Online Shopping Pattern of Bandung Citizens

45 | Indonesian Journal of Entrepreneurship & Technopreneur, 1 (2021) 45-52 Indonesian Journal of Entrepreneurship & Technopreneur 1 (2021) 45-52 International Journal of Entrepreneurship & Technopreneur Journal homepage: https://ojs.unikom.ac.id/index.php/injetech Online Shopping Pattern of Bandung Citizens H S Soegoto Departemen Magister Manajemen, Universitas Komputer Indonesia, Indonesia E-mail: ABSTRACTS The objective of this research is to get an insight into the online shopping pattern of Bandung citizens. Research about the online shopping pattern and the impact on businesses ‘with brick and wall’ concept especially in Indonesia is very rare. This research also gives a picture of why a lot of shops with brick and wall concept in Bandung have fewer customers and end up with the closing of the store. The data was obtained from 400 respondents from all districts in Bandung city which were taken by proportional random sampling. Bandung citizens already get accustomed to using the online platform for shopping. The main reasons to shop online are because it is easier, cheaper and faster. The platforms that are frequently used for online shopping are e-commerce and social media. According to this research result, it can be seen there has been a movement on the place to shop for Bandung citizens, where previously most of the citizens shop at bricks and wall retailers but now most of them shift to an online platform. Therefore, entrepreneurs need to reevaluate their businesses by taking into consideration the shift in the shopping pattern of Bandung citizens. ARTICLE INFO Article History: Received 16 Aug 2018 Revised 20 Aug 2018 Accepted 25 Aug 2018 Available online 09 Sep 2018 ___________________ Keywords: Online platform, shopping, Bandung citizens, businesses, shop Selvia et.al Personality Test Disc Application Design ...|46 I. INTRODUCTION Several shopping centers and stores in Indonesia especially in Bandung experience a low number of customers which leads to the closing of the business. However, several malls and shops in Indonesia, especially in Bandung experienced a low number of buyers, hence they decided to close the business, despite this there are still a few malls that can operate properly with a concept that combines recreation and shopping. Developments in the field of information and communication technology are not only changing the way people communicate but also changed people's spending patterns. Indonesia is one of the countries with more than 100 million smartphone users or the fourth-largest smartphone user in the world after China, India, and America (Kominfo, 2018). The development of information technology that is very dynamic influences an organization's business processes (Eatock et.al., 2001). People tend to spend more time every day using smartphones than doing social activities directly (Soegoto, 2019). Currently, consumers have made many purchases of goods or services online. Online shopping is a process of finding and buying goods or services using the internet (Varma et.al., 2014). Internet shopping has been accepted as one of the ways to shop for goods and services (Bourlakis et.al., 2008). Retailer profit margins are declining, and consumers feel more comfortable to shop online because there is more variety of products available (Saha, 2015; Jayalakshmi et.al., 2017). There is an increase in consumers who go for window shopping but then they buy goods online at cheaper prices (Jayalakshmi et.al., 2017). The development of information technology has been utilized by Bandung citizens either for communication purposes or for shopping online. Regarding this trend, researchers want to find out how big is the shift in shopping patterns of Bandung citizens who were previously accustomed to 'brick-and-mortar' offline shopping pattern to online shopping pattern, what is frequently bought online or offline now and what are the main considerations when Bandung citizens decided to shop using the online and offline platforms. This also illustrates the reason why some businesses with the concept of ‘brick-retailer ‘in Bandung closed their stores because of the lower of buyers. 2. METHOD This research used a quantitative method to measure the shopping pattern of Bandung citizens which include the reasons for online shopping, shopping place, how frequent they shop online every months, type of goods that are frequently bought, monthly expenses for online shopping, payment method, goods conditions when delivered/received, and satisfaction level when shopping online. This quantitative method is chosen because measurement using numbers makes it easier to input the data into the computer for calculation, storage, and data processing (Divestopedia et.al., 2016). The data collection method was conducted through a survey of 400 citizens respondent in Bandung which was distributed by proportional random sampling based on the representation of the population in each district. Bandung City consists of 30 districts with a total population of 2,481,469. Questionnaire to measure the response of 400 respondents were taken by proportional random sampling in May to July 2019. The number of samples used was 47 | Indonesian Journal of Entrepreneurship & Technopreneur, 1 (2021) 45-52 calculated using the Slovin formula as follows: n = N/(1+N.e^2)..... (Stephanie, 2003); n = number of samples N = total population = 2.481.469 e = error that can be tolerate= 0.05 n = 2.481.469/(1+2.481.469*0.05^2) = 399.93 = 400 2.1. Respondent Characteristic Based on the survey results as shown by Table 1, the respondent characteristic based on gender was 50.6% male and 49.4% female. According to the age, the majority of the respondent were around 13-20 years old with 37.7%, 41.2% was between 21-30 years old, 12.3% was between 31-45 years old and 8.8% was above 46 years old. Table 1. Respondent Characteristic – Gender and Age Total Respondent Percentage Gender Male Female 192 187 13-20 141 21-30 154 Age 31-45 46 46-60 33 50.6% 37.7% 41.2% 12.3% 8.8% 49.4% Most of the respondents as shown in Table 2 consist of 52.8% had a senior high school degree and 35.7% had a bachelor's degree. For elementary and junior high school respondents only 11.5% of the total respondents. Table 2. Respondent Education Respondent Percentage Elementary School 3 Junior High School 40 0.8 % Senior High School 198 10.7% The majority of occupation respondent as shown in Table 3, the majority were 52.8% Diploma & Under Graduate 134 35.7% private employees (26.8%), entrepreneurs (20%) and students (19.4%). Table 3. Respondent Occupation Student College Student PNS & BUMN Private Employees Entrepreneur Respondent 74 107 22 102 76 Percentage 19.4 % 28% 5.8% 26.8 % 20% 3. RESULTS AND DISCUSSION The majority of income ranges as shown by Table 4 was approximately lower than or equal to three million rupiahs with 84% of respondents. Not all respondents filled in the in (...truncated)