Online Shopping Behavior in the House of Household Productive Age

Sri Widiyanti

and Nina Dewi Lashwaty

STMIK Cipta Darma Surakarta, Veteran street, Notosuman, Singopuran, Kartasura, Sukoharjo, Central Java, Indonesia

Keyword: online shopping, attitude, trust, user behavior

Abstract: In community behavior in the e-commerce business ease is a challenge for companies to meet the needs and

desires of their customers. The purpose of this study is to determine consumer behavior among productive

housewives to shop online. The sample used in this study is housewives in the school environment. This

research method uses a survey method with the number of respondents 30 housewives in a school environment

who have made online purchases on the market place. Data analysis techniques use Structural Equation

Modeling (SEM), component based pastial least squares (PLS). The results showed that attitudes toward

online shopping were more influenced by vendor selection and consumer confidence in vendors. For this

reason, online business people need to introduce their web trust to various media, as well as the completeness

of information and the attractiveness of web design is also very influential on consumers. The completeness

of the website design, and the information and convenience in it is a marketing strategy so that it can be a

determinant in making online shopping decisions.

1 INTRODUCTION

The development of information technology and

computers, in this case the internet led to the

formation of a new world which is often referred to

as cyberspace. So every individual has the right and

ability to interact with other individuals without any

restrictions that can prevent him. The impact of the

presence of internet information technology is that the

business sector is the sector that most feels it.

Through e-commerce, a lot of people use it both

by selling and shopping online. The ease of access to

the internet both via wifi and mobile devices makes it

easy for the public to access information about a

product or service that they are looking for plus the

promotion conducted by e-commerce companies in

offering goods and services, (I putu Agus Eka

Pratama, 2015)

Changing people's behavior in the e-commerce

business is a challenge for companies to meet the

needs and desires of their customers. Based on data

released in Kompas.com article in 2017, the number

of internet users in Indonesia reached 143.26 million

people. This figure increased compared to the

previous year, namely in 2016 which recorded 132.7

million people. The data is the result of a survey

conducted by the Indonesian Internet Service

Providers Association (APJII).

When it comes to the most commonly used devices

for online shopping, the use of mobile phones is

increasingly popular. Indonesia is in the top ranking

globally in terms of mobile phone use for online

shopping together with the Philippines, Vietnam and

Thailand; and all countries in the Southeast Asia

region score above the global average. More than six

in ten Indonesian consumers (61%) said they would

use the most mobile phones to shop online, while

more than half (58%) of consumers said they would

use computers. The use of tablets as a means to access

online retail sites is also increasing, with more than a

third (38%) of consumers saying they will use it to

shop online. This can be seen in the following graph.

Figure 1. The most frequently used device to shop online

Source: Nielsen Global Survey of E-Commerce, Q1 2014

Indonesia is one of the countries that has the

largest online market in the world which is inhabited

by 104 million internet users. The large number of

internet users has placed Indonesia as one of the sixth

largest countries in the world to access the internet.

3060

Widiyanti, S. and Lashwanty, N.

Online Shopping Behavior in the House of Household Productive Age.

DOI: 10.5220/0009946630603065

In Proceedings of the 1st International Conference on Recent Innovations (ICRI 2018), pages 3060-3065

ISBN: 978-989-758-458-9

The following data shows the position of internet

users.

Figure 2. Amount and projection of the number of internet

Source : www.emarketer.com

2 LITERATURE REVIEW

2.1 Internet Technology

The internet is a revolution that changes our

economic and social world. For this reason various

studies have attempted to uncover the factors that can

accelerate the adoption of the internet, (Candra &

Dadang, 2013). The internet is also a global network

that connects computers spread throughout the world.

Indirectly the internet has a major influence in the

development of knowledge and worldview.

Initially, the internet was a computer network

formed by the United States Department of Defense

in 1969, through the ARPA project called

ARPANET. The initial purpose of the construction

project was for military purposes. At that time the US

defense department made computer network systems

spread by connecting computers in vital areas to solve

problems in the event of a nuclear attack and to avoid

the occurrence of centralized information, which in

the event of a war can be easily destroyed.

2.2 Web Technology Development

It is a page of information provided through the

internet so that it can be accessed throughout the

world as long as it is connected to the internet

network. The website is also a collection of pages that

display information on text data, still or motion

picture data, animation data, sound, video, and / or a

combination of all of them, both static and dynamic

which form a series of interrelated buildings where

each is connected with page networks (hyperlinks).

The website became known in Indonesia around

1998, where only large companies were able to own

it. Website functions are not only as a means of

promotion, but also as an effort to increase the

prestige of a company, so that it has made many

entrepreneurs dare to spend high enough to have this

online media.

2.3 Promotions and Advertising Media

Promotion is a one-way information created to direct

a person or organization to take action. Each form of

promotion is used to provide information, persuade or

invite to take actions according to the wishes or goals.

The reason for advertising on e-commerce (internet)

is because now consumers are starting to move to the

internet, because they move then the advertising

media must follow it, assuming that the goal of

advertisers everywhere is to reach their targets

effectively and efficiently.

The types of advertising media on the internet

include (1) banners are the most common type of

advertising used on the internet, (2) rectangular

advertising, shaped like a banner but larger, (3)

skyscraper ads, stretched horizontally, (4)

sponsorship ads are sponsorships on web pages, (5)

interstitials are dynamic advertisements on the

internet, (6) classified ads are opportunities for local

advertisers with limited access, (7) Meta

advertisements displayed on search results pages,

specific to those searches , (8) E-mail by buying e-

mail addresses and sending information to people in

the list, and (9) Chat rooms are virtual meeting rooms

where groups come regularly to chat. (Suyanto,

2003).

2.4 E-Commerce

Sale or purchase of goods and services, between

companies, households, individuals, governments

and other communities or organizations, which are

carried out through computers on network media.

Through e-commerce, a lot of people use it both by

selling and shopping online. The ease of access to the

internet both via wifi and mobile devices makes it

easy for the public to access information about a

product or service that they are looking for plus the

promotion conducted by e-commerce companies in

offering goods and services, (I putu Agus Eka

Pratama, 2015).

The advantages and risks of transacting in e-

commerce are: a) revenue stream, which may be more

promising, which cannot be found in traditional

shopping systems, b) can increase market share, c)

Online Shopping Behavior in the House of Household Productive Age

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reduce operating costs (operating costs ), d) widen the

reach, e) increase loyal customers, f) shorten

production time and production range, g) improve

supplier management. While the risk gained when

transacting in e-commerce, in terms of business, there

are system abuse and failure, including: a) financial

loss directly due to fraud, b) theft of valuable

confidential information, c) loss of business

opportunities due to service interruption, d) use of

access to sources by other parties who are not entitled.

2.5 Online Shop

Shopping online is an activity to purchase products

either goods or services through internet media.

Online shopping activities include Business to

Business (B2B) and Business to Consumers (B2C)

activities. While the research on online shopping

activities is associated with B2C because the intended

purchasing activities are purchasing activities used by

consumers themselves, not resold. Online shopping

activities here are retail transactions with individual

buyers, so online shopping here is a purchase decision

made by individuals online. One of the benefits of

online shopping is that prospective buyers can see

first (products) that they will buy through the web

offered by the seller. This activity is often called

searching.

Kotler and Armstong (2004) explained that

purchasing decisions are actions or behavior of a

person in making a decision to choose a product both

in terms of the type and quantity of the product itself.

The decision process itself has at least five stages

including need recognition, information seeking,

evaluating alternatives, determining purchases and

buying behavior which are generally satisfaction with

the choice of decisions taken. Factors that influence

purchases are generally related to feelings and

emotions. Kotler and Keller (2013) explain that the

decision-making process is always related to

unexpected situations and attitudes toward

purchasing.

2.6 Online Shopping Attitude

Attitude is a form of feeling that is favorable or

unfavorable. Thus, the attitude basically shows a

mental condition or certain rationality that reflects a

personal view of an object or concept. This view can

be a positive view (useful) and a negative

(destructive) view. Online shopping attitude here is a

very important factor in the process of making online

purchasing decisions.

Breckler (1984) identifies three dimensions of

attitude, namely the cognitive dimension, the

affective dimension and the conative dimension.

Cognitive dimension is a dimension that refers to an

individual's belief in an object. Affective dimension

is a dimension that involves feeling by a stimulus

from the individual's heart. Meanwhile, the conative

dimension relates to the tendency of an individual to

behave on an object.

This attitude of online shopping is basically a

person's response to a purchase transaction activity.

This response may be beneficial or even harmful.

Keller (1993) further adds that the attitude towards

online shopping is to reflect consumer responses to

the online shopping system offered. The strong or not

desire of someone to shop online will depend on the

size of the benefits received when shopping online

compared to the risks that might be experienced (Yu

& Wu, 2007). From this explanation a hypothesis can

be put forward with regard to the attitude of online

shopping with the reliability of online purchasing

decisions.

2.7 Internet Users based on Housewife

Work

APJII (Indonesian Internet Service Providers

Association) has announced the results of a survey of

Indonesian Internet User Statistics in 2016. Most

internet users are either Workers or Self Employees

of 82.2 million or 62%. The next order of internet

users is housewives (IRT) of 22 million or 16.6%.

Online shop is actually similar to an offline shop

or a real world shop in general. The trend of online

stores is indeed an alternative business choice in the

internet era, people are very interested and have

online stores on the internet. The process of buying

and selling transactions in the online shop is carried

out by giving requirements to prospective customers,

namely registration as a member who can then order

products. After that consumers pay for products

purchased using bank transfers or credit cards.

Owners or providers of online stores will send these

products to consumers (Wicaksono, 2008).

The survey results from APJII (Indonesian

Internet Service Providers Association) showed that

in 2016 internet users who were housewives were

16.6%. According to indotelco.com (2018) In this all-

digital era, mothers are increasingly getting various

conveniences. Not only looking for info about health

and child development, through the internet, today's

mothers can buy various needs with just one click or

click. Of the many online shopping platforms, Shopee

is the main choice for mothers (73% of respondents

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selected), followed by Tokopedia (54%), Lazada

(51%), and although they cannot fully enter the e-

commerce category, Instagram is also explored.

mothers for online shopping (50%).

From the survey above it is seen, mothers choose

to shop online, one of the biggest reasons is to avoid

the hassles of shopping outside the home with

children. In addition there are 3 other main reasons

mothers shop online, which can be done anytime and

anywhere, save time, and compare prices easily.

Besides comparing prices, I also like the ease of

comparing the quality of goods through reviews on

the internet. As many as 94% of respondents made a

purchase after seeing recommendations online, and

28% made a purchase after seeing reviews from the

parenting site, indotelco.com (2018). Shopping

online also has several risks. According to Turban et

al. (2004) there are 5 risks faced by consumers. First,

the incompatibility of the product ordered with the

photo or picture displayed, both the damage to the

item received, the third mistake in the packing that

raises the order error, the fourth item is not sent

because it is damaged or lost, the fifth appearance of

fraud. To minimize the risk that there are sellers and

buyers need to check the security of existing online

businesses.

Based on the explanation above, there are many

factors that influence buyers in making decisions in

online shopping. Shim, Shin & Nottingham (2002)

explained that online buying behavior is very

dependent on the availability of information, the

attractiveness of website design, and the ease of

transaction. This attitude will lead to someone's

decision to make an online purchase. In this study the

formulation of the problem proposed is how online

shopping behavior among housewives, and the

influence of the use of e-commerce web contained in

it which includes the completeness of the website,

vendor selection and customer satisfaction.

The focus of the problem taken in this study

was online shopping behavior among housewives

aged 25-40 guardians of Al Huda Surakarta

kindergarten students, most of whom were waiting

for their son or daughter in the school environment.

They spend their free time using their gadgets to shop

online or just look - see promos.

3 GENERAL DESCRIPTION OF

RESPONDENTS

Respondents in this study were those who had done

online shopping transactions that were consumed /

used alone in this year. Online products purchased are

products offered by sites from Indonesia. Distribution

of questionnaires using People-Assisted-Method ie

respondents assisted in filling out questionnaires, so

that there were no questionnaires that were missed or

returned. The number of online buyers is 30

respondents. From these 30 questionnaires, it can then

be detailed based on demographic aspects (gender,

age, educationand work) as well as motive aspects of

buying reasons and methods of purchase).

Table 1: Respondents According to Demographics

Gender Ammount

Female 30

Age

17-25 10

26-35 15

36-45 5

>=46 0

Education

SD/SMP 3

SMA/SMK 8

Diploma III 10

S1 8

S2/S3

Table 2: Results According to Products Purchased

Types of products Amount

Household appliances 10

Clothing, accessories 12

Electronic equipment 2

Computer equipment 3

Others 3

Table 3: Buying Behaviour

Equipment used Amount

Handphone 27

Laptop 3

Purchase Reasons

Vendors are known 5

Cheaper price 18

More choices 5

More information 2

Others

Payment method

Internet banking 12

ATM 15

Credit card 3

Others

Online Shopping Behavior in the House of Household Productive Age

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4 METHOD

This research under study is an online product offered

by sites originating from Indonesia. Suppose shopee,

tokopodia, olx and many more. The population of this

study is everyone who has made an online purchase

transaction.

This study in data collection using survey

methods. In this survey information was collected

from respondents through questionnaires.

Questionnaires are designed for housewives who

have made transactions at least twice.

In filling out this questionnaire using a Likert

scale to determine the level of student assessment

which consists of choices (optional) and scores,

namely: 4 (strongly agree), 3 (agree), 2 (disagree),

and 1 (strongly disagree). Distribution of this

questionnaire is people assisted survey, in this case

the researcher waits in filling out the questionnaire,

the purpose of this technique is if there is no clarity in

the filling, even the questions submitted in the

questionnaire can be immediately informed

according to instructions.

This study uses a survey method. In this survey

information was collected from respondents through

questionnaires. This sampling technique is based on

several criteria, namely; 1) Housewives among

guardians of Al-Huda Surakarta kindergarten

students aged 25-40 years, 2) Willing to fill out the

questionnaire provided, 3) have done online shopping

transactions. Respondents taken in this study

amounted to 30 people, they filled out the

questionnaire provided.

5 RESULT

After obtaining the results of the questionnaire, then

the data is processed and analyzed. All data has been

recapitulated in Ms Excell then saved with CSV

format. After the data is stored then it is imported into

the SmartPLS program that has been installed on the

computer. Then the paperwork storage will appear by

creating a folder to create data related to activities that

are run with smartPLS.

After the questionnaire data along with the

indicators that have been determined appear on the

PLS worksheet, the next step is to create a research

model that displays the variables, each of which is

illustrated by each indicator. The indicator here is

symbolized by x and y, while the variable consists of

complete website (KW), complete website (KP), and

shopping attitude (SB).

Construction or variable KW are each measured

using 3 indicators namely X11, X12, X13. KP

variables are measured using indicators X21, X22,

X23. The variable SB is measured using the indicator

X31, X32, X33. The direction of the arrow between

the indicators and the construct shows that research

uses reflective indicators that are relatively

appropriate to measure perception.

Testing with PLS begins with testing the

measurement model to test the construct validity and

reliability.

After the data were analyzed through validity and

reliability tests using the Structural Equation

Modeling (SEM) model and the results of its

processing with the help of SmartPLS, the results

obtained are as follows.

Figure 3. Results of the SEM model

Based on the results of the model, the results of the

analysis are as follows:

Table 4. Analysis results

Symbol Results

PVSB 0,810

PVKB 0,847

KWSB 0,660

KWKB 0,680

KPSB 0,712

KPKB 0,942

SBKB 1,814

Based on the table shows that the online shopping

behavior of housewives in the Al-Huda kindergarten

environment shows that vendor selection (PV) e-

commerce or market place has a very direct effect on

online shopping decisions, namely 0.847. As for the

completeness of the website (KW), the online

shopping decision is 0.680. Customer satisfaction

(KP) also affects shopping decisions (KB) with a

value of 0.942 so that the attitude to shop online (SB)

is 1.814.

The results of this analysis attitudes towards

online shopping are more influenced by vendor

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selection and consumer confidence in the vendor. For

that, online business people need to introduce their

web trust to various social media such as Instagram,

Twitter, Facebook, WhatsApp and so on. Besides

that, it can also be equipped with blogging so that the

marketing strategy can be broadly reached by various

groups. Likewise, the completeness of information

and an attractive web design also have a very

significant impact on consumers.

The consumers will see the first time from the web

design, how the tool is used, the writing on the

website. Besides that in the marketing strategy how

to maintain reputation, the quality of a product is also

very influential in the trust in a web provider. The

completeness of the website design, and the

information and convenience in it is a marketing

strategy so that it can be a determinant in making

online shopping decisions.

6 CONCLUSIONS

After this research was held, conclusions can be

drawn from the attitude of online shopping for

consumers among housewives in the Al-Huda

kindergarten environment as follows:

1. The choice of e-commerce vendors has a high

value, related companies must make a lot of

improvements in various things, because it

influences the shopping decisions.

2. Complete website design along with the ease and

information in it. Web designers make it as

attractive as possible to face competition in

various vendors

3. Customer satisfaction also shows someone's

attitude in shopping online.

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