Perilaku Konsumen Terhadap Minat Pembelian Di Toko Sport Dari Konvensional Ke Online Shopping

Abstrak

This research aims to determine and analyze consumer behavior towards conventional sports shops which are entering the era of digitalization with e-commerce. Thisl research usesl the Purposivel Sampling methodl with a qualitative approach. Thel population inl this research arel consumers whol carry out online transactionsl in le-lcommerce. Datal was obtained usingl interviews andl documentation. Basedl on thel results and discussion, itl shows thatl sports shop consumers, that most consumers have made transactions via online media. Consumers feel many advantages when shopping online, including, it is more time efficient, there are many product variants and they can communicate at the same time but with various advantages, there are also disadvantages of online shopping, namely you cannotl see the physicall condition ofl the goodsl directly, while offline shopping you can see the goods. directly. Informants will carry out more sports equipment transactions online than conventionally

Keywords: Consumer Behavior, Conventional Marketing, Online Shopping, sports shop