THE FACTORS THAT INFLUENCE OFFLINE SHOPPING BEHAVIOR AND THE ATTRACTIVENESS OF SHOPPING OUTLETS IN BANDUNG WETAN SUBDISTRICT

• Main Author: Silviani Putri Siswoyo, Elvira
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61096
• Institution: Institut Teknologi Bandung

Market survey data shows that fashion products are the highest selling items on online stores in Indonesia (Deloitte, 2020; Santia, 2020a). For fashion products, customers who are frequent online shoppers are more likely to buy fashion products in physical stores more often (Jo, Kim, & Choi, 2021). Moreover, Covid- 19 Pandemic increased retail sales online and decreased in-store sales in 2020, but the condition has reversed in 2021 (Webb & Felsted, 2021). The growth of ecommerce promotes multichannel shopping and enhanced by the pandemic (Global Data, 2020). The purpose of this study is to build an understanding of the factors influencing multichannel consumers to shop in physical stores during Covid-19 Pandemic and the attractiveness of shopping outlets in Bandung Wetan Subdistrict by exploring the effects of sociodemographic characteristics, online shopping behavior, and visit intentions. Moreover, the most favorite shopping location and visit intentions are also identified. Data is collected using online questionnaire to 200 respondents who live in Bandung City and Bandung District. Descriptive analysis approach is used to identify respondents’ characteristics, while logistic regression analysis is used to identify the factors that influence offline shopping behavior and the attractiveness of shopping outlets in Bandung Wetan Subdistrict. The results show that sociodemographic profiles and online shopping behavior have an influence on offline shopping behavior during Covid-19 pandemic. Specifically, occupation, income, status, online shopping frequency, and online shopping expenditure have an impact to offline shopping frequency and expenditure. Moreover, Bandung Indah Plaza is considered to be the most attractive among other shopping location in Bandung Wetan Subdistrict and the majority of respondents visit shopping locations in this area to shop for other products and food and beverage. In addition, shopping locations considered attractive for fashion shopping in Bandung Wetan Subdistrict are Bandung Indah Plaza, Balubur Town Square, and Distribution Stores. The results can be used as an insight of customer behavior for retail planning, especially for fashion stores, in the era of multichannel shopping.