Consumer Behaviour in the Marketing 4.0 Era Regarding Decisions about Where to Shop

Suleman, Dede and Ali, Hapzi and Nusraningrum, Dewi and Ali, Mochammad Mukti (2020) Consumer Behaviour in the Marketing 4.0 Era Regarding Decisions about Where to Shop. International Journal of Innovation, Creativity and Change, 13 (7). pp. 444-456. ISSN 2201-1323

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Abstract

This research examines the relationship between consumer attitudes and decisions. By examining the attitude forming variables, among others, ease of use, trust and risk were found to directly influence the attitudes and decisions of consumers. The population in this study is large and is not known with certainty, so researchers used the quota sampling method to establish a sample group which is part of the non-probability sampling technique. The criteria included 160 respondents who had shopped in both offline and online retail, were over 17 years old and who lived in Jakarta. 32 questions were asked of each respondent. The results show that ease of use, trust and risk are the factors that most influence retail attitudes and decisions. Trust is the strongest factor and was the largest contributor influencing the attitudes and decisions of consumers. In this research there were only two hypotheses, which were both rejected. This is related to differences in influence, namely the hypothesised risk, which showed a negative effect between risk on attitudes and decisions. The results of the study found that risk has a positive influence on retail attitudes and decisions.

Item Type:	Artikel Jurnal/Prosiding
Uncontrolled Keywords:	Ease of use, trust, risk, attitude and decision.
Subjects:	A General Works > AI Indexes (General)
Divisions:	Fakultas Humaniora dan Bisnis > Prodi Manajemen
Depositing User:	Admin Repository
Date Deposited:	14 Feb 2023 03:50
Last Modified:	14 Feb 2023 03:50
URI:	http://eprints.upj.ac.id/id/eprint/4416

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