A COMPARATIVE ANALYSIS OF CONSUMER PREFERENCES BETWEEN ONLINE AND OFFLINE STORE (CASE STUDY ON FASHION PRODUCT)
Abstract: Consumers have
become a demanding target and an important factor to running fashion business.
Fashion is accepted by the consumers and influences their behavior in many ways
to buy a new product. Shopping is an activity that certainly done because of
need or simply to fulfill a desire. The aim of this research is to analyze
consumer preferences between online and offline store in Manado based on price,
availability of brand and product, promotional schemes, standardization of
product and family or social experience. This research is quantitative type of
research, which uses primary data obtained through questionnaires and uses
independent sample t-test as the analytical tool. The population of this
research is peoples in Manado who has experience shopping in Online and Offline
Store, where the sample size is taken from 100 respondents who also has
experience with Online and Offline Store. The analysis and discussion from this
research found that there is significant difference between online and offline
store measured by price and promotional schemes. And there is no significant
difference between online and offline store measured by availability of brand
and product, standardization of product and family or social experience.
Besides all these, there are some recommendations for online and offline store
in fashion product that can be used as a reference for the development and
deepening of knowledge management marketing, especially consumer preferences.
Keywords: online and offline
store, consumer preferences, fashion product
Penulis: Lady Priscillia
Dumais, Willem J.F.A Tumbuan, Johan R Tumiwa
Kode Jurnal: jpmanajemendd170817
