PENGARUH BELANJA ONLINE TERHADAP PERILAKU PERJALANAN BELANJA

Yustina Niken Raharina Hendra, Elfira Wirza, Muhammad Zudhy Irawan

Abstract


Abstract

 

Searching product information and purchasing goods online cause significant changes in the behavior and characteristics of traveling. Online shopping is expected to reduce shopping trips. The aim of this study is to explore the relationship between online shopping and its effect on the frequency of shopping trips. This study used Structural Equation Modeling (SEM). Data were obtained from questionnaires distributed online. The variables used were 5 exogenous, 3 endogenous latent variables, and 15 observed variables. The results showed that the frequency of searching for information on the internet has a positive influence on a shopping trip and frequency of online shopping. In the meantime, the online shopping frequencies have negative influences on shopping trips. In addition, online shopping is additional and substitution of shopping trips. To optimize the benefits of online shopping, in reducing the frequency of shopping trips to the store, four scenarios were made. The most effective scenario is to improve the quality of the internet network at home, which affects in the reduction of the shopping trip frequency by 53 % from the present level.


Key words: online shopping, shopping trip, travel behavior, characteristic of the trip

 

 

Abstrak

 

Pencarian informasi produk dan pembelian barang secara online menyebabkan perubahan yang penting dalam perilaku perjalanan dan karakteristik perjalanan seseorang. Belanja online diharapkan dapat mengurangi perjalanan belanja yang dilakukan seseorang. Tujuan penelitian ini adalah untuk menggali hubungan antara belanja online dan pengaruhnya terhadap frekuensi perjalanan berbelanja seseorang. Penelitian ini menggunakan metode Structural Equation Modeling (SEM). Data diperoleh dari kuesioner yang disebarkan secara online. Variabel yang digunakan adalah 5 variabel laten eksogen, 3 variabel laten endogen, serta 15 variabel teramati. Hasil penelitian menunjukkan bahwa frekuensi mencari informasi di internet berpengaruh positif terhadap perjalanan belanja dan frekuensi belanja online. Sedangkan frekuensi belanja online berpengaruh negatif terhadap perjalanan belanja. Selain itu bagi sebagian orang belanja online bersifat tambahan dan sebagian lagi bersifat pengganti. Untuk mengoptimalkan manfaat belanja online, dalam mengurangi frekuensi perjalanan belanja ke toko, dilakukan 4 skenario. Skenario yang paling efektif adalah peningkatan kualitas jaringan internet di rumah, yang memberi dampak pengurangan frekuensi perjalanan belanja sebesar 53 % dari kondisi sekarang.

 

Kata-kata kunci: belanja online, perjalanan belanja, perilaku perjalanan, karakteristik perjalanan


Full Text:

PDF


DOI: https://doi.org/10.26593/jt.v15i1.1848.%25p

Refbacks

  • There are currently no refbacks.