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Abstract
Retail industry has undergone significant changes in the digital era, with companies offering multiple channels for shoppers to purchase goods. As a result, consumers now have more options to make shopping decisions. This study aims to examine how consumers behave when buying goods from a retail store that has multiple channels. The research method used was qualitative, and the sample size consisted of 11 fashion product consumers. The results showed that most of the respondents preferred to use online platforms to purchase fashion products. They used these platforms to check for discounts, promotions, and product information. However, they still made purchases offline when attractive offers were available, or to ensure that the product matched their expectations.
Keywords
Consumer behaviour ; Offline retail ; Omnichannel retail ; Online retail
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 3 No. 2 (2023)
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Section: Articles
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Published: %750 %e, %2023
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License: CC BY 4.0
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Copyright: © 2023 Authors
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DOI: 10.35870/ijmsit.v3i2.1541
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Aulia Uswatun Khasanah
Department of Retail Management
Ilham Karin Rizkiawan
Department of Retail Management
Fahman Hadi Utomo
Department of Entrepreneurship
Uli Yuniarti
Department of Retail Management
Multi Sari Dewi
Department of Retail Management
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