JEFMS Journal

ABSTRACT:

Digitization has become something that is inherent in people shopping habits. This study proposed and tries to investigate whether the Industrial Revolution 4.0 has dominated people's shopping behaviour to electronic shopping (e-shopping), and to find out the factors influencing it. Using purposive sampling and supported by questionnaire instruments, the research takes Yogyakarta City as a case study, considering its relatively modern society and good in education. The results showed that the people prefer to conventional shopping, although online shopping will save the time and can be accessed at anywhere. The frequency of shopping online only 1-3 times a month on average, although 96% of respondents have an online shopping app. What's surprising is only 10-20% of their income which used for online shopping. Since 25% of their income is saved, it means that the proportion of income for offline shopping is between 55-65%. The people also more sure about the quality of goods in the offline market because they can see it directly. Overall, this study breaks the opinion that the Industrial Revolution 4.0 has changed people's shopping behaviour to online transaction.

KEYWORDS:

Shopping Behaviour, online shopping, Industrial 4.0, Yogyakarta.

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