SEGMENTASI PREFERENSI BELANJA ONLINE MAHASISWA FEB UNIVERSITAS DUMAI: IMPLIKASI STRATEGI E-COMMERCE
DOI:
https://doi.org/10.35446/bisniskompetif.v4i2.2376Keywords:
market segmentation, consumer behavior, e-commerce, digital lifestyleAbstract
This study aims to identify online shopping preference segments among students at the Faculty of Economics and Business, University of Dumai, based on demographic characteristics and digital lifestyle, and to provide strategic implications for e-commerce marketers. Employing a quantitative approach and cluster analysis, the research identifies three homogeneous student segments: (1) Pragmatic Shoppers, primarily evening class students who prioritize efficiency and functional value; (2) Digital Trend Followers, predominantly female morning/day class students significantly influenced by influencers and live shopping; and (3) Cautious Consumers, mainly fifth-semester students who are skeptical and focus on transaction security. These findings affirm that effective market segmentation in the digital era necessitates integrating demographic variables with digital lifestyle dimensions, such as social media engagement and digital literacy, to generate more accurate consumer profiles. The results contribute to digital marketing literature by providing a segmentation model specific to university students in a regional higher education context, offering practical guidance for marketers to design personalized, efficient, and competitive strategies.
References
Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Williams, M. D. (2017). Consumer adoption of mobile banking in Jordan: Examining the role of usefulness, ease of use, perceived risk, and social influence. Journal of Strategic Marketing, 25(3), 224-245.
Chen, Z., Cao, Q., Yang, J., & Li, R. (2022). How do live streaming features affect young consumers' purchase intention? The role of social presence and trust. Journal of Retailing and Consumer Services, 64, 102830.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Deni, A., Iswadi, U., Aghivirwiati, G. A., Jusman, I . A., Rineliana, R., Abidin, Z., Tampubolon, D., Kartika, K., Putri, R. D., Rofi'ah, R. (2025). Ekonomi Manajerial Untuk Keunggulan Kompetitif Di Pasar Global. Cendikia Mulia Mandiri.
Estede, S., Setiani, R., Yusnaini, Rineliana, Lestari, E. D., Anwar, H. M., Harahap, S. S., Jenita, Sondeng, S. (2025). Pengantar Ilmu Manajemen Modern. Cendikia Mulia Mandiri
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
Gupta, S., & Singhal, G. (2020). Risk perception and online buying behavior: A segmentation study of online shoppers in India. Journal of Retailing and Consumer Services, 53, 101968.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Heale, R., & Twycross, A. (2015). Validity and reliability in quantitative studies. Evidence-Based Nursing, 18(3), 66-67.
Hwang, J., & Roh, T. (2021). The effects of demographic and psychographic characteristics on mobile shopping: A cross-cultural study. Journal of Global Scholars of Marketing Science, 31(2), 170-184.
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management (5th ed.). Pearson.
Kim, M. J., Chung, N., & Lee, C. (2021). The impact of product reviews on consumer purchase intention: A perspective on online platform attributes and product type. Journal of Retailing and Consumer Services, 58, 102280.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Lee, S. S., Lim, H., & Kang, B. (2018). Segmentation of online shoppers by shopping motivations: A comparison of online and offline shopping. Journal of Retailing and Consumer Services, 42, 14-22.
Nguyen, T. T. T., & Lee, H. (2023). Exploring the drivers of e-commerce adoption and continuous usage in Southeast Asia. Technological Forecasting and Social Change, 188, 122284.
Prasetyo, Y., & Haryanto, A. T. (2022). Pengaruh Promosi Penjualan, Flash Sale, dan Gratis Ongkos Kirim terhadap Keputusan Pembelian Konsumen di Platform Shopee. Jurnal Riset Manajemen dan Bisnis, 17(1), 1-12.
Rineliana, Umalihayati, Nurpribadi, G., Marjukah, A., Alfalisyado, E. R., Nurcholifah, I., Cahyarini, B. R., Sembiring, R. S. R., Samsara, L. (2025). Manajemen Strategik. Cendikia Mulia Mandiri.
Safitri, R. M., & Pradana, M. (2021). Analisis Pengaruh Promosi, Kepercayaan, dan Persepsi Risiko terhadap Keputusan Pembelian di E-commerce di Kalangan Mahasiswa. Jurnal Ekonomi dan Bisnis, 24(1), 74-88.
Saunders, M. N., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students (8th ed.). Pearson Education.
Schneider, G. P. (2020). Electronic Commerce (13th ed.). Cengage Learning.
Suwarto, A., Haryanto, T., & Nugroho, D. S. (2021). Analisis Faktor-faktor yang Memengaruhi Loyalitas Pelanggan E-Commerce Tokopedia. Jurnal Manajemen Pemasaran Modern, 14(2), 115-128.
Tampubolon, D., Khamidah, K., Sutrisno, H., Suprapto, A., Abdussamad, S. N., Masela, M. Y., Rineliana, R., Husain, N. H., Zulhendra, A., Yulianto, A. (2025). Statistika Ekonomi dan Bisnis. Cendikia Mulia Mandiri.
Varghese, M. R., & Chhabra, S. (2022). Impact of digital lifestyle on online shopping behavior of consumers: A study in India. International Journal of Electronic Commerce Studies, 13(1), 1-18.
Wulandari, R., & Firmansyah, M. A. (2023). Pengaruh Konten Video TikTok, Live Shopping, dan Influencer Marketing terhadap Keputusan Pembelian Produk Fashion. Jurnal Ilmiah Manajemen dan Bisnis, 19(1), 89-105.
Downloads
Published
Versions
- 2025-08-12 (2)
- 2025-08-12 (1)
