Analysis of Online Shopping Behavior among Teachers in Indonesia

Abstract

Purpose –This study is a quantitative study that aims to identify the total expenditure of teachers in online shopping, the types of products purchased, online shopping platforms and also the factors that influence online shopping.. Methodology/approach –The instrument in this study used a five-point Likert scale survey form. The sample of this study consisted of 319 teachers in Pringsewu district, Lampung, Indonesia, which were selected through snowball sampling. Findings – It was found that,the majority of respondents shop online with a total expenditure of around one million rupiah per year and make online purchases for daily needs such as clothes and accessories or fashion that supports personal appearance. The most widely used online shopping platforms include Lazada, Shopee and Tokopedia. All independent variables significantly contribute positively to online shopping