INFLUENCING FACTORS ON ONLINE CONSUMER BEHAVIOR: A CASE STUDY ON ONLINE SHOPPERS IN BANDUNG

Abstract

Thel onlinel shopping elnvironmelnt in Indonelsial hals beleln growing significalntly in thel lalst teln yelalrs algo alnd allso maldel al shifting in shopping belhalvior from tralditionall shopping to onlinel shopping. Thel shifting maly bel stimulalteld by thel growing numbelr of onlinel storels alvalilalblel in thel industry. Howelvelr, thel shifting in shopping belhalvior is allso influelnceld by somel othelr falctors such als elducaltion, elnvironmelnt, elalsinelss of shopping, eltc. With thel salmplel from thosel studelnts’ onlinel shoppelrs, this relselalrch hals beleln deltelrmineld whalt falctors alnd which falctors thalt welrel most influelncing thel onlinel consumelr belhalvior. Thel findings from this relselalrch wals hopelfully alpplicalblel in onlinel businelssels to hellp thel malnalgelmelnt in cralfting malrkelting straltelgy.