PENGARUH PERILAKU KONSUMEN RUMAH TANGGA TERHADAP SALURAN PEMBELIAN DI ERA DIGITAL

Blanka Chyntia Altranti

Abstract


ABSTRAK

Penelitian ini bertujuan untuk menganalisis perilaku konsumen rumah tangga dalam memilih saluran pembelian online dan offline di era digital. Populasi dalam penelitian ini adalah pelaku rumah tangga yang pernah melakukan pembelian aneka rupa barang baik secara online maupun offline. Sampel diambil hingga terkumpul 90 responden rumah tangga yang memenuhi kriteria, dan setelah pembersihan data sebanyak 60 responden dinyatakan valid untuk dianalisis lebih lanjut. Variabel independen dalam penelitian ini adalah perilaku konsumen dan variable dependennya adalah saluran pembelian. Analisis data dilakukan melalui uji validitas, reliabilitas, normalitas, dan linearitas. Hasil penelitian menunjukkan bahwa perilaku konsumen rumah tangga di era digital memiliki pengaruh yang kuat dan signifikan terhadap pilihan saluran pembelian. Faktor literasi digital, kenyamanan berbelanja, dan kepercayaan terhadap platform menjadi elemen dominan yang mendorong preferensi konsumen terhadap belanja online maupun offline.
Kata Kunci: Perilaku Konsumen, Rumah Tangga, Era Digital, Saluran Pembelian

 

ABSTRACT

This study aims to analyze household consumer behavior in choosing online and offline purchasing channels in the digital era. The population in this study were households who had purchased various goods both online and offline. A sample of 90 household respondents who met the criteria was collected. After data cleaning, 60 respondents were deemed valid for further analysis. The independent variable in this study is consumer behavior and the dependent variable is the purchasing channel. Data analysis was conducted through validity, reliability, normality, and linearity tests. The research results show that household consumer behavior in the digital era has a strong and significant influence on purchasing channel choice. Digital literacy, shopping convenience, and platform trust are the dominant factors driving consumer preference for online and offline shopping.

Keywords: Consumer Behavior, Household, Digital Era, Purchasing Channels

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References


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DOI: https://doi.org/10.52447/mmj.v13i2.9153

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