FACTORS INFLUENCING ONLINE PURCHASE IN OMNICHANNEL STRATEGY OF X STORE

Abstract

This research explores the factors influencing online purchasing decisions within the omnichannel strategy of X Clothing Store, focusing on a sample of 100 respondents. Utilizing a combination of univariate until multivariate analyses, the study examines the relationships between various independent variables such as gender, age, promotions/discounts, online stock availability, customer service satisfaction, shipping speed, and product information and the likelihood of making online purchases. Findings reveal that a significant majority of respondents (72%) engage in online purchasing, with key factors such as promotional availability (78%), customer service satisfaction (72%), and clear product information (69%) being crucial determinants of purchasing behavior. The analysis indicates that younger consumers (ages 18-42) are more inclined to shop online, while women exhibit a higher likelihood of making purchases compared to men. Additionally, the results demonstrate that factors such as shipping speed and online stock availability significantly influence purchase decisions. The study underscores the importance of optimizing these factors to enhance customer satisfaction and increase online sales for X Clothing Store. Overall, the findings provide actionable insights that can inform marketing strategies aimed at improving the online shopping experience.