Pembeda Konsumen Dalam Memilih Tempat Belanja Offline Vs Online

Dede Suleman*, Hapzi Ali, Dewi Nusraningrum, Mochammad Mukti Ali



The new era of marketing adds an alternative shopping place for consumers where currently online shopping and offline shopping are present. So consumers must choose a shopping choice of the two alternatives. This makes the marketer need to map out what variables or factors from the demographic that make the consumer choose one of the available shopping places. This study looks at how consumers decide where to shop viewed from the consumer demographic factors. The population of this study is consumers of offline and online retail fashion products, of which the number is unknown, so the sample in this study uses non-probability of 130 respondents in DKI Jakarta. With SPSS analysis tools and discriminant analysis aids used, the results of this study indicate that the factors of education and employing consumers determine consumers to choose shopping at one shopping place. The key to successful marketers must focus on attracting the right consumers with the right way that is appropriate with the consumer's shopping behavior.

Keywords: Consumer decisions, Demographics, Discriminant analysis


Keputusan konsumen, Demografi, Analisis diskriminan


Suleman, D. (2018). Faktor penentu keputusan konsumen Indonesia memilih tempat belanja disebuah e-commerce (Theory of Planned Behavior). Jurnal Doktor Manajemen, Vol.1(No.1), pp 1-9.

Suleman, D., Ali, H., Nusraningrum, D., & Ali, M. M. A. (2019). Perceived Ease of Use, Trust and Risk toward Attitude and Intention in Shopping for Online Fashion Products In Indonesia. Archives of Business Research, Vol.7(No.4), pp.240-253.

Suleman, D., Suharyadi, D., Rusiyati, S., Sabil, Riftiasari, D., & Marwansyah, S. (n.d.). How trust,risk toward attitude when shopping retail online. Dinasti International Journal of Education Management and Social Science, 1(4), Pp :487-492.

Suleman, D., Zuniarti, I., Marginingsih, R., Sabil, Nurhayaty, E., Rachmawati, S., Pramularso, E. Y., & Sari, I. (2019). Competition between offline and online stores: when it comes to shopping for fashion products, which store will be the choice of Indonesian consumers? International Conference on Global Innovation and Trends in Economy, 1–14.

Suleman, D., Zuniarti, I., & Sabil, sabil. (2019). Consumer Decisions toward Fashion Product Shopping in Indonesia: The effects of Attitude, Perception of Ease of Use, Usefulness, and Trust. Management Dynamics in the Knowledge Economy, Vol.7(no.2), pp.133-146; 10.25019/MDKE/7.2.01

Suleman, D., Zuniarti, I., Setyaningsih, E. D., Yanti, V. A., Susilowati, I. H., Sari, I., Marwansyah, S., Hadi, S. sudarmono, & Lestiningsih, A. S. (2019). Decision model based on technology acceptance model (TAM) for online shop consumers in Indonesia. Academy of Marketing Studies Journal, 23(4), Pp: 1-14.

Wijaya, T. (2010). Metodologi Penelitian Ekonomi dan Bisnis. Graha ilmu.

Winasis, S., Terminanto, A., & Badawi, A. (2018). Building a winning Team : casae of tanah abang main Branch, orivate Bank ABC. Internasional Conference on Industrial Engineering and Operations Management.

Yamin, S., & Kurniawan, H. (2019). SPSS Complete: Teknik Analisis Statistik Terlengkap dengan Software SPSS Edisi ke-2. Salemba infotek.

Zuniarti, I., Suleman, D., Rachmawati, S., Sabil, & Rusiyati, S. (2020). How Ease of use, usefullness toward attitude of shopping at online retail. Dinasti International Journal of Education Management and Social Science, 1(4), Pp :448-453.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

ISSN: 2355-0295 || EISSN: 2549-8932


Indexed by:

 dipublikasikan oleh LPPM Universitas Bina Sarana Informatika dengan dukungan Relawan Jurnal Indonesia

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License