin, A. (2017). Profil Konsumen Belanja Online di Indonesia. Retrieved from https://tirto.id/profil-konsumen-belanja-online-di-indonesia-cuEG
Adnan, H. (2014). An Analysis of the Factors Affecting Online Purchasing Behavior of Pakistani Consumers. International Journal of Marketing Studies, 6(5), 133–148. https://doi.org/10.5539/ijms.v6n5p133
Aldrich, M. (2011). Online Shopping in the 1980s. International Business & Economics Research Journal, 33(4), 57–61.
Amanah, D., Hurriyati, R., Gaffar, V., Wibowo, L. A., & Harahap, D. A. (2017). Perilaku store switching dalam berbelanja online. In PROSIDING SEMINAR NASIONAL & KONFERENSI Forum Manajemen Indonesia (FMI 9) 2017, Semarang (pp. 1–8). Semarang: Forum Manajemen Indonesia.
Bajaj, K. K., & Nag, D. (2000). E-commerce: The Cutting Edge of Business. Tata McGraw-Hill Publisher.
Bauer, R., Derwall, J., & Hann, D. (2009). Employee relations and credit risk. In ECCE, Maastricht University (pp. 1–43). Maastricht. https://doi.org/10.2139/ssrn.1483112
Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313–327. https://doi.org/10.1177/1094670504273964
Bhatnagar, A., & Ghose, S. (2004). Segmenting consumers based on the benefits and risks of Internet shopping. Journal of Business Research, 57(12 SPEC.ISS.), 1352–1360. https://doi.org/10.1016/S0148-2963(03)00067-5
Brand, B. (2014). The physical online store. University of Groningen.
Chen, S. C., & Dhillon, G. S. (2003). Interpreting Dimensions of Consumer Trust in E-commerce. Information Technology and Management, 4, 303–318. https://doi.org/10.1023/a:1022962631249
Chintagunta, P. K., Chu, J., & Cebollada, J. (2012). Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice. Marketing Science, 31(1), 96–114. https://doi.org/10.1287/mksc.1110.0678
Chu, J., Chintagunta, P., & Cebollada, J. (2008). Research Note—A Comparison of Within-Household Price Sensitivity Across Online and Offline Channels. Marketing Science, 27(2), 283–299. https://doi.org/10.1287/mksc.1070.0288
Eastlick, M. A., & Feinberg, R. A. (1999). Shopping Motives for Mail Catalog Shopping. Journal of Business Research, 45(3), 281–290. https://doi.org/10.1016/S0148-2963(97)00240-3
Farag, S., & Lyons, G. D. (2007). Conceptualising barriers to travel information use. In 39th Annual Universities Transport Study Group Conference, Harrogate, UK (pp. 1–13). Harrogate UK. Retrieved from http://eprints.uwe.ac.uk/9798/
Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of A Scale to Measure The Perceived Benefits and Risks of Online Shopping. Journal of Interactive Marketing, 20(2), 55–75. https://doi.org/10.1002/dir
Fox, E. J., & Hoch, S. J. (2005). Cherry-Picking. Journal of Marketing, 69 (January), 46–62.
Grant, A. E., & Meadows, J. H. (2008). Communication Technology Update and Fundamentals (11th Editi). Taylor & Francis.
Grewal, D., Iyer, G. R., & Levy, M. (2004). Internet retailing: Enablers, limiters and market consequences. Journal of Business Research, 57(7), 703–713. https://doi.org/10.1016/S0148-2963(02)00348-X
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62 (1), 5–13. https://doi.org/10.1016/j.jbusres.2008.01.018
Hermawan, H. (2017). Sikap Konsumen Terhadap Belanja Online. Wacana, 16 (1), 136–147.
Joo Park, E., Young Kim, E., & Cardona Forney, J. (2006). A structural model of fashionâ€oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal, 10 (4), 433–446. https://doi.org/10.1108/13612020610701965
Kahn, B. E., & Schmittlein, D. C. (1989). Shopping Trip Behaviour: An Empirical Investigation. Marketing Letters, 1 (1), 55–69. https://doi.org/10.1007/BF00436149
Kalakota, R., & Whinston, A. B. (1997). Electronic Commerce: A Manager’s Guide, 431.
Karayanni, D. A. (2003). Webâ€shoppers and nonâ€shoppers: compatibility, relative advantage and demographics. European Business Review, 15 (3), 141–152. https://doi.org/10.1108/09555340310474640
Katawetawaraks, C., & Wang, C. L. (2011). Online Shopper Behavior: Influences of Online Shopping Decision. Asian Journal of Business Research, 1 (2), 66–74. https://doi.org/10.14707/ajbr.110012
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44 (2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001
Korgaonkar, P. K. (1984). Consumer Shopping Orientations, Non-Store Retailers, and Consumers’ Patronage Intentions: A Multivariate Investigation. Journal of the Academy of Marketing Science, 12 (1–2), 11–22. https://doi.org/10.1007/BF02729483
Korgaonkar, P., & Wolin, L. D. (2002). Web usage, advertising, and shopping: relationship patterns. Internet Research, 12 (2), 191–204. https://doi.org/10.1108/10662240210422549
Kotler, P., & Armstrong, G. (2003). Marketing (6th Editio). New Jersey: Pearson Prentice Hall.
Laudon, K. C., & Laudon, J. P. (1998). Management Information Systems: New Approaches to Organization and Technology (5th Editio). New Jersey: Pearson.
Liang, T. P., & Lai, H. J. (2002). Effect of store design on consumer purchases: An empirical study of on-line bookstores. Information and Management, 39(6), 431–444. https://doi.org/10.1016/S0378-7206(01)00129-X
Lynch, J. G., & Ariely, D. (2000). Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution. Marketing Science, 19 (1), 83–103. https://doi.org/10.1287/mksc.19.1.83.15183
Maulana, R. (2018). Tren Perilaku Konsumen Belanja Online Indonesia Tahun 2018 Menurut iPrice. Retrieved from https://id.techinasia.com/tren-perilaku-konsumen-online-indonesia-menurut-iprice
McLeod, R., & Schell, G. P. (2007). Management Information Systems. University of Virginia: Pearson/Prentice Hall.
Miranda, S. (2017). Pengaruh Instagram Sebagai Media Online Shopping Fashion Terhadap Perilaku Konsumstif Mahasiswi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau. Jom Fisip, 4 (2), 1–15.
Mitrevski, P., & Hristoski, I. (2011). e-Consumer Online Behavior: A Basis for Obtaining e-Commerce Performance Metrics. Communications in Computer and Information Science, 83 CCIS, 142–151. https://doi.org/10.1007/978-3-642-19325-5_15
Oglethorpe, J. E., & Monroe, K. B. (1994). Determinants of Perceived Health and Safety Risks of Selected Hazardous Products and Activities. The Journal of Consumer Affairs, 28 (2), 326–346.
Palmer, K. (2007). News & World Report. Retrieved from https://www.usnews.com/topics/author/kimberly-palmer
Prihatna, H. (2017). Profil Konsumen Belanja Online di Indonesia. Jakarta. Retrieved from https://tirto.id/profil-konsumen-belanja-online-di-indonesia-cuEG
Pudjiati, O., Wijaya, A. L., & Lestari, H. P. (2013). Model Perilaku Belanja Online Mahasiswa Melalui Jejaring Sosial Facebook. In The 2nd Forum Ilmiah Pendidikan Akuntnasi 6 Oktober 2013, ISSN: 2337-9723 (pp. 1–22). Madiun: IKIP PGRI MADIUN.
Rahaju, M. E. E., Indayati, & Indartini, M. (2017). Analisis Terhadap Perilaku Konsumen Dalam Berbelanja Secara Online di Kotamadya Madiun. Ekomaks, 3 (2), 37–51.
Rogers, E. M. (1995). Diffusion of Innovations. Elements of Diffusion (Fourth Edi). New York: The Free Press. https://doi.org/citeulike-article-id:126680
Saputri, M. E. (2016). Pengaruh Perilaku Konsumen Terhadap Pembelian Online Produk Fashion Pada Zalora Indonesia. Sosioteknologi, 15 (2), 291–297.
Sari, C. A. (2015). Perilaku Berbelanja Online Di Kalangan Mahasiswi Antropologi Universitas Airlangga. AntroUnairdotNet, 4 (2), 205–216.
Schaupp, L. C., & Belanger, F. (2005). A Conjoint Analysis of Online Consumer Satisfaction. Journal of Electronic Commerce Research, 6 (2), 95–111.
Shahzad, H. (2015). Online Shopping Behavior. International Business & Economics Research Journal. Uppsala Universitet Campus Gotland. https://doi.org/10.1017/CBO9781107415324.004
Soopramanien, D. G. R., & Robertson, A. (2007). Adoption and usage of online shopping: An empirical analysis of the characteristics of “buyers†“browsers†and “non-internet shoppers.†Journal of Retailing and Consumer Services, 14 (1), 73–82. https://doi.org/10.1016/j.jretconser.2006.04.002
Suhari, Y. (2008). Keputusan Membeli Secara Online dan Faktor-Faktor yang Mempengaruhinya. Jurnal Teknologi Informasi DINAMIK, XIII (2), 140–146. Retrieved from http://download.portalgaruda.org/article.php?article=7425&val=544&title=Keputusan Membeli Secara Online dan Faktor-Faktor yang Mempengaruhinya
Sumarwan, U. (2014). Model Keputusan Konsumen. In Perilaku konsumen (1st ed., pp. 1–41). Universitas Terbuka.
Syah, N. H. (2017). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Melalui Online Shop Di Kota Medan. Thesis-Universitas Islam Negeri Sumatra Utara. Universitas Islam Negeri Sumatra Utara.
Tyra, M. J., & Clara, C. (2014). Analisis faktor-faktor yang mempengaruhi perilaku pelanggan belanja online. Jurnal Manajemen, XVIII (3), 438–455.
Ustadiyanto, R. (2002). E-business plan : perencanaan, pembangunan dan strategi bisnis di internet. Yogyakarta: Andi.
Veronika, S. (2013). Motivation of Online Buyer Behavior. Journal of Competitiveness, 5(3), 14–30. https://doi.org/10.7441/joc.2013.03.02
Zaenudin, A. (2017). Profil Konsumen Belanja Online di Indonesia. Retrieved from https://tirto.id/profil-konsumen-belanja-online-di-indonesia-cuEG
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Published
2018-09-26
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Harahap, D. A. (2018). PERILAKU BELANJA ONLINE DI INDONESIA: STUDI KASUS. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 9(2), 193–213. https://doi.org/10.21009/JRMSI.009.2.02
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