Analisis Faktor-Faktor Perilaku Konsumen: Studi Perbandingan Pengambilan Keputusan Pembelian Produk antara E-Commerce dan Pasar Konvensional di wilayah Jabodetabek

Abstract

This study aims to identify factors that influence product purchasing decisions in Indonesia, with a focus on the comparison between E-Commerce and conventional markets. The growth of E-Commerce has changed the retail trade landscape, so it is necessary to understand how consumer behavior adapts to this change. The study was conducted using a quantitative approach through an online survey of consumers who shop on both platforms, and respondents were randomly selected from various market segments for balanced representation.

The results of the analysis show significant differences in purchasing decision-making factors between E-Commerce and conventional markets. Factors such as price, convenience, trust, and user experience play different roles in each platform, while technology factors influence consumer preferences in the digital era.

This study provides important insights for business actors about the shift in consumer behavior in Indonesia. Its practical implications can be used to improve marketing strategies, product development, and customer service to better suit the needs of modern consumers, both in the E-Commerce sector and conventional markets. This study is expected to help businesses adapt to changes in consumer preferences in this digital era.

Keywords: Consumer Behavior, Decision Making, E-Commerce, Conventional Market