Abstract
The purpose of this study is to determine the right strategy in dealing with changes in consumer behavior from conventional to online shopping, conducted at Govinda Sport Denpasar. This research uses qualitative methods with descriptive approach. Data collected through in-depth interviews and using Zoom. The informans were determined by purposive sampling. The results show that online shopping provides time efficiency, more product variants and better communication however, consumer cannot see physical condition of the goods directly and the risk of goods being damaged during delivery. Govinda Sport has implemented Marketing Mix strategy in conventional and online stores but the profit obtained from online business are still far less, this is due to the low level of sales and there is no staff who have expertise in digital marketing. The management should hire digital marketing expert, doing promotions on Instagram and encouraging consumers to purchase through online store in marketplace.
 Keywords: consumer behavior, marketing strategies, online shopping, marketing mix
Highlights
The purpose of this study is to determine the right strategy in dealing with changes in consumer behavior from conventional to online shopping, conducted at Govinda Sport Denpasar
The results show that online shopping provides time efficiency, more product variants and better communication however, consumer cannot see physical condition of the goods directly and the risk of goods being damaged during delivery
Berdasarkan temuan penelitian ini, diharapkan untuk dapat mengembangkan strategi pemasaran yang lainnya, karena patut disadari bahwa terdapat beberapa keterbatasan dari penelitian ini yang diantaranya ruang lingkup penelitian terbatas pada wilayah Kota Denpasar, sehingga hasil penelitian ini tidak dapat digeneralisasi untuk konsumen di wilayah yang lebih luas serta mengingat penelitian ini dilakukan dalam jangka waktu tertentu (cross section) sedangkan lingkungan mengalami perubahan, maka penelitian ini penting dilakukan di masa yang akan datang
Summary
The purpose of this study is to determine the right strategy in dealing with changes in consumer behavior from conventional to online shopping, conducted at Govinda Sport Denpasar. Keberadaan E-commerce telah membuat shifting budaya perusahaan di Govinda Sport, yang dulunya hanya bisa menerima transaksi konvensional, sekarang “dipaksa” untuk beradaptasi dengan kemajuan teknologi, seperti yang dikuti dari wawancara berikut ini: “E-commerce mulai merubah budaya ditoko kami, yang dulunya hanya bisa melayani konsumen secara konvensional tapi sekarang kami mau tidak mau harus bisa melayani konsumen melalui media online.” (MW, Komunikasi Personal, 2021)
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