Santoso, Agnes Sherly Budi and Valentina, Vania and Kristanti, Monika (2022) Indonesian Consumers Segmentation in Online Food Purchasing. [UNSPECIFIED]
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Abstract
This study aims to examine the segmentation and characteristic of Indonesian consumers during the Covid-19 pandemic in purchasing online food. In this study, lifestyle psychographic and benefit sought behavioral segmentation were taken into consideration. A five-scale Likert questionnaire was distributed to 352 Indonesian people older than 17 years old who have purchased online food. Then the data were analyzed using factor analysis and cluster analysis. The research findings formed five lifestyle factors: trend enthusiast, practical person, outgoing person, well-being, and detail-oriented; and there are three factors of the benefit sought, namely valued oriented, economical person, and thoughtful person. Based on the formed factors, K-means cluster analysis was employed, and it shows that there are three consumer clusters: rational, adventurous, and basic.
| Item Type: | UNSPECIFIED |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economic > Hotel Management Program |
| Depositing User: | Admin |
| Date Deposited: | 12 Dec 2022 17:03 |
| Last Modified: | 03 Apr 2023 15:07 |
| URI: | https://repository.petra.ac.id/id/eprint/20076 |
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