Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2019)

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Exploring Online Shopping Behavior among Indonesian Students: Digital Marketing Communication Perspective

Authors
Melly Maulin Purwaningwulan
Corresponding Author
Melly Maulin Purwaningwulan
Available Online 10 January 2020.
DOI
10.2991/assehr.k.200108.004How to use a DOI?
Keywords
Shopping Behavior, Online Shopping, Purchase Decision, Digital Marketing Communication
Abstract

The increasing of internet usage in Indonesia has encouraged the phenomenon of online shopping into needs or hobbies for social network users, especially students. This research aims to analyze and discover the uniqueness of online shopping behavior among Indonesian students, which consists the stage of problem identification, search information, alternative evaluation, purchase decision, and post-purchase behavior. This research used qualitative approach with descriptive method. The interviewees consist of online shop owners and students who come from various departments and universities in Indonesia. The result shows that Indonesian students began online shopping in 2010–2011. They used online shopping applications such as Lazada, Tokopedia, and other online shop, which has Instagram account. They shop online because it is easier, cheaper, the goods more varied, and sometimes, the goods are rare in the conventional market. They rarely become regular customers, and some of them were getting into the addictive stage of online shopping. The purchase decision of online shopping among Indonesian students obtained results that online shopping is considered wasteful, consumptive, and having high risk of fraud. Search and share have become the power in the purchasing decision process. Research results considered as business development with students as the target, a very promising market potential.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 January 2020
ISBN
978-94-6252-883-3
ISSN
2352-5398
DOI
10.2991/assehr.k.200108.004How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Melly Maulin Purwaningwulan
PY  - 2020
DA  - 2020/01/10
TI  - Exploring Online Shopping Behavior among Indonesian Students: Digital Marketing Communication Perspective
BT  - Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2019)
PB  - Atlantis Press
SP  - 13
EP  - 18
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200108.004
DO  - 10.2991/assehr.k.200108.004
ID  - Purwaningwulan2020
ER  -