Growth of Online Market
The growth of the online market for both sellers and online shopping enthusiasts from year to year continues to increase. Consumer purchasing preferences are essential to the success of transactions, both traditionally and online. Sellers need to be aware of their target consumer profile to decide that sales are developed in the online market and remain in the traditional market. To analyze customer preferences for online shopping, a total of 200 respondents from Medan City, in North Sumatera province, participated in this study. The predictor variables proposed in this study are demographics and the ownership of online shopping applications. The results indicate that online shopping decisions are strongly influenced by gender, income levels and online shopping apps. Factors of daily life, age and education do not significantly affect online and traditional shopping preferences.
An increasingly stable and faster Internet presence is driving fundamental changes in human behavior. Consequently, the distance becomes more and more insignificant. Communication and commerce can take place in no time without significant disruption. The information flow becomes very fast and can even transmit information from any part of the world in no time. Bourlakis et al. (2008) pointed out that of all aspects of change in the Internet age, change in online shopping behavior is the most popular and accepted change in the marketing community today. More specifically, Ali and Sankaran (2011) point out that these electronic interactions via the FAQ program on online sites can meet various consumer information needs that facilitate decision-making in aspects of purchases. Shanthi and Kannaiah (2015) found that while many consumers have started switching to online stores, most consumers still choose to shop directly in traditional markets that have a clear physical presence. A person's preference for buying a product, both online and traditional, is influenced by the personality factor they have. Therefore, consumer purchasing preferences are defined as consumer tastes measured by perceptions of the usefulness and benefits of the products offered (Guleria et al., 2015). Purchasing preferences are linked to a person who likes or dislikes purchasing methods and is not influenced by the purchasing power of consumers. This generally affects purchasing decisions. The emphasis on understanding consumers is the key to keeping consumers (keeping them) and retaining them to the seller. Lubis et al. (2017) states that consumers will only become loyal when they are satisfied. Satisfaction comes from our goal of providing services to consumers. This study was conducted to assess the demographic factors that affect a person's preference to buy products online. a study of demographic influences on online purchasing decisions has taken place since 1995 (Fram & Grady, 1997; Kunz, 1997; Mehta & Sivadas, 1995; Sultan & Henrichs, 2000; Stafford et al., 2004; Punj, 2011; Richa, 2012; Rahaman, 2014). This demographic study of consumers can help stores make decisions based on the characteristics of their customers, whether they manage their business online or through traditional means. For example, Haver (2008) reports that in younger age groups called "green buyers" or the younger generation, online shopping is more popular. Young people don't want to spend their time going from store to store to make comparisons. They will buy online whenever possible. Richa (2012) in a study indicates that her purchasing preferences are strongly influenced by demographic factors such as age, income, marital status, number of family members and gender.
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