SHOPPING BEHAVIOR OF INDONESIAN CUSTOMER IN MODERN RETAIL

Abstract

The purpose of this study is to analyze the consumer shopping behavior in modern retail. The method used in this research was cross sectional design. The data obtained was processed using quantitative approach with descriptive analysis and carried out by online survey. Population of this study is visitors who visit the groceries store. The sampling technique in this study used convenience sampling method. Sample in this study were 212 respondents. Criteria of respondents are customers who visit modern retailers at least three times in the last month with a minimum age of 17 years. The average expenditure of modern retail customers per shopping activity, both hypermarkets and supermarkets, is in the range of Rp 100.000 - Rp 500.000. The average time of visit hypermarket respondents is 1-3 hours for both men and women. For supermarkets, the average time of visit for woman respondents is <1 hour while men visit 1-3 hours. According to the type of retail, the time of visit to the hypermarket is 1-3 hours while for supermarket <1 hour. For hypermarkets, respondents prefer to pay using debit with a purchase amount of Rp 100.000 - Rp 500.000. Respondents who shop at the supermarket type of payment using cash with expenditure amount of Rp 100.000 - Rp 500.000.

Keywords

• Hypermarkets
• shopping behavior
• supermarkets
• public service