Analisis Perubahan Perilaku Konsumen Dalam Transisi Belanja Konvensional Ke Digital Dan Implikasinya Terhadap Strategi E-Commerce
Keywords:
Perilaku Konsumen, E-commerce, Transformasi Digital, Pemasaran DigitalAbstract
Penelitian ini bertujuan menganalisis perubahan perilaku konsumen dalam peralihan dari belanja konvensional ke belanja digital serta melihat dampaknya terhadap strategi e-commerce. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, dokumentasi, dan studi literatur. Hasil menunjukkan bahwa konsumen digital cenderung lebih mengutamakan kemudahan, efisiensi waktu, harga yang kompetitif, promosi menarik, dan pengalaman belanja yang praktis. Selain itu, media sosial, ulasan konsumen, influencer, dan sistem pembayaran digital juga cukup berpengaruh terhadap keputusan pembelian online. Temuan ini menunjukkan bahawa pelaku e-commerce perlu menyesuaikan strategi pemasaran, memperhatikan pengalaman pengguna, dan membangun kepercayaan konsumen melalui layanan berkualitas.
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