ANALISIS PENGARUH ONLINE SHOPPING TERHADAP PERILAKU PERJALANAN BELANJA MENGGUNAKAN METODE STRUCTURAL EQUATION MODELLING
Searching product informationand buying goods online causes significant changes in travel behavior and shopping trips. Online shopping is expected to reduce shopping trips. The aim of this study is to explore the factors that affect online shopping and its effect on the frequency of shopping trips. This study used structural equation modeling (SEM) for multiplying the relationship between online shopping and shopping trip and the factors influencing it. Data were distributed by online questionnaire and obtained 300 data and 19 data were not used because they never done online shopping. The variables used were 5 variable latent exogenous, 3 variables latent endogenous and 15 variables observed. The result showed that the frequency of searching product information has a positive effect on the frequency of shopping trips and the frequency of online shopping and online shopping has negative effect on shopping trips. These results indicated that, online shopping was additional and substitution of shopping trips. To optimize the benefits of online shopping that reduce the frequency of shopping trips did 4 scenarios. Scenarios were the most effective in reducing the frequency of shopping trips is improving the quality of internet network at home that affected a reduction of 53%from the present level.