Resumen de Consumer Behavior Shifting in the Era of Disruption in Indonesia

Dewi Indriani Jusuf

• Purpose: This study is aimed at knowing and understanding the changes of the business organizations relating to their marketing strategies in Indonesia and its affecting factors   Theoretical Framework: the business organizations change because of the external factors, namely disruptive technology that transforms the conventional business transaction into the online business transaction. Due to the communication technology advances, most of the consumers prefer to conduct the online purchase; accordingly most Indonesian business organizations provide the online purchase transaction means. This, then, causes shifting consumer behavior from the face to face purchase transaction into the online purchase transaction.    Design/methodology/approach: this research is based on the quantitative approach in which the problem statement is solved using statistical analysis in the forms descriptive explanation  and hypothesis testing . Besides, the meta-analysis is used to trace back previous similar studies from which the writer use as theoretical references and supporting findings. Hypothesis testing is done using Pearson Product Moment correlation.

    Findings: From the research, the writer finds the following matters: 1) currently, the Indonesian consumers prefer the online purchase compared to face to face one; 2)  the shifting of consumer behavior from the conventional behavior into the online one triggers changes to the business organization; 3)  the most affected aspect of business organization is the marketing strategy that conform to the online consumer behavior; 4), due to the online demand of the Indonesia consumers, most of big companies in Indonesia develop the online services. Thus, it can be concluded that there is a significant relationship between   consumer behavior shifting from the conventional behavior into the online one with the business organizational changes in Indonesia in connection to the online marketing strategy.

    Research, Practical & Social implications: This study give impact on how the business organizations in Indonesia should provide better services to their consumers, especially in buying transaction that will be conducted by respective consumers. So the consumers  will obtain more satisfaction.

    Originality/value: This study gives contribution of further researches that will be done by other researchers relating to the online consumer behavior.