Online Shopping Preferences and Behaviors of Bajo Fishermen in Popisi Village, Banggai Laut Regency, Indonesia

This study aimed to investigate the online shopping behavior of the fishing community in Popisi Village, whose livelihood depends on the sea as their primary source of income. A descriptive qualitative approach was used, employing participant observation, in-depth interviews, field notes, and document review techniques. The research was conducted in Popisi Village, North Banggai District, Banggai Laut Regency, Central Sulawesi, Indonesia, during July-August 2024, with 8 informants. The findings revealed that online shopping has become a trend within the fishing community in Popisi Village. They shop for both daily living essentials and items related to their work as fishermen. Internal factors influencing online shopping behavior include lifestyle, community interaction, and social media use. External factors include network availability, infrastructure, social media engagement, and exposure to media and advertising.