Determinan Perilaku Belanja Online di Kota Jambi

Ekonomis: Journal of Economics and Business Pub Date : 2024-03-13 DOI:10.33087/ekonomis.v8i1.1766

Rosmeli Rosmeli, Novita Ekasari, Wiralestari Wiralestari, Saparuddin Saparuddin, Fathiyah Fathiyah, Rakan Alvaro

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Abstract

Online shopping is a trend that has spread throughout Indonesia, especially during Covid 19. This trend continues to grow today. As the capital of Jambi Province, Jambi City is an area that has the most complete internet facilities compared to other areas in Jambi Province. The availability of internet facilities and other suggestions means that online shopping in this area is quite large. This research aims to assess consumer behavior in online shopping in Jambi City; and Factors that influence online shopping in Jambi City. The analysis model used is descriptive analysis and binary logit regression model. The research results show that the average frequency of online shopping in Jambi City is 1-2 times a month. 40.2% of respondents visited 2 online sites. The e-commerce application that respondents use most for shopping is Shopee. Cheap and easy to get goods is the first reason to shop online. The more online shopping sites that are visited, the public's perception is that online shopping saves time and buying shoes/bags and accessories online are factors that have a positive and significant influence on people's online shopping in Jambi City.

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占碑市网上购物行为的决定因素

网上购物已成为印度尼西亚的一种潮流，尤其是在 Covid 19 期间。如今，这一趋势仍在继续发展。占碑市是占碑省的首府，与占碑省其他地区相比，占碑市拥有最完善的互联网设施。互联网设施的可用性和其他建议意味着该地区的网上购物规模相当大。本研究旨在评估占碑市消费者的网上购物行为；以及影响占碑市网上购物的因素。使用的分析模型是描述性分析和二元对数回归模型。研究结果显示，占碑市消费者的平均网购频率为每月 1-2 次。40.2%的受访者访问过 2 个在线网站。受访者使用最多的购物电子商务应用程序是 Shopee。便宜且容易获得商品是网上购物的首要原因。访问的网上购物网站越多，公众的看法是网上购物节省时间，网上购买鞋/包和饰品是对占碑市公众网上购物产生积极和重要影响的因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Ekonomis: Journal of Economics and Business

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