Citation:

Kornelius Gokinson, Prawira Fajarindra Belgiawan. "Trust Dynamics in Smartphone Purchases: Comparing Online and Offline Customer Decision-Making in Banjarmasin, Indonesia" International Research Journal of Economics and Management Studies, Vol. 3, No. 5, pp. 294-299, 2024.

Abstract:

This study aims to understand the factors influencing trust among online and offline shoppers in Banjarmasin in buying smartphones both online and offline and explores their decision-making processes. Using a qualitative research methodology, data were collected through in-depth interviews with both online and offline shoppers. The interviews focused on their decision-making process and experiences related to trust in each shopping mode. Thematic analysis revealed that trust in online shopping is predominantly influenced by reliability and efficiency, with the presence of guarantees and responsive customer service. In contrast, trust in offline shopping is driven by the ability to inspect products physically, face-to-face interaction with sales personnel, and immediate possession of goods. The study also highlights significant concerns among offline shoppers regarding product authenticity, delivery issues, and the lack of a tactile experience in online shopping. While the findings are specific to Banjarmasin and may not be generalizable, they offer valuable insights for retailers aiming to enhance customer trust. For online retailers, providing positive testimonial content is recommended. This study contributes to the literature by providing a comparative analysis of trust factors between online and offline shoppers in a regional context, offering actionable insights for enhancing the shopping experience.

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Keywords:

Customer Trust, Online Shopping, Offline Shopping, Customer Decision Making, Banjarmasin, Qualitative Study.