PREFERENSI BELANJA MASYARAKAT MILLENIAL DENGAN PENDEKATAN STUDI KOMPARASI DI PASAR DIGITAL DAN PASAR KONVENSIONAL

Abstract

ABSTRAK : Berdasarkan data survey aktifitas belanja melalui internet menunjukkan trend yang positif meningkat setiap tahunnya. Tujuan penelitian ini mengetahui preferensi konsumen millenial dalam belanja melalui studi komparasi antara pasar konvensional dengan pasar digital, hasil penelitian ini memberikan literasi kepada pelaku usaha untuk mengembangkan usahanya melalui penentuan pasar yang tepat. Metode penelitian kuantitatif dengan pendekatan studi komparasi. Berdasarkan hasil yang diperoleh sebanyak 100 orang responden menunjukkan bahwa 92% belanja di pasar digital lebih mudah dibanding pasar konvensional, terkait berdasarkan kecepatan dan kenyamanan pembelanjaan serta efisiensi waktu dengan berbelanja melalui aplikasi toko digital. Hasil uji validitas nilai koefisien korelasi (r_hitung) > nilai r_tabel 0,1946 dan nilai cronbach’s alpha variabel preferensi belanja masyarakat millenial di pasar digital dan konvensional sebesar 0,748 dinyatakan reliabel dan semakin baik karena mendekati indeks 1. Berdasarkan preferensi ini, peningkatan pengetahuan mengenai pentingnya dalam pemilihan wadah, tingkat kenyamanan dan keamanan dalam berbelanja menjadi preferensi yang utama konsumen berbelanja.

Kata Kunci: Masyarakat Millenial; Pasar Digital; Pasar Offline; Pasar Online; Pasar Konvensional

 

ABSTRACT : Based on survey data on shopping activities via the internet, it shows a positive trend increasing every year. The purpose of this study is to determine millennial consumer preferences in shopping through a comparative study between conventional markets and digital markets. The results of this study provide literacy to business actors to develop their business through determining the right market. Quantitative research method with a comparative study approach. Based on the results obtained by 100 respondents, it shows that 92% of shopping in digital markets is easier than conventional markets, related to the speed and convenience of shopping as well as time efficiency by shopping through digital shop applications. The results of the validity test of the correlation coefficient value (rcount) > the rtable value of 0.1946 and the Cronbach's alpha value of the shopping preferences variable of millennials in digital and conventional markets of 0.748 are stated to be reliable and getting better because they are close to index 1. Based on this preference, increased knowledge about the importance of the selection of containers, the level of comfort and safety in shopping are the main preferences of consumers shopping.

Keywords: Millennial Society; Digital Market; Offline Market; Online Market; Conventional Market