Understanding the Influence of Consumer Demographics and Factors Driving Online and Offline Shopping: Implications for Businesses and Policymakers in Antique

Abstract

This study explores the influence of consumer demographics on preferences for online and offline shopping in the province of Antique. With the rapid growth of e-commerce and the changing retail landscape, understanding the factors that drive consumer decisions is crucial for businesses and policymakers. A quantitative research design was employed, and data was collected through an online questionnaire distributed to consumers in Antique. The results indicate that there is no significant relationship between demographic characteristics (gender, age, educational attainment, marital status, and occupation) and the preference for online or offline shopping. However, convenience, access to customer reviews, competitive prices, and the ability to compare items were identified as key factors driving online shopping preferences. On the other hand, the sensory experience, immediate product availability, personalized customer service, and the avoidance of shipping fees and delays were significant factors for offline shopping preferences. Businesses in Antique should focus on establishing a strong online presence, optimizing websites, and providing competitive pricing. They should also enhance the offline shopping experience and adopt an omnichannel strategy. Policymakers can support businesses by promoting e-commerce development and facilitating digital literacy programs. By aligning their strategies with these findings, businesses and policymakers can effectively cater to consumer preferences and drive growth in the province of Antique.