Cross-Cultural Online Purchase Intentions and Behavior between Ethnic Group
Abstract
In the digital era, online purchasing has become integral to consumer behavior, influenced by complex cultural factors. Fundamental theories like the Theory of Planned Behavior, Technology Acceptance Model, and Diffusion of Innovation Theory effectively predict human behavior in determining interest and attitudes toward online purchasing. This study examines online shopping levels and cross-cultural consumer behavior among ethnic groups in Yogyakarta and Bandung. Data were collected through surveys of individuals actively engaged in online purchases in these regions. Simple Random Sampling selected samples from the e-commerce user population in Bandung (616,109) and Yogyakarta (161,031), with 50 respondents from each area. Simple linear regression was used to analyze the relationship between cultural factors and purchasing behavior. Findings provide an in-depth understanding of how cultural factors influence consumer decisions, offering guidance for businesses to adapt marketing strategies to local purchasing cultures. This research offers insights into online shopping preferences and behaviors across different cultural environments in Indonesia, enabling businesses to tailor customer services to meet local cultural needs and preferences.
References
Bajpai, A., & Lee, C. W. (2014). Online Buying Behavior: A Cross Country Study Between India and Taiwan. International Journal of Research in Finance & Marketing
Bogdan, R. C., & Biklen, S. K. (1982). Qualitative research for education:anintroduction to theory and method. Boston: Allyn and Bacon. Inc.
Budiman, S. (1997). Pengaruh faktor kebudayaan terhadap keputusan pembelian oleh konsumen. BINA EKONOMI.
Datanesia. (2022, July 28). 10 Wilayah E-Commerce Terbesar di Indonesia. Datanesia.Id.
Dea, R., Macdhy, N., Mariam, S., & Sudrajat, A. (2022). PENGARUH BUDAYA TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN INDOMIE. Management Insight: Jurnal Ilmiah Manajemen ISSN, 17(2), 161–171. https://doi.org/10.33369/insight.17.2.161-171
Delice, A. (2010). The Sampling Issues in Quantitative Research.
Dwi Setyo Irawanto, Herry Gunawan, Marhamah Muthohharoh, Novitasari, M. G. R., & Amalia Hasyyati. (2022). 10 WILAYAH E-COMMERCE TERBESAR DI INDONESIA.
Hassanein, K., & Coursaris, C. (2001). Understanding m-commerce: A consumer-centric model. https://www.researchgate.net/publication/228936046
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior : building marketing strategy. McGraw-Hill Irwin.
Ikayanti, M., & Inayati, I. (2021). Efektivitas Pemeriksaan Pajak: Sebuah Tinjauan Literatur. Syntax Idea, 3(11), 2436. https://doi.org/10.36418/syntax-idea.v3i11.1579
Kotler dan Keller. (2012). Manajemen Pemasaran.
Kustiawan, W., Siregar, S. H., Muthmainnah, I., Syahfitri, N., Pratiwi, R. A., Rizky, M. A., & Ritongga, S. (2022). Komunikasi Organisasi, Seperti: Cultural Approach to Organization, Strukturisasi Model Weberian, Critical Theory of Communication. JURNAL TELEKOMUNIKASI, KENDALI DAN LISTRIK, 3.
Mujiyana, & Elissa, I. (2013). ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN VIA INTERNET PADA TOKO ONLINE Mujiyana, Ingge Elissa. In J@TI Undip: Vol. VIII (Issue 3). www.internetworldstats.com
Nuryakin. (2021). EKMA6109 Edisi 1 MODUL 01 Memahami Perilaku Konsumen.
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284
Praharjo, A. (2019). PERILAKU PEMBELIAN SECARA ONLINE GENERASI MILENIAL INDONESIA. Jurnal Manajemen Dan Bisnis Media Ekonomi, XIX.
PRASETYO, T., & TRI BODROASTUTI, T. (2012). Faktor-Faktor Yang Mempengaruhi Perilaku Pembelian Konsumen (Studi pada Toko Oli Lancar Widodo Semarang) Factors That Influence Consumer Purchasing Behavior (Study at Lancar Widodo Oil Store Semarang) TEGUH PRASETYO TRI BODROASTUTI.
Santoso, J. T. (2021, October 11). Ketahui Faktor Apa Saja Yang Menentukan Target Pasar. Stekom.Ac.Id.
Sazali, H., & Rozi, F. (2020). Belanja Online dan Jebakan Budaya Hidup Digital pada Masyarakat Milenial. JURNAL SIMBOLIKA: Research and Learning in Communication Study, 6(2), 85–95. https://doi.org/10.31289/simbollika.v6i2.3556
Solomon, M. R. (2007). Consumer Behavior: Buying, Having, and Being. Pearson Prentice Hall.
Sudirjo, F., Muhtadi, M. A., Erica, D., Manik, M., Tinggi, S., Ekonomi, I., & Prasetya, E. (2023). Faktor-Faktor yang Mempengaruhi Perilaku Pembelian Konsumen secara Lintas Budaya. In Jurnal Ekonomi dan Kewirausahaan West Science (Vol. 1, Issue 03).
Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta, CV.
Sugiyono. (2018). Metode Penelitian Kuantitatif. Alfabeta.
Suharto. (2016). PENGARUH BUDAYA TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN VARIABEL SOSIAL DAN PRIBADI SEBAGAI MEDIASI PRODUK AIR MINUM KEMASAN. (Sudi Empiris, 10.
Suki, N. M., & Suki, N. M. (2013). Consumer Online Shopping Behavior: The Effect of Internet Marketing Environment, Product Characteristics, Familiarity and Confidence, and Promotional Offer. International Journal of Social, Education, Economics and Management Engineering.
Triyanto. (2018). PENDEKATAN KEBUDAYAAN DALAM PENELITIAN PENDIDIKAN SENI. Jurnal Imajinasi, XII.
Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model (Vol. 41).
