PENGARUH E-COMMERCE TERHADAP GAYA BELANJA KONSUMEN

Abstract

Abstract

The development of information and communication technology has driven a transformation in consumer behavior through the utilization of e-commerce platforms. This study aims to analyze the influence of e-commerce on changes in consumer shopping behavior in the digital era. The research employs a library research method by reviewing various scientific literature, academic journals, and reports related to e-commerce development and consumer behavior. The findings indicate that e-commerce has a significant impact on changing consumer shopping patterns through ease of access, time efficiency, product diversity, and personalization features offered by digital platforms. In addition, consumer reviews, digital promotions, and electronic payment systems also influence purchasing decisions. On the other hand, the growth of e-commerce has the potential to increase consumerism and impulsive buying behavior. Therefore, improving digital literacy and consumer awareness is essential to ensure that online shopping activities are conducted more wisely. The findings of this study provide an overview of changes in consumer behavior as a consequence of the development of the digital economy in Indonesia.

Keywords: Consumer Behavior; Shopping Behavior; Digital Economy; Online Shopping; E-Commerce