ANALYSIS OF ONLINE SHOPPING BEHAVIOR AMONG STUDENTS IN BANYUWANGI REGENCY

Online shopping behavior among students in Banyuwangi Regency is an increasing phenomenon along with technological advances and globalization. In this context, online shopping is an attractive choice for students due to various supporting factors. These supporting factors include personal factors, environmental factors, trust factors, price factors, and goods factors. Where personal factors start from the needs and desires of students to buy products. Then there is an environmental factor where the social environment can influence students' willingness to participate in online buying and selling transactions. Furthermore, there is a trust factor where students in Banyuwangi Regency when they want to buy something, first contact the seller. Another option is to ask friends who have shopped at the store. Furthermore, there is a price factor, namely low prices allow students to adapt to their financial situation. Therefore, they prefer to buy products online at affordable prices that follow the financial strength of students. Finally, there is a goods factor where goods are a factor that influences students' online purchases. Because online shopping makes it easier for students to find the products they need. They no longer need to go to the store directly to look for the item. In addition, the quality of the goods is also one of the things that students consider in purchasing. The main objective of this study is to explore and analyze various aspects of online shopping behavior among college students.