Perilaku Konsumen Dalam Pemasaran Online Dan Offline

Jein Sriana Toyib

doi:10.31004/riggs.v4i2.1701

Authors

Jein Sriana Toyib Universitas Papua

DOI:

https://doi.org/10.31004/riggs.v4i2.1701

Keywords:

Pemasaran, Daring, Luring, Perilaku Konsumen, Gender

Abstract

Keputusan konsumen dalam melakukan konsumsi terhadap suatu produk sangat berkaitan erat dengan sarana distribusi yang tersedia. Berbagai faktor memengaruhi pemilihan saluran pembelian oleh konsumen, baik dari sisi eksternal seperti saluran distribusi dan harga, maupun dari sisi internal seperti tingkat kepercayaan dan kenyamanan yang dirasakan.Tulisan ini membahas perilaku konsumen dalam pengambilan keputusan pembelian melalui saluran daring (online) maupun luring (offline). Dengan pendekatan filosofis yang sederhana, artikel ini membangun kerangka konseptual berdasarkan tiga puluh satu literatur yang relevan dan dipilih secara cermat sesuai dengan tujuan penulisan. membangun kerangka konsep dari tiga belas literatur yang relevan dan dipilih sesuai tujuan penulisan artikel ini. Penyedia layanan harus memahami perilaku konsumen dalam melakukan keputusan pembelian melalui saluran oline maupun ofline melalui persepsi atas kebermanfaatan, persepsi atas biaya, persepsi atas kepercayaan, persepsi atas kesenangan, serta perbedaan gender, sehingga penyedia layanan dapat memperoleh wawasan yang lebih dalam mengenai perilaku konsumen dalam memilih saluran pembelian. Dengan demikian, strategi distribusi produk dapat difokuskan secara lebih tepat guna dan efektif sesuai dengan preferensi konsumen.

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