Abstract
Online shop is one of the changes that are caused by the internet in terms of innovation transaction models. Transaction proces that does not require physical contact is an interesting phenomenon to be studied. Goals to be achieved in this paper is to describe the phenomenon of the rise of online shop and find out the factors that drive how to shop using online shop. This study, using qualitative methods. The analytical method used is qualitative descriptive analytical method which consists of data collection, data reduction, data presentation and conclusion. The results showed a trend Online shop has been largely replaced conventional shopping models. choosing the online shop for time efficiency is offered as well as the availability of adequate access. The study was limited because qualitative methodologies can not make generalizations, there is further expected that similar studies using quantitative methods. Keywords : Online Shopping, Social Embededness, social interaction, social change.
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