CUSTOMER PREFERENCE AND THE FACTORS THAT INFLUENCE CUSTOMER IN CHOOSING FASHION SHOPPING MEDIA USING YOUNG PEOPLE'S PERSPECTIVE IN INDONESIA

• Main Author: Hening Pratiwi, Erika
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78637
• Institution: Institut Teknologi Bandung

In this modern era, the growth of internet and smartphone users, also proliferation of e-commerce in Indonesia, causing a new way of shopping for fashion products, i.e. online shopping. It raises the question whether this condition have been changing customer preference in choosing fashion shopping media, from offline shopping to online shopping. The purpose of this research is to find young people preference in choosing fashion shopping media, also to know the factors that most influencing them in choosing a store, either online store or offline store. This research examined journals about the factors that affect consumers in choosing online shopping or offline shopping, analyzing the factors that influence customers in choosing online store, and the factors that influence customers in choosing offline store. The survey was conducted using questionnaire that distributed by online with majority in university environment, also interview as supported data. There are 238 respondents who live in some cities in Indonesia, in age range 16-24 years old, and have online and offline shopping experience for fashion products. Descriptive analysis and factor analysis that processed using SPSS 22 version for Windows OS were used in this research analysis to find the effect of each independent variables toward the dependent variable. The result show that offline shopping is still being the young people preference in shopping fashion products. In addition, in choosing offline store, the factor that most influencing customer are product aspects, personal interaction, and then physical aspects. While in choosing online store, the factor that most influencing customer are navigation and convenience, service quality, customer experience, visualization, brand/store trustworthiness, and then merchandising.