Perbandingan Pembelian Online dan Offline terhadap Keputusan Pembelian Produk Fashion pada Generasi Milenial Kelurahan Paupire

Abstract

This study aims to identify and analyze differences in fashion product purchase decisions through online and offline purchasing and to describe the purchasing tendency among millennials in Paupire Urban Village, Ende City. The study employed a comparative method with a quantitative approach. The population consisted of 2,257 millennials and the sample comprised 96 respondents selected using the Slovin formula and purposive sampling. Data were collected through observation, questionnaires, and documentation. Data were analyzed using descriptive statistics and a Paired Sample T-Test with SPSS. The results show that the mean score for online purchasing was 35.47, while the mean score for offline purchasing was 31.88. The Paired Sample T-Test produced a t value of 3.711 with a significance value of 0.000 < 0.05, indicating a significant difference between online and offline purchasing. The higher mean score for online purchasing indicates a stronger tendency among respondents to purchase fashion products online. The findings indicate that convenience, practicality, time efficiency, product variety, and digital promotion are important considerations in online purchasing, while offline purchasing remains relevant because consumers can directly see and assess products.

Keywords: Online Purchasing; Offline Purchasing; Purchase Decision; Fashion Products; Millennials