Russian Journal of Agricultural and Socio-Economic Sciences (Nov 2023)
EVALUATION OF DISAPPOINTMENT IN PURCHASING DAILY NEEDS PRODUCTS ONLINE ON THE INDONESIAN ONLINE MARKET: A SURVEY ON GENERATION Z
Abstract
E-marketing exposure in the field of online marketing can promote the growth of new and experienced business owners who benefit from the ease of online marketing, as well as the expansion of small and large industries, merchants, and dropship. Due to the Covid-19 pandemic, online sales have increased by 480% very quickly, but the number of online shops in the Indonesian online market has decreased. 13 markets disappeared from the Indonesian online market, both the Indonesian market and foreign markets located in the Indonesian online market. Indonesian online market, this is a big question mark, why is that? In the face of fierce online competition and an abundance of online offerings for goods and services, it is relatively simple for online marketers to conduct online marketing in the hopes of increasing online sales. It is very easy for online marketers to carry out online marketing to maximize online sales with the hope that the market will always be the customer's first choice amidst intense online competition and excessive online product or service offerings. The media makes E-marketing exposure not in accordance with the expectations of online customers. The purpose of this study is to analyze the factors that influence online shopping regret by measuring the effect of online attitudes on prices, online impulsive behavior and product attitudes resulting from continuous online marketing. This study uses a structural equation model to test the hypothesized relationships. The non-probability sampling approach and the purposive sampling method were used to sample the population of this study, which included 182 respondents who had made online transactions in Indonesia. Quantitative multiple regression analysis was used as an analytical tool used to test hypotheses. Based on the results of this study, exposure to e-marketing convenience products has the greatest influence on attitudes towards online products, followed by Attitude toward prices Online, and has the smallest effect on online impulsive behavior. Meanwhile, exposure to e-marketing and online impulsive behavior had the greatest effect on online shopping regret, while Attitude toward price Online had a significant negative effect on online shopping regret. From a practical point of view, online stores must be able to maintain customer retention by reducing online shopping regrets. When planning online advertising and the suitability of advertising content, marketing must emphasize the suitability of advertised online sales products and services for purchasing efficiency advertised product marketing era 4.0 online market marketing environment in Indonesia.
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