The Attitude of Consumers Towards Fashion Online Shop (Case Study in Bandung)

Abstract

In this modern age, the internet has become a means of exchanging information for humans. Anyone can access the internet for different interests and purposes. The ease got from the use of the internet makes the number of internet users keep increasing. Changes in how to communicate bring lifestyle changes in Indonesia, one of which is consumer behavior in shopping. Consumers no longer need to go to the store and interact directly with the seller and no longer need to make direct payments in the sale and purchase transactions. Online shop is one of the options for the public to make buying and selling transactions. The increasing number of online shop businesses makes online shop competition increasingly tight. Therefore, an online marketer must know how the attitude of consumers towards the online shop business is. By understanding consumers' perspective to online business, a marketer can find out what the consumer needs, how the consumer interest in the product offered, so they can make good planning and strategy in marketing.

Keywords: affective, attitude, Bandung, cognitive, conative, fashion, online shop