Online Shopping Behavior of 2017 Economics Education Students

after Learning Marketing Management

Selvi Esther Suwu

Economic Education, Universitas Pelita Harapan

Keywords: Online shopping, Marketing Management, 2017 Economic Education Students

Abstract: This research aims to identify the behavior of 2017 Economics education students at Pelita Harapan

University regarding online shopping after studying Marketing Management course. The online shopping

trend has become one of consumers’ choices to buy life necessities. It is called life necessities as online

shopping provides various products such as clothing, food, and housing products. As a matter of fact, some

products are only sold in online stores. Consumers shifting to online shopping shows changes in buying

behavior. One of the issue learned in Marketing Management is consumer behavior. Changes in

environment or technology will affect consumers’ buying behavior. Students of Economics education have

learned this issue, however does it influence their online shopping behavior? This condition has attracted

author to conduct this research. The research methodology used in this study is qualitative descriptive with

questionnaires as the instrument. The results obtained was students understand Marketing Management and

know that there is a connection between learning Marketing Management and their behavior when they

shop online, nevertheless they are not fond of or not interested in online shopping. The changes in

respondents behavior in online shopping is caused by technological advancement not because of learning

Marketing Management.

1 INTRODUCTION

One of the changes in consumer behavior is in

shopping. Nowadays, preparing special time to shop

is not needed. In the past we used to look for

products in many shops which is tiring, spend cost

of going to the shop even dress neatly. Today, we

can shop from any places with good Wi-Fi

connection in our cell phone, computer or laptop.

This research focuses on adolescent’s behavior.

Shopping and adolescent have become trends as

shopping is a need to self-actualization that turns

into a life style. This can be seen from the amount of

malls or shopping centers. This existence of shops in

mall with famous brands from abroad, clothing

trends, mobile phones, shoes from Korea add

choices to look fashionable and ultimately increase

the frequency of purchases. All that is trending

abroad is easily obtained from social media and

various internet sites. For example, information

about the latest trends in clothing or shoes will be

recognized very quickly unlike 20 years ago

someone found out the latest trends of clothes or

shoes from television, magazines or mass media.

The existence of internet eliminates time and space

restrictions for various information.

Acquiring information shift from slow to fast

also affect trading. In the past, buying goods could

only be done from morning to afternoon or from

8am to 9pm (until the shop is closed), nowadays it is

all different. Not only the information but also items

in the form of clothing, shoes and others are easily

obtained through online shopping. Moreover,

manufacturers get new thing related to online

trading. In the past manufacturers must have a

physical store that is interesting and located in

strategic place so that consumers are interested in

entering the store.

Making a store is not easy since it is high in cost

and needs shelves to display the goods. Usually, a

manufacturer that has a store also has a warehouse.

The manufacturer must hire employees to take care

of the store as well as the warehouse. How much

money or capital that should be prepared for all of

these? Not only money but also time to search for

Suwu, S.

Online Shopping Behavior of 2017 Economics Education Students after Learning Marketing Management.

DOI: 10.5220/0009496501270131

In Proceedings of the 1st Unimed International Conference on Economics Education and Social Science (UNICEES 2018), pages 127-131

ISBN: 978-989-758-432-9

127

strategic store location and employees. Online

trading makes trading easy. Manufacturers do not

have to provide a store, warehouse or hire

employees. The trading places can be at home, the

product sold can be photographed and uploaded into

a shopping site or social media. This way, much

product is not needed to start which means a lot of

capital is not required. Affordable capital makes

people interested in trying because if it fails the

financial loss is low. This encourages people to trade

online.

Online trading now includes many types of

products ranging from clothing: clothing, shoes,

cellphones, accessories; food: food catering (staple

food), snacks, food for events such as birthday

cakes, tumpeng (Indonesian specialties), packaged

drinks, coffee (in form of seeds or processed) and

many others; housing: household needs namely

kitchen utensils, furniture, bathroom fixtures, room

equipment, all house appliance can be purchased

online. Not only that, vehicle and electronic devices

can also be ordered online. Seeing varieties of

products are offered online by Indonesian

manufacturers or foreign manufacturers give

consumers many opportunities to buy easily. Other

parties who also impacted by the online shopping

are sales intermediaries, between manufacturers as

sellers and consumers as buyers that is distributors

or product senders. Manufacturers and consumers

demand the product sender to be trusted in term of

delivery time and the preservation of the product to

the consumers.

The teenagers that are the focus of this study are

students of Economics education cohort 2017 Pelita

Harapan University. Changes of consumers’

behavior in above explanation and knowledge of

Marketing Management that they have gained may

influence them in preferring online shopping or even

change their behavior. Due to this issue, the author is

interested in examining their behavior.

Research objective: to identify the behavior of

2017 Economics education students at Pelita

Harapan University regarding online shopping after

studying Marketing Management course.

2 THEORICAL FRAMEWORK

Literature review in this study consists of several

theories, consumer behavior, technology, about

online shopping.

The theory of consumer behavior from

(Sangadji & Sopiah, 2013) says Science discipline

that studies the behavior of individuals, groups or

consumer organizations to detect intelligence and

needs and then strives to fulfill them through the

process of deciding to use these products, services,

experiences (ideas). As a follow-up, consumers will

feel satisfied or not.

Three consumer behavior theory have been

explained above and in this research the first theory

is the focus which is the study of human behavior in

consuming goods but also related to the services and

experiences gained by consumers. The focus of

service and experience is in online shopping,

consumers are not only consuming the product but

the service they got from the online shop (supplying

products to consumers) give experience to

consumers.

The consumer behavior theory above has three

numbers which in this study are more precisely

number one, namely the study of human behavior in

consuming goods but also related to the services and

experiences gained by consumers. The focus of

service and experience is on online shopping,

consumers not only consume products and finish but

services from online shop (supplying products to

consumers) provide experience for consumers.

Factors that can influence consumer behavior

include several things according to (Sangadji &

Sopiah, 2013) : Economic, political / legal, cultural

and technological conditions, consumer behavior in

this study looked at the influence of technology.

Technology is an important part in the discussion

of this research, the internet advancement is not only

for communicating but also for trading. Online

shopping with all the views in the internet attracts

consumers to see, consider and finally decide to buy.

Consumer’s behavior in choosing to buy through an

online shop shows consumers’ behavior change in

purchasing.

Changes in consumer behavior in purchases from

shopping in shopping centers to online shopping are

part of technological change. Online shop according

to (Pratiwi, 2013) Online shop / e-shop is showing

merchandise using internet access.

3 RESEARCH METHODOLOGY

The methodology in this research is qualitatively

descriptive. Data obtained through questionnaires.

Questionnaires are written with open and closed

questions.

Descriptive research according to (Iskandar,

2013) is research by describing research content

without connecting or comparing between variables

with each other.

A research requires a sample of respondents to

be examined. In this study the authors used

purposive samples.

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

128

Purposive samples used in theory are taken from

the book (Iskandar, 2013) which says that the

sample is determined in a way that is appropriate for

the purpose based on the subjective assessment of

the author. Teenagers are the focus of this research,

precisely the 2017 Economic Education students.

Respondents: 34 students of Pelita Harapan

University Economic Education.

The research place is the Faculty of Education,

Pelita Harapan University.

Time: October 2018

Validation by language and content experts..

4 ANALYSIS

The author takes data from respondents in the form

of a questionnaire. The questionnaire consists of 11

questions. After collecting the data is processed and

then presented in table form. Data processing

consists of several stages, namely the initial stage of

the answers to the grouped questionnaires and then

calculated, after being calculated into the table, the

next stage is calculated the percentage and the final

stage of the percentage results are analyzed.

Table 1: Respondents' opinions about the meaning of

online shopping in Marketing Management

Understand

ot Understan

34 -

Table 1 shows that all respondents (100%)

understood about online shopping in learning

Marketing Management.

Table 2: Respondents' opinions when shopping

online get products / services at low prices

ree

etral Disa

ree

19 15 0

Respondents as much as 19 / 34X100% = 56%

agreed that when shopping online get a cheap price.

Cheap can be interpreted cheaper than in a shopping

center. 15 / 34X100% = 44% said when shopping

online get the normal price or the same as being sold

in a shopping center.

Table 3: Respondents' opinions about online

shopping

Like i

netral Do not

12 7 15

Respondents' opinions about feelings, namely liking

online shopping at 12 / 34X100% = 35% said like, 7

/ 34X100% = 21% said they felt netral and 15 /

34X100% = 44% said they did not like shopping

online.

Table 4: Frequency of respondents online shopping

Every

months

Every 2

months

Once a

month

Uncertain

10 2 31

The frequency of respondents' online shopping can

be seen from the table above, namely 1 / 34X100%

= 2% of spending once every three months, while

those who have not spent every 2 months and for

uncertain 91% = 31 / 34X100% online shopping is

uncertain time.

Table 5: Respondents' opinions regarding the

convenience of online shopping

Easy Moderate Difficul

25 9 0

Online shopping according to 25 / 34X100% = 74%

of respondents is easy, respondents say moderate as

much as 9 / 34X100% = 26% and respondents no

respondents said online shopping is difficult.

Table 6: Respondents' opinions about trust in online

shopping sites

Trus

etral

Trus

16 6 12

Regarding the level of respondents' trust in online

shopping sites, it can be seen from the data in the

table above. Respondents as many as 16 / 34X100%

= 47% believe in online shopping sites on the

internet, 6 / 34X100% = 18% have normal opinions

on these sites and 12 / 34X100% = 35% do not trust

in shopping sites on Internet.

Table 7: Respondents' opinions about the way to pay

for online shopping

Eas

Moderate Difficul

28 6 0

Online shopping payment methods are also

measured, namely 28 / 34X100% = 82% of

respondents said the method of payment for online

shopping was easy, as much as 6 / 34X100% = 18%

of respondents said it was moderate way to pay

online shopping.

Table 8: Respondents' opinions regarding the

accuracy of online shopping products

Same Slightly

differen

Different

in for

725 2

Data of respondents' opinions regarding the accuracy

of the product when it arrives to the consumer is 7 /

Online Shopping Behavior of 2017 Economics Education Students after Learning Marketing Management

129

34X100% = 21% said the product is exactly the

same as the one pictured with reality, 25 / 34X100%

= 74% of respondents stated slightly different

products up and respondents who said differently in

form is 2 / 34X100% = 5%.

The form of the next question is open question:

1. What products have you bought online?

Table 9: Products purchased at the online shop

Clothing, equipment for hair (tools to form

hair), bags, shoes, cellphone chasing, hats,

tambourine musical instruments, guitar

strings, guitars, guitar musical instruments,

tumbler lights, watches, glasses, fans,

headsets, bottles drink, wallet, makeup tools,

pots, slippers, neck pillows, scarves, novel

books, mobile phones, HP accessories,

skincare.

The type of product that many respondents bought if

grouped as follows:

a. Daily necessities, namely clothes, shoes, sandals,

glasses, watches and bags.

b. Musical instruments: tambourine equipment,

guitars and guitar equipment.

c. Home appliances: drinking bottles, pots, tumbler

lamps, neck pillows, fans.

d. Others: makeup tools, skincare, novel books

2. Why did you buy the product online?

Table 10: Reasons for respondents to shop in an

online shop

Low prices, good product quality, easy to

obtain, practical, time efficient, only available

in online shop, there are discounted prices

(sales), products as desired, trusted sites,

diverse types of products, display pictures on

attractive shoppin

sites, want to tr

The reason respondents bought the above products

through online shopping is that most of them say

that prices are cheap, practical, good product quality

and time efficiency.

3. After learning Marketing management, do you

prefer online shopping or nothing to do between

online shopping and Marketing Management?

The majority of respondents said there was a

connection between after learning Marketing

Management with online shopping preferences, only

a few people said there was no connection between

learning Marketing Management and online

shopping.

Like or not shopping online according to them

learning Marketing Management makes them

understand more about online shop. Respondents

also stated that after learning Marketing

Management made them aware of positive and

negative attitudes towards online shopping

preferences, they became more self-controlled and

understood about products. There were also

respondents who said that after learning, they

became more interested in shopping online, but there

were also those who did not like shopping online.

5 RESULTS

Data from the questionnaire above in the form of

data tables will be analyzed as follows:

The focus of the research are 34 respondents,

they are UPH Economic Education students, from

table 1 it can be said that all respondents understand

online shop in Marketing Management lessons. This

is understandable from the beginning of the course

in Marketing Management, as in the (Kotler &

Amstrong, 2008) on the topic of the marketing

process :

creating value for customers and building

customer relationships, the explanation is that the

market understands the desires and needs of

consumers by offering products by making

marketing strategies this is expected to build

relationships with consumers, eventually producers

get value from consumers.

Data table 1 if it is connected with the last

number data which is learning Marketing

Management, do you prefer online shopping or has

nothing to do between online shopping and

Marketing Management? The results show the three

most answers, there is a connected between learning

Marketing Management and online shopping so that

respondents like to shop online as much as 13 /

34X100% = 38%. Then respondents thought there

was a connection between understanding Marketing

Management with online shopping but their buying

behavior showed the opposite, they do not like

shopping online or netral, at 15 / 34X100% = 44%.

The last is as much as 6 / 34X100% = 18%

respondent states there is no connection between

Marketing Management lessons and online shopping

behavior.

This data shows that more respondents said that

there was a connection between understanding

Marketing Management and online shopping, but

their buying behavior showed the opposite, namely

not like shopping online or netral. When linked to

one of the environmental factors that influence

consumer behavior such as the opinion of (Sangadji

& Sopiah, 2013) in they book that technology can

change consumer behavior in purchasing because it

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

130

better understands the quality and quantity of

products to meet the needs of life .Meaning that the

respondent understands technology but not too

affected so that it changes their behavior.

Respondent buying behavior tends not to change too

much, it seems only slightly proven because there

are 38% of other respondents who feel that buying

behavior changes due to technological advances.

Data from the following tables regarding the

features of online shopping such as low-priced

products, ease of online shopping, product accuracy,

the convinience payment methods, the result is 56%

agree that when shopping online get cheap prices

and 15 / 34X100% = 44% say when shopping online

get the normal price or the same as being sold in a

shopping center. 74% of respondents found it easy

for online shoping, meaning that online shopping is

easy by looking at sites or social media selling,

choosing products, then communicating with sellers

and making payment processes. In the payment

process, respondents said 82% of respondents said

that the method of paying for online shopping was

easy, 18% of respondents said it was normal and no

one thought the payment method was difficult. In

addition to technical matters in online shopping the

author also wants to know about the accuracy of the

product that reaches the respondent's hand, 74% of

respondents said a slightly different product arrived,

only 21% said the product was exactly the same as

the picture with reality. Product accuracy shows the

quality of the product. The experience of

respondents shows that products that are slightly

different from those in the picture / on the internet

means that the quality is not as good as the image

display on the internet.

Online shopping features that become a technical

factor in making purchases result in the level of trust

in online shopping sites, about the taste of online

shopping and the frequency of online shopping.

Obviously from the data above, 47% of respondents

trust online shopping sites on the internet, 18% had

normal opinions on these sites and 35% did not trust

to shopping sites on the internet. But the statements

of respondents like online shopping is 35%, 21%

feel normal and 44% don't like shopping online.

Large confidence level of 47% is not proven by

feeling like shopping online, because even though

they trust but they say they don't like shopping

online. Like it or not it can be proven from the

frequency of online shopping for respondents, 2% of

spending once every three months, 91% of online

shopping is uncertain.

Additional data collected from respondents is the

type of product they buy online and the reason they

buy the product online. The types of products that

are mostly purchased by respondents are products

for daily needs, household appliances, musical

instruments and other purposes such as makeup and

skin care. When the product purchased, it can be

said that there is no expensive item. If it is related to

the reason for buying the product online, then the

product is obtained at a cheaper price than in the

shopping center, practical and efficient in time.

Although there are respondents who have reason

want to try and be interested in picture of product,

then do online shopping

6 CONCLUSIONS

Respondents who said there was a connection

between understanding Marketing Management and

online shopping but their buying behavior showed

the opposite, not like shopping online or netral.

Respondents understand about technology but

have not been so affected that it changes their

behavior. Respondent buying behavior tends not to

change too much, it seems only slightly proven

because there are 38% of other respondents who feel

that buying behavior changes due to technological

advances.

REFERENCES

Iskandar (2013), Metodologi Penelitian Pendidikan dan

Sosial, Referensi, Ciputat Jakarta.

Kotler, p. & Amstrong, G (2008), Prinsip-Prinsip

Pemasaran, Edisi 12 Jilid 1 ed., Penerbit Erlangga,

Jakarta.

Pratiwi, H. D (2013), Online Shop Sebagai Cara Belanja

Di Kalangan Mahasiswa UNNES, Thesis,

Semarang, UNNES. Viewed 15 Oktober 2018,

http://lib.unnes.ac.id/18067/1/3401409050.pdf .

Sangadji, E. M. & Sopiah (2013), Perilaku Konsumen:

Pendekatan Praktis, disertai: Jurnal Penelitian, Andi,

Yogyakarta.

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