ANALISIS PERBANDINGAN KEPUTUSAN PEMBELIAN ONLINE DAN OFFLINE COSTUMER ARI FASHION SEKEN DI TEMBILAHAN

Abstract

Ari Fashion Seken is a store that sells its products online through social media platforms, namely Facebook and Instagram. The aim of this study is to compare the purchasing decisions of online and offline customers of Ari Fashion Seken in Tembilahan in 2024. This research is a quantitative study. The population of online and offline consumers is known to be 300 customers. Because the population is small, below 10,000, Krejcie and Morgan’s formula is used to select 169 respondents. The data collection techniques employed by the researchers include interviews with Ari Fashion Seken representatives and distributing questionnaires to the store's customers. The collected data is then analyzed using SWOT analysis to determine the strengths, weaknesses, opportunities, and threats regarding the comparison of online and offline purchasing decisions of Ari Fashion Seken customers in Tembilahan