ANALISIS KEPUASAN KONSUMEN TERHADAP KONSUMSI DAN PREFERENSI KONSUMEN DALAM BELANJA MELALUI ONLINE SHOP DAN OFFLINE SHOP

Abstract

This study aims to analyze comparisons of shopping through online shops and offline shops and to analyze consumer preferences in choosing one of these shopping methods. The research method used is a consumer survey and data collection through a questionnaire. Respondents who were involved in this study were consumers who actively shopped through online shops and offline shops. The data collected includes consumer preferences, spending, convenience, safety, product quality, and delivery speed. From these results, it shows that people feel they shop more often through online shops because it is practical, easy and can be anywhere and anytime. This study provides a better understanding of consumer behavior in selecting shopping methods and can provide insights to retailers in developing effective sales strategies.