The Factor That Effact Young Adult Behavior Toward Online Shopping

Factors That Affect Young Adult Behavior toward
Online Shopping
(A Case Study of Lazada.co.id Indonesia)
By :
Christian Dimas Prasetyo
015201200025
I Komang Bagus Tribawa
015201200039
Made Putra Pradnyana
015201200040
Faculty of Business Administration

Program Study of Retail
President University
2014
i
Abstract
The growing of internet user make the online shopping become the new way to buying products
this day. This thesis purpose is to determine the factor that influence of young adults behavior to
online shopping in Bekasi area. The sampling authors aim is young adults around 300
respondents that who already have experience buying goods in Lazada or at least know the
Lazada. The authors want to know what are the factors that can be the most influencing young
adults behaviors to online shopping. There are 6 variable, which are product category, price,
safe, efficiency, service, and trust. Therefore, the authors want to know what variable that have
been influence the young adult behaviors Bekasi area, which the sampling size is 300
respondents around Jababeka and President University. To figure out the result, the authors use
SPSS to check the reliability which is use Chronbach alpha, and Validity which is use factor
analyst to determine the result. For the future research, authors expect Lazada to continue this
research and change the target population to another area.
Key words: online shopping, young adults behavior, price, product category, efficiency, safe,
trust, service, quantitative analysis.
PREFACE
Praise be to the Almighty God who give his bless to the writers to complete this thesis Factors
That Affect Young Adult Behavior toward Online Shopping. (A Case Study of Lazada.co.id
Indonesia).
This thesiss purpose to fulfill the requirement to finish Research Methodology in semester 7. In
finishing this thesis, the writers want give their best regard and thanks to people who give
guidance and help:
1. Almighty God, who give his bless to write and give the solution all the problem
that the writers facing.
2. Mr. Suresh Kumar, ST, M.Si, the lecturer of Research Methodology subject, who
give his guidance and help the writers the best way to do this thesis.
3. Our Parents, who always give their supports.
4. Our friends, who always support the writers from the beginning of the thesis until
finishing the thesis.
The writers realize that this thesis also have many errors, and the writers really allow to all
readers to give them a suggestion or recommendation to improve its content in order to made one
of the good example for the next research.
Cikarang, December 12th, 2014
Authors
ii
TABLE OF CONTENT
ABSTRACT.. i
PREFACE.ii
TABLE OF CONTENT..iii
LIST OF TABLES...v
LIST OF FIGURES.............................................................................................................v
CHAPTER I INTRODUCTION
1.1 Research Background......1
1.2 Problem Identification.2
1.3 Problem Statement.......3
1.4 Research Objectives.4
1.5 Research Limitations........4
1.6 Definition of Terms..5
1.7 Significance of Study...5
CHAPTER II LITERATURE REVIEW6
2.1 Development of online shopping.....6
2.2 Parameters affecting young adult customers shopping online.................................8
2.2.1 Product Category........8
2.2.2 Price............................................................................................................9
2.2.3 Efficiency...............................................................................................10
2.2.4 Service................................................................................11
2.2.5 Safety..........................................................................................................11
2.2.6 Trust........................................................................................................12
2.3 Past Research..................13
2.4 Theoretical Framework ..........16
2.5 Hypothesis.......................17
iii
CHAPTER III RESEARCH METHODOLOGY.19

3.1 Research Approach.19
3.2 Sampling.20
3.2.1 Research Population..20
3.2.2 Sample Size...20
3.2.3 Sampling Technique..20
3.3 Data Gathering....21
3.3.1 Instrument..21
3.3.2 Data Preparation................................22
3.3.1 Ethical Issues.............22
3.3.1 Statistical Analysis...22
3.4 Validity and Reliability..23

3.4.1 Validity .........23
3.4.2 Reliability......24
3.5 Data Analysis.24
3.5.1 Profile Respondent24
3.5.2 Descriptive Analysis.24
3.5.3 Inferential Analysis...25
3.5.4 Structural Equation Modeling (SEM)...26
CHAPTER IV DATA ANALYSIS AND INTERPRETATION 29
4.1 Descriptive Analysis..29
4.1.1 Respondent Characteristic ........27
4.1.2 Measurement.34
4.2 Data Analysis.....45
4.2.1 Validity Test..45
4.2.1.1 Validity Test Factors Product, Price, Efficiency, Service, Safety and Trust ......45
4.2.1.2 Validity Test for Factors Customers Behavior and Real Store....................48
4.2.2 Reliability Test..49
4.3 Structure Equation Model (SEM)......50
iv
4.3.1 Path Diagram.....50

4.3.2 Full Model Fit of SEM..51
4.3.3 Convergent Validity..52
4.3.4 Discriminant Validity....52
4.3.5 Nomology Validity....54
4.3.6 Regression Weight Analysis.57
4.3.7 Standardized Regression Weight Analysis...58
4.4 Hypothesis Testing.59
4.5 Interpretation Result...61
CHAPTER V CONCLUSION AND RECOMMENDATION ...63
5.1 Conclusion..63
5.2 Recommendation64
5.2.1 Managerial Implication.64
5.2.2 Future Research ....65
REFERENCES.67
APPENDIX...69
Chapter I
Introduction
1.1 Research Background
Now days the internet is one utilities that as media to support human in daily activities.
The Internet users in the world are using internet in every activities that they do every
day. The Internet is a global communication medium that is increasingly being used as an
innovative tool for marketing goods and services. The Internet has added a new
dimension to the traditional nature of retail shopping. (Zhang, 1994). The internet offers
many advantages over traditional shopping channels and the medium is a competitive
threat to traditional retail outlets. Globally, consumers are rapidly adopting Internet
shopping and shopping online is becoming popular in Indonesia. If online marketers and
retailers know and understand the factors affecting consumers buying behavior, they can
further develop their marketing strategies to attract and retain customers.
Technology give the new dimension for customers behavior especially young adult that
use technology for supporting their daily needs. Since there are innovation in technology,
young adult empower it for doing business activities until doing online shopping.
Consumer behavior of every individual is different from other depending on buying
choices which is influenced by buying habits and choices that are turn tampered by
psychological and social drivers that affect purchase decision process. (Brassington and
Pettitt, 2000). Consumers buying behavior will change if there are influencing in factor
that consumers do in their daily activities, that changing of life style of consumers
through technology will effect consumers behavior.
Internet makes life simple and innovative. People are doing business online and trade has
become more easy and fast due to this. Internet provides new ways to promote business.
Website becomes the essence of online business as to show their services and products.
Internet gathers all competitors and consumers in one place. It brings new lane to
promote, advertise products and services in market. (Barry Silverstein, 2002, p. 3).
1
Total global E-commerce sale in 2011 have grown to Euro 690 billion (USD 961 billion)
and recorded an increase of 20 % with an estimation of increase in the coming years and
to cross the 1 trillion Euro mark in 2013. Asia pacific region is leading in terms of growth
as compared to mature markets like US, UK, Japan and European countries. Asia Pacific
recorded 130 % growth specially China in 2011. The online retailing is becoming an
integral part of an economy and country and worldwide increasingly seeing trust and
confidence in purchasing online. (AadWeening, 2012)
There are many reasons for such a rapid developing of internet shopping, which mainly
due to the benefits that internet provides. First of all, the internet offers different kind of
convenience to consumers. Obviously, consumers do not need go out looking for product
information as the internet can help them to search from online sites, and it also helps
evaluate between each sites to get the cheapest price for purchase. Furthermore, the
internet can enhance consumer use product more efficiently and effectively than other
channels to satisfy their needs. Through the different search engines, consumers save
time to access to the consumption related information, and which information with
mixture of images, sound, and very detailed text description to help consumer learning
and choosing the most suitable product (Moon, 2004).
1.2 Problem Identification

The rapid growth of computer use and the internet, both in business and in the home,
offers another way that purchases can be made consumers can make purchases online.
Customers can search on the internet for products according to their wanted
specifications and then they can complete the purchase online, this enables the customer
to find products by search engine quickly (Li, 2010). Also, there exist virtual shopping
carts that can record the choices that a customer makes. Then, the customer can click the
pay button to initiate a credit card purchase of the selected products, the products will
be posted to the customer via the address that the customer has provided. There are
already a number of websites created for selling products in Indonesia, catering to both
brand new and second hand products. These websites include Tokopedia.com, blibli.com,
2
Bhineka.co.id and Lazada.co.id among others. In this environment of customer choice,

young adult customer have the ability to search for a range of products on the internet
often with better choice and expedience compared with traditional retail shopping.
Lazada is one example of online retail company that used as a case study in this
dissertation that offer merchandise and online shopping for consumer especially young
adults consumers in Indonesia. Lazada the leading online department store in South East
Asia launched in late March and is headquartered in Singapore. Lazada is already fully
operational in 5 countries (Malaysia, Vietnam, Indonesia, Thailand, Philippines) and is
growing at an impressive speed. Become a member of our great international team and
join a group of young and motivated entrepreneurs with various backgrounds (e.g.
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and challenging experience at a rapidly expanding start-up company. Rocket Internets
Lazada recently celebrated its second anniversary in Indonesia, and during its short two
years, it has risen to be one of the biggest B2C ecommerce players in the country. Its
endless pool of money helps of course. During the countrys national online shopping day
in December, Lazada Indonesia reported that they recorded thousands of orders per hour.
It is now operating with 300 employees in Indonesia and is looking to dominate the next
big trends. (Techinasia, 2014)
1.3 Problem statement

This research is aimed to answer research questions:
1. What are the factors that influence young adult customers decisions on whether to purchase
online or at a physical store?
a) Will variations of product influence relative variations in purchase decisions?
b) What opinions do young adult customers express when comparing online purchasing
with retail purchasing?
c) What are the pros and cons of purchasing online and of purchasing in a retail store?
2. Are there any aspects of the results of this study that can be involved in future research?
1.4 Research Objective

This research aims to explore the information factors that might influence customers online
shopping behavior in Bekasi combine with the case study of Lazada.co.id. Also, this research
aims to find out the information risks that customers usually encountered on web-based shopping
environment especially on Lazada.co.id.
Based on the research aims, the following objectives should be achieved in the context of
Indonesia e-commerce:
1. To know the factors that influence young adult customers decisions on whether to purchase
online or at a physical store.
a) To know variations of product influence relative variations in purchase decisions
b) To know opinions that young adult customers express when comparing online
purchasing with retail purchasing.
c) To know the pros and cons of purchasing online and of purchasing in a retail store.
2. To know the aspects of the results of this study that can be involved in future research.
1.5 Research limitation

The purpose of this study is to define the factors that affect young adults behavior toward
online shopping through lazada, according to Zickuhr & Coordinator (2010) the
youngster are more active online rather than the older. Therefore the respondents is the
young adults who has the experience buying goods in lazada or the young adults who did
not has the experience buying goods in lazada but know about lazada. The respondents of
this research are the young adults around 17 years old until 19 years old, because between
17th until 19th the young adults can create the bank account and understand about online
shopping. Regarding the respondents will be choosing in Bekasi area and the samples
will be choosing around Jababeka area and President University students. According to
Bekasi Dalam Angka (2013) the population of young adults in Bekasi area is more than
4
200,000 people. Because of the limitation of time, the questionnaires will be separate
around jababeka area and around President University students.
1.6 Definition of term
Products Category
A things that offered by seller to satisfy a want and need.
Price
A quantity of payment or compensation in return for goods and service.
Efficiency
A situation when customers easily to purchase online.
Service
A service to the customers before a purchase until after purchase.
Safety
A situation when customers feel comfort when purchase in online store.
Trust
A customers trust regarding choosing online retail store.
1.7 Significance of study

The researcher intends to achieve several significances through this research. This research is
supposed to be valueable for other parties such as :
For the researcher, this research is being a study that fulfils the requirment to obtain the
bachelor degree in Business Administration, espicially Retail Business Concentration.
For the Business application, this research using the primary data from the questionnaire
which middle and high class product as respondent, so helpfully this research will give
better understanding for retailer about their customer and could develop business strategy
which increase competitive advantage for them.
This research is usefull for academic, provide better understanding about lazada online
shopping
and its implementation such as benefit of brand, product value, Website
experience, price and advertisement influence perceived emotion toward customer

perceived emotion and purchase intention.
5
Chapter II
Literature Review
This literature review segment alludes to a scope of papers that are applicable to the
current circumstance of online shopping. The past research papers have been picked as
they recognize the variables that influence adolescent grown-up client's choices on
shopping online or in retail shops. Most of the selected literature is from the period 2003
to 2009, there are still a few papers included in the writing survey which were distributed
before 2002 and due to the focus of this research topic on computers specifically the
range of directly relevant research papers from recent years is limited.
In this segment a previous literature with respect to the advancement of online shopping
is examined. After that, the talked about papers are broke down for their bits of
knowledge into the variables that influence young adult decision on shopping on the web.
The reasons why young adult customer decide to shop online are mentioned here as they
are presented in previous literature.
2.1 Development of online shopping

According to the study by Andika and Purwanegara (2013), today, online shopping is one
of the most popular ways for consumers to shop. Even with different demographics,
women, men, old, young, college students, office workers and housewife, they use the
online shop as a means of their shopping. An increased in online shop industries shows
the demand by consumers in online shop is high. We can see that the user of internet is
increasing every year. Now days, with the hectic society, online shopping make customer
easier to get their needs and wants, they dont have to come to store for buy something.
Online shopping not only provides for goods but its provides for services too. Goods in
online shopping are DVD, computer, camera, book, etc. and for the services are banking,
rent car, travel, etc.
Bedernjak (2006) points out that when online shopping first developed there were few
specified websites for online shopping and over time more competition came into this
market. Nowadays online shopping websites are using various tools and methods to
6
attract customers. The online shopping websites offer promotions and discounts for
customers and they concentrate on quality controls according to the feedback solicited
from buyers and sellers. Most online shopping websites present a feedback file on the
seller: sellers that receive a higher proportion of good feedback can have more credibility
and trust from both website operators and buyers. Buyers can check the prior feedback
posted about the sellers; the buyer can also give feedback about the seller after
purchasing from them. Such consumer websites are designed to attract customers and to
facilitate honest and agreeable trade. The websites are designed for convenience and
efficiency, with catalogues of available products that are clear and often interactive so
that buyers can find what they want more quickly and conveniently than in traditional
retail shops.
Brussell (2009) Consumers are generally satisfied with online shopping. For particularly
frequently bought groups of products such as IT product as well as entertainment and
leisure goods, consumer satisfaction with internet shopping is on average higher than for
retailing in general. Consumes are particularly satisfied when it comes to comparing
prices, the wider range of offers, the affordability of products and the choice of suppliers.
Consumers are less enthusiastic about issues such as clear product information,
advertising, and the protection of privacy, issues of trust and the possibility of returning
goods.
Arar (2009) observed that online shopping brings new opportunities for buying products.
People can buy a wide range of products while sitting in front of a computer. Online
shoppers can simply login to an online shopping website and find the products that they
want to buy without the requirement to travel from store to store in their search.
Andika and Purwanegara (2013), in Indonesia, online shopping or online shopping is
getting to be a lifestyle community in Indonesia. Just imagine the number of visitors to
online shopping sites reach 10 million visitors per week. This figure is still much higher
than the number of visitors to 14 large shopping malls in Jakarta who just visited an
average of 35 thousand visitors every day. But when you see the latest statistics, the
Gross Domestic Product (GDP) of Indonesia at this time of the new internet industry
sector reached about 1.6 percent. In fact, Indonesia is one country with internet access of
the largest in the world after the United States, China, India, Brazil, and the Netherlands.
7
Nevertheless, the potential of online shopping sites in the country is large. Based on
ComScore survey, 50 percent of Internet users in Indonesia have visited retail site in
2010.The amount is up 41 percent from 2009. Just for the record, the number of internet
users in Indonesia about 50 million users. About 50 percent of those accessing the
internet via mobile phones. While desktop users reached 15 million users.
2.2 Parameters affecting young adult customers shopping online

The parameters that affect online shopping habits were defined through analysis of the
literature. The defined parameters are explained in this section with an analysis as to why
they affect young adult customers habits of shopping either online or in retail shops.
Some parameters can cause people to choose online shopping and these include: product
category (section 2.2.1), price (section 2.2.2), efficiency (section 2.2.3), service (section
2.2.4), safety (section 2.2.5) and trust (section 2.2.6).
2.2.1 Product Category

Lian and Lin (2008) studied four different products that included Books, Online
magazines, TV gaming system and computer games. The research indicated that
individual privacy concerns negatively influenced consumer attitudes toward buying
books online. The analytical results indicated that individual privacy concerns negatively
affected attitudes toward online purchases of TV gaming systems. For online news and
magazines, only product involvement significantly and positively affected attitudes
toward purchasing behavior. The perceived Web security and product involvement were
found to positively affect attitudes toward online purchases of computer games.
Jones (2003) agreed that not all products are popular online. Some kinds of products are
easy to keep and thus are popular online: such as books, DVDs, CDs, electronics
products and household goods. Other products, such as groceries, vegetables and fruits
are not as popular and this is expected given that people tend to trust what they see when
they buy fresh foods and a proper inspection is not possible when they select the goods
online. However, there are still some supermarkets that provide online shopping services
including fresh foods that are hand-selected by staff members.
Moreover, other factors such as online shopping experience and product category have
yet to be examined as they may also impact specific dimensions of perceived risk and
thus influence online purchase intentions (Zhou et al. 2007). First, shoppers have
accumulated more online experience over the past decade, and thus may hold different
holistic views of online shopping including risk perceptions. Examining how online
shopping experience impacts risk perceptions associated with online shopping not only
expands the understanding of the role of risk perceptions on online shopping but also
provides meaningful implications for marketers to develop corresponding strategies to
counter the impact of risk perceptions that are adversely associated online shopping.
2.2.2 Price
Zeithaml (1988) stated that price is the value that must be sacrificed to gain products or
services. He also note that consumer usually consider price when they judge the value of
the products or services. Chiang & Dholakia (2003) stated that comparison of the price
can influence consumers choices and product evaluation. They also stated that the
customers choices rather in real store or online store can be affected by the price of the
real retail store or online store.
Hunt (2007) find out that online price is very important. He stated that online price
usually cheaper than the real retail store. Brynjolfsson and Smith (2000) also stated that
online price in US usually 9 to 16 percent lower than the real retail store. They also stated
that for the same product, online store can offer more variation of price than real retail
store. According to Park (2003) price is very important that causes customers buying in
online shopping. He stated that sometimes customers buy products or goods in online
shopping not because they need or want that products or goods, but because the price.
According to park, more than 70 percent of customers buy in online shop because the
price. Regarding the important of the online price, Reibstain (2002) stated that usually
customers of online shop prefer to compare the products based on the price from many
online retailers. Goolsbee (2000) also agree that the price is important to the online shop.
In his research, he collect data of the computers price from online shop and real retail
store in America. The result of his research are the price in online shop are lower rather
than real retail store.
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Liao & Cheung (2001) note that there are two categories of price in online shop. First is
price for goods or products, and second is price for the computers, subscription and
software, and price for entering the e- market before making online transaction. Hunt
(2007) conclude that the reason of online price are lower than the real store are the online
retailers did not pay for the rent cost and labor cost. Therefore, the online retailers can
reduce the price of the goods or services. Regarding to Hunt (2007) conclusion, Reibstein
(2002) also conclude that there are three reason why the online price is cheaper than the
real retail shop. First is no rent and lower inventory. Second is many competitors that
make price competition. Third is there are no monopoly activities.
2.2.3 Efficiency
According IQmatrix (N.D) technology can change the costumers perspective about online
shopping. IQmatrix state that because the growth of smartphones and search engine, the
customers can easily collect the information of the products or goods in a matter of minutes.
IQmatrix also stated that customers looking for the efficiency, convenience, and information of
online shopping. It means that the efficiency of online shopping is a must.
Horrigan (2008) stated that almost 68 percent of internet users are agree that the online shopping
can saving their time. Regarding to Horrigan (2008), Watchraversingkan and Shim (2003) agree
that online shop can save people time.
They stated that the reason online shop can save
customers time, because the shopping process can be compete while the customers are sitting in
front of the computers or while using their smartphones. The customers dont have to go to the
store and spend so many of time to search the products or goods and they must waste their time to
queue to purchase the products or goods. Horrigan (2008) also note the reason of online shopping
can save customers time because of the technology. He stated that customers can easily go
through search engine to search the product or goods that they wants. With search engine and
filter tools, customers do not have to go to real retail store and search what they need or wants.
The customers of online shopping can find the products or goods more efficient, more quickly,
and saving time. Ward (2001) also agree that search engine can also saving the customers time.
He stated that with search engine, customers can find the products that customers want and the
product that related from the customers products. Therefore, there are many alternative product
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with many different specification and different price, and also the customers have not spend a lot
of time to search the product and the related product and queue to purchase that product.
2.2.4 Service
According to Li and Zhang (2002) there are some service factor that associated with the online
shopping attitudes and behavior:
1. Vendor contact.
2. Response of the customers needs and wants.
3. Accessibility of the sales person.
4. Purchasing process.
5. Waiting time.
6. Personalized service.
7. Return and refund.
8. Faker.
9. Delivery (include the speed, and the time management).
10. Transaction cost.
According to Schlosser, White, and Lloyd (2006) service in real retail store are better than online
shop. Lee, Joshi, and Mclvor (2007) also agree with Schlosser, White, and Lloyd (2006)
statement. Lee, Joshi, and Mclvor (2007) stated that in real retail store, customers can ask
everything that they want to know to the sales or the staff of the store. Moreover, the customers
dont have the knowledge or have a little knowledge about the products. In this case customers
can ask the staff about the specification, the price, and how to use the product. Therefore, in
service real retail store is better than online shop based on information research.
According to Gwo and Hsiu (2005) the dimension of website design, reliability, responsiveness
and trust can affect service quality in online shopping. Therefore, according to Lee, Joshi, and
Mclvor (2007), nowadays some online shop websites provide a video of the explanation about the
specification, function, and how to use the product.
2.2.5 Safety
There are so many people have been found to put off online shopping because the risk of not
receiving their goods Saprikies et al (2010) found this was particularly the case with Non
Adopters of Internet shopping but also something that existing internet shoppers were aware of.
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Some customers also not use online stores where they are focus that the store use Direct Dispatch
where the store does not hold an item in stock but already sent straight from a wholesaler or the
manufacturer, as this increases the risk of an order being lost or delayed. (Mcginty 2009)
Receiving the wrong goods or product is a one of the risk in online shopping with similar
products and similar product codes can lead to confusion as can products given the wrong
description. Products damaged in transit is another risk inherent in buying online but not present
when buying in a bricks and mortar store. (Gabriel & Nyshadham 2008)
Arar (2008) found that fake products were sold more online as consumers were unable to
examine products prior to purchase. (Arar 2008)
As well as the time being important to people making buying online a risk there is also the risk of
having to return an item where customer may be focus that they will end up paying the costs of
returning an item or a second delivery charge, which in spite many countries having Distance
Selling Regulations to stop this, it is still a common occurrence, there is also the risk of having to
invest ones time into contacting the seller and arranging return and the possibility of the seller not
accepting responsibility. (Gabriel & Nyshadham 2008)
2.2.6 Trust
According to Yoo, lee and hoffmann (2008), one key factor can impact why people sometimes
buy products in online or in retail stores is trust, because loyalty between sellers and buyers is not
easy to grow up. Customers sometimes only trust what they have seen in a physic touch of the
products. For many customers, sometimes the old customers who are familiar to buy a product in
retail shop, it is not easy to approve a new technology completely, especially if they have bought
some products at the same shop for many years (Burke, 2002)
Lynch, Kent and Srinivasan (2011) that many customers do not trust online shopping. They all
know the existing weakness involved in online shopping: CC (Credit Card) payment is not as safe
as we think; hackers are using e-mail and websites for cheating and find out peoples credit card
details.
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2.3 Past Research

No
Author / year
Peng Li / 2010
title
Research design
Variable
Population
the General
question
and personal
details,
Factors that affect
unitec
like
students decision
studiying
name, gender, age, etc.
making on buying
computing
Second part :
computers: online
Sample size : 92 Feelings and impresion
or in retail shops
respondents
of online shopping, and
Methodology : use the popularity of the

quantitative
and product.
qualitative
Third pard : saftey, trust,
Data analysis :
efficiency, convinience,
Quantitative
survey
: and price
monkeys
tools,
and
micorosof
excel
tools.
Qualitative
survey,
:
microsof
word tools.
2
Jun Li Zhang / An
2011
Empirical
Population
Website
factor,
Analysis of Online
:population of Bei preceived risk, service
Shopping Adoption
Jing , the Capital of quality,
in China
China
Sample
convenience,
price, product variety,

size
least
:at subjective
norm,
300 consumer
resources,
respondents
demographic
Methodology
characteristic.
:quantitative
13
Data
analysis
factor
analysis,
regresion analysis,
sesitivity
analysis,
T-test,
and
ANOVA.
Adil Bashir / Consumer Behavior
Population
2013
:population
towards
online
shopping
of
Consumer
in
behavior
in
Pakistan that use
buying process :
electronics in
internet and buying
Purchase
Pakistan
goods.
pre
Sample size : 240
factor
respondents
influencing
Methodology
idea,
purchase,
consumer
quantitative
behavior
in
Sampling technique
purchase
: non probability
Costumer
technique
concern
(convenience
online shopping
sampling)
in
Pricing, privacy
&security,
brand
consciousness
and
trust,
delivery
and
return policy.
4
Population
Affecting
street
of
:the Subjective factor :
LUI CHEUK
Factors
central, Individual
demand,
MAN,
Consumers
Monkok, and the consumers attitude
DESTINY
Purchasing
Hong
BA / 2012
Decisions in Online
Polytechnic
Kong Objective factors :

Price, product quality,
14
Shopping in Hong
University
web trust.
Kong
Sampling size :172

respondents
Sampling technique
:
simple
random
sampling
Methodology
qualitative
and
quantitative method
Data
analysis
descriptive statistic,
reability
analysis,
and
regresion
analysis
5
Sajjad
Nazir, How
Arsalan
Shopping
Online
Population
Is
pakistanian
Tayyab, Aziz Affecting

Sajid, Haroon Consumers
ur
Rashid, Behavior
all Price,
with security,
confidence,
convenience,
different population time, sales service and

Buying
in
of
teacher
and discount sales.
student.
Irum Javed / Pakistan?
Sampling size :120
2012
respondents
Sampling technique
: random sampling
Methodology
quantitative
15
2.4. Theoretical Framework

Factors such as online shopping experience and product category have yet to be
examined as they may also impact specific dimensions of perceived risk and thus
influence online purchase intentions (Zhou et al. 2007). First, shoppers have accumulated
more online experience over the past decade, and thus may hold different holistic views
of online shopping including risk perceptions. Examining how online shopping
experience impacts risk perceptions associated with online shopping not only expands the
understanding of the role of risk perceptions on online shopping but also provides
meaningful implications for marketers to develop corresponding strategies to counter the
impact of risk perceptions that are adversely associated online shopping.
The risk of having an impact on the attitudes and behavior of a person in a transaction
with another party. Level of risk is an important factor in shaping consumer attitudes and
behavior in all kinds of business transactions. A high level of risk will make consumers
uncomfortable shopping online even in using the transaction of buying and selling. The
perception of risk (perceive risk) is assessed as a level of consumer perceptions would be
negative results obtained from online transactions (Featherman and Pavlou, 2002).The
perception of the risk of negatively engaged against the willingness to buy a product in
online shopping (s. L Jrvenp and n. Tractinsky, 1999).
For consumers online, do a transaction with online vendors will take into account the
uncertainty and risk when compared to buying and selling a traditional. The consumer is
given the opportunity to know the quality of goods and conduct testing of the desired
product through Web media provided by the vendor. When consumers do consume from
the vendor's web site are not known, they cannot know the quality of goods and services
on offer are reasonable and reliable or not. A previous study (Kim, Silvasailam, Rao
(2004)) show that confidence is a significant factor in explaining the process of which are
transactions on e-commerce.
16
Products Category
H1
Price
H2
Efficiency
H3
Service
H4
Young
Adult
Purchase
Behavior
H7
PD
Online
Shopping
H5
Safety
H6
Trust
Picture 1.2: Theoretical Framework
Based on the literature that has been discussed above, research models will be made
having regard to the factors of young adult purchase behavior in online shopping system.
Factors that can affect consumer confidence will be divided into 6, the product category,
price, efficiency, service, safety and trust. The bigger factor in the efficiency as well as
consumer confidence and the perception of risk in the transaction will be getting lower,
thus wishes to transact consumers through our web site can be reached.
17
2.5 Hypothesis
H1: product category have positive influence in young adults behavior choosing online shopping rather
than real store.
H2: price have positive influence in young adults behavior choosing online shopping rather than real
store.
H3: efficiency have positive influence in young adults behavior choosing online shopping rather than
real store.
H4: service have positive influence in young adults behavior choosing online shopping rather than real
store.
H5: safety have positive influence in young adults behavior choosing online shopping rather than real
store.
H6: trust category have positive influence in young adults behavior choosing online shopping rather than
real store.
H7: Customers behavior have effect in young adults behavior choosing online shopping rather
than real store.
18
Bab III
Research Methodology
3.1 Research approach
According to Holme & Salvang (2011) there are two type of research approach that usually used by
the researcher. There are qualitative and quantitative research. The factor that can be influence the
researcher to choose rather qualitative or quantitative is based on the large range of data availability,
purpose of the research, the size pf the population, the size of sample and etc. (Dow, 2002).
According to Hubrechts & Kokturk (2012) quantitative research is a objective and systematic
process, examines cause and relationship effect each variable with the use of the deductive process
of knowledge. Based on Holmen & solvang (1997) quantitative research information in the form of
numbers in order to analyze statically. The quantitative approach test theory with deductive process
based on the previous study or knowledge with hypothesized relationship. (Duffy, 1985; Burns and
Grove, 2001)(Cited in Hubrechts & Kokturk, 2012).
Tebelius (1987) stated that the qualitative research is consist of specific phenomenon and fact in that
area where it happens. According to Cormack, 1991; Leach, 1990; Holmen & Solvang, 2001 (cited
in Hubrechts & Kokturk, 2012) the purpose of the qualitative research is to describe the aspect of a
phenomenon and fact based on the research interpretation of the situation. Different with the
19
quantitative research whereas the information in the form of digits and can be analyses, qualitative
research focus on describing the event, person, and define the problem without the used numbers or
fogures (Best & Khan, 1989 (cited in Hubrechts & Kokturk, 2012).
This study use quantitative research as methodology approach. It means that this study use numerical
data and analyze them statically.
Because of the main research approach of this study is a quantitative research, with this research we
want to measure about the behavior of the young adults in online shopping, and why the young
adults choose online shopping rather than real retail store, and to examine the relation between the
factors (product category, price, efficiency, service, safety, and trust) that can be influence the young
adults behavior in online shopping.
3.2. Sampling
According to Kothari (1999) Population is an all item that place in cirtain area. He stated that
puopulation also known as univers. He stated that its imposible to make population or univers as the
research respondents, because the amount is too big, and its make alot of time, money, and energy
to finish that research. Kothari (1999) stated that only goverment can use population or univers as
the respondents. Therefore, because of its omposible to use population or univers as the respondents,
he stated the researcher only use sample to do the research. According to Kothari (1999) sampling is
a parti of population or univers that become the respondents of the research.-
3.2.1 Population
The population in this research is the young adults from 15th until 19th years old that have the
experience buying in Lazada or did not have the experience buying in Lazada but know Lazada.
According to bekasi dalam angka 2003, the population of young adaults (15th until 19th) is around
200,000 people. Therefore, the respondents will be choose around Bekasi area but because of the
limitation of time, the sampling will be choose around Jababeka and President University students.
3.2.2 Sampling size

The sample size that use in this research are 260 respondents. According to Borges (2013) the
formula to get 275 respondents is 100 + (total questions of the questionnaires* 5). Total questions in
this research are 35 questions. Therefore, 100 + (32*5) equal to 260.
20
3.2.3 Sampling technique

There are two basic type of sampling technique. There are probability and non- probability
technique. Probability sampling is the sampling process that use some form of random selection.
According to Yamane (1967) probability sampling has no zero change in selecting the sample.
According to Salant (1994) Non- probability sampling or judgment is the process where the
probability cannot be used to the units objectively. Each type of basic sampling can be divide into
another technique sampling.
According to Khotari (1999), there are 2 kind of sampling technique based on representation which
is probability sampling and non-probability sampling. Probability also known as random sampling
have the characteristic which is the univers or the population have the same change of inclusion of
the sample. Khotari (1999) also stated that the random sampling is the best technique of selecting the
representative sample. probability and non-probability sampling can be divided by two element
technique which is unrestricted sampling and restricted sampling. in unrestricted sampling, there are
simple random sampling and for the restricted sampling there are complex random sampling (such as
cluster sampling, systematic sampling, stratified sampling, etc). In non probability sampling, there
are hapazard sampling or convenience sampling in unrestricted sampling, and purposive sampling
(such as quota sampling, judgement sampling) in restricted sampling.
In this research, because of the limitation of time, financial, the ability, and the environment, this
research will use systematic random sampling. This research use systematic random sampling,
because the purpose of this research is to know if the factor can influence the consumer behavior buy
in online shopping rather than in real retail store or not. Therefore, this research cannot judgment
what or who can fulfill this questionnaire.
3.3. Data Gathering

3.3.1 Instrument
Data collection is done by giving a set of questions or written statement to the respondent to be
answered (Sugiyono, 2007). The measurement scale for all of the indicators on each variable using
the Likert scale (scale of 1 to 5) starts from strongly disagree (STS) to strongly agree (SS). This
21
means that the measurement scale if it is worth getting closer to 1 will mean more disagree.
Conversely, if the number 10 means getting closer to increasingly agree. Visually the measurement
forms can be either an image like this:
STS
1
SS
2
3.3.2 Data Preparation

Field workers were instructed on how to deal with field editing for uncompleted questionnaires while the
interviews were still in progress. According to Maholtra (2006:429-430) editing is the review of the
questionnaires with the objectives of increasing accuracy and precision. Tustin et al. (2005:457) define
coding as a technical process whereby codes are assigned to the respondents answer prior to their
tabulation. The code includes an indication of the column position (field) and data record it will occupy.
For example, gender of respondents may be coded as 1 for females and 2 for males.
3.3.3 Ethical Issues
Martin, Loubser and Van Wyk (1996:44) state that ethics deal with the development of moral standards
that can be applied to situations in which there can be actual or potential harm to an individual or a group.
According to Burns and Bush (1998:38) ethics are defined as a field of inquiry into determining what
behaviors are deemed appropriate under certain circumstances as prescribed by codes of behavior that are
set by society.
The following code of ethics was used by the researcher during the survey.
The researcher requested for permission to have respondents time to complete the
questionnaire.
The researcher informed each respondent about the purpose of the survey.
22
The questionnaire did not contain any questions detrimental to the self-interest of
respondents.
The researcher did not mislead any respondent who participated in the study.
The researcher assured the respondents of anonymity and confidentiality.
The researcher thanked every respondent who participated in the survey.
3.3.4 Statistical Analysis

The following statistical analysis was used in the study in order to draw conclusions based on the
empirical research findings. Descriptive and inferential statistics were used for the study. Descriptive
statistics were used in assessing the composition of the sample and inferential statistics were employed in
order to make inferences about the population.
3.4. Validity and Reliability

3.4.1 Validity
Validity is the strength of conclusions, inferences or propositions. Joppe (2000:1) defines
validity as the best available approximation to the truth or falsity of a given inferences,
proposition or conclusion. In other words, do the differences in the dependent variable found
through experimental manipulations of the independent variables really reflect a cause-effect
relationship? Three types of validity tests were considered in this study, namely, content,
construct, and discriminant validity.
A measure has content validity if there is general consensus among researchers that the
instrument includes items that cover all aspects of the variables measured (Rahman, 2001:41). It
is not numerically evaluated but subjectively assessed by researchers. Cooper and Schindler
(2001:211) pointed out that if the instrument contains a representative sample of the universe of
subject matter of interest, then content validity is deemed to be good. In this study, the pilot
study was conducted to perform content validity, after which changes were made to the
questionnaire.
23
Malhotra (2006:286) argues that due to the subjective nature of content validity, it is not
sufficient to use it alone. Therefore it is recommended to use more than one method to ensure
robust validity in a study.
Construct validity addresses the question of what construct or characteristic the scale is, in fact,
measuring (Maholtra 2006:286). A measure is valid when the differences of observed scores
reflect true differences on the characteristic one is attempting to measure (Churchill, 1979: 65).
Hair et al. (2006:279) stated that construct validity can be viewed as the extent to which
variables under investigation are completely and accurately identified prior to hypothesizing any
functional relationships. The study performed construct validity by computation of the Cronbach
alpha coefficient for the scale and sub-dimensions of the scale. In addition factor analysis was
also undertaken on each of the seven constructs to determine the percentage of variance that was
explained by each factor. Discriminant validity is determined when a variable does not correlate
with other constructs from which it is supposed to differ (Maholtra, 2006:286). It involves
demonstrating a lack of correlation among differing constructs. Within the context of this study,
discriminant validity was measured by applying Pearsons correlation coefficients. (Refer to
section 4.8).
3.4.2 Reliability
Robert (2006) stated that reliability of a measuring instrument is characterized as its capability to reliably
measure the phenomenon it is intended to measure. Therefore, reliability is an instrument used to find out
the consistency of variables (Hendry, 2012). A few methods exist for deciding the reliability of a
measuring instrument. These methods may be isolated into two general classes: external consistency
techniques, and internal concsitency techniques (Robert, 2006). Joppe (2000) defines reliability as the
extent to which results are consistent over time and an accurate representation of the total population
under study is referred to as reliability and if the results of a study can be reproduced under a similar
methodology, then the research instrument is considered to be reliable.
3.5. Data Analysis

To find the data analysis, primary data analysis and descriptive statistics, reliability and
regression analysis, we used SPSS20.0 for windows.
3.5.1 Respondent profile
24
According to the Research limitation in chapter 1.5, the respondents are from the youngster who have the
experience buy goods in lazada or at least know what is Lazada. According to Bekasi Dalam Aangka, the
youngsters who lived in bekasi area is around 200,000 people. Therefore, the population of this research
are the youngsters who lived in bekasi area. For the sampling, the researcher spread around 300
questionaire around jababeka area and around President University area.
3.5.2 Descriptive analysis

Descriptive analysis is the preliminary analysis in statistic with the aim of describing what occurred in the
samples and also to detect the characteristic of the sample that possibly impact the results. The main
analysis that be done in the descriptive analysis is frequency distribution and central tendency measures.
Frequency distribution to describe the level of data whether it is nominal or ordinal level. The results of
frequency distribution can be shown in term of nominal graphical technique. In the other hand, measure
of central tendency to describe where middle of samples lies. The central tendency measures consist of
mode, median, and mean.
In this research, to do descriptive analysis is in the assistance of Ms. Excel to analyses frequency
distribution and measures of central tendency. The frequency distribution will be figure out with the
graphical technique in form of bar chart. Since the researcher generate 7 points rating scale of semantic
differential scale, so the bar chart will be consist of 7 bar. And measures of central tendency is in form of
nominal technique. Both of them will be followed with summary, analysis and interpretation from the
researchers.
3.5.3 Inferential Analysis

Inferential analysis is statistical analysis focused in the various test of significance for testing hypotheses
in order to decide with what validity data can be said to specify some conclusion (Kothari, 2004).
Inferential analysis consist of 3 types of analysis:
Univariate analysis: when the variable in the analysis consist of one variable. For examples of
univariate analysis: mean, median, mode, range and standard deviation.
Bivariate analysis: when the variable in the analysis consist of two variable. Bivariate analysis
look for the correlation between the two variable. For example of the bivariate analysis: Pearsons
correlation, T-test, Spearmans Rho, linear regression, etc.
25
Multivariate analysis: when the variable in the analysis consist of more than two variables.
Multivariate analysis look for the correlation between each of the variables. For example of the
multivariate analysis: multiple regression.
Since the variable in this research consist of more than two variables, the inferential analysis that will be
performed is multivariate analysis. Additionally, Hair (2010) stated that multivariate analysis techniques
are famous on the grounds that they empower associations to make information and subsequently enhance
their choice making. It alludes to all statistical techniques that all the while examine different estimations
on people or questions under scrutiny.
Multivariate analysis is a perpetually growing set of techniques for information analysis that incorporates
an extensive variety of conceivable examination circumstances as proof by order plot recently examined
(Hair, 2010). The more settled and also developing techniques incorporate the accompanying: 1. Principal
Components and Common Factor Analysis, 2. Multiple Regression and Multiple Correlation, 3. Multiple
Discriminant Analysis and Logistic Regression, 4. Canonical Correlation Analysis, 5. Multivariate
Analysis of Variance and Covariance, 6. Conjoint Analysis, 7. Cluster Analysis, 8. Perceptual Mapping,
also known as Multidimensional Scaling, 9. Correspondence Analysis and 10. Structural Equation
Modelling and Confirmatory Factor Analysis.
In this research, researchers will performed two kinds of the multivariate analysis which are Principal
Components and Common Factor Analysis with the aim to find out validity and reliability of the data
and Structural Equation Modelling and Confirmatory Factor Analysis with the aim to know the relations
between the variables in this research.
3.5.4 Structural Equation Modeling (SEM)

Structural Equation Modeling is a general term that has been used to describe a large number of statistical
models used to evaluate the validity of substantive theories with empirical data (Lei & Wu, 2007). This
analysis tool which is structural equation modeling is used to understand the patterns of correlation or
covariance among a set variables. Structural Equation Modeling (SEM) was used to be the method for
testing the hypothesis and sometimes in large sample modeling (N > 200) (Kline, Lei & Wu,2007). Kline
(1998) explained the goals of SEM analysis is to explain so many of their variance as much as possible by
using the model specified. Since the amount of sampling is 300 then researchers used Structural Equation
Modeling (SEM) as the tool and key for hypothesis testing.
Shur (2006) suggested to use SEM analysis proceeds by the following process:
26
1. Review the relevant theory and research literature to support model specification.
2. Specify a model (e.g., diagram and equations).
3. Determine model identification (e.g., if unique values can be found for parameter
estimation; the number of degrees of freedom, df, for model testing is positive).
4. Select measures for the variables represented in the model.
5. Collect data.
6. Conduct preliminary descriptive statistical analysis (e.g., scalling, missing data,
collinearity issues, outlier detection).
7. Estimate parameters in the model.
8. Assess model fit.
9. Respecify the model it meaningful.
10. Interpret and present results.
Table 3.1
Fit Index to Measure
Measurement
NO.
Degree
of Description
Compatibility
Chi Square
Testing whether the estimated population

covariance same with the sample covariance
(whether the model fits the data).
Normed Chi Square

(x2/df)
The ratio between the values of chi-square

with degrees of freedom.
Acceptable
Level
Match
Lower limit = 1.0

Upper limit = 2.0 or 3.0
X2/df > 5
The Minimum Sample

2
Discrepancy Function Statistic Chi Square divided degree of

Divided with Degree freedom.
of
2.00
Freedom
27
(CMIN/DF)
3
Goodness
of
Fit A measure of the accuracy of the model in
Indices (GFI)
generating observed covariance matrix
0.80 GFI 0.9
AGFI is the development of GFI adjusted

4
Adjusted Goodness of for degree of freedom ratio for the proposed

Fit Index (AGFI)
model with a degree of freedom for the null
AGFI 0.90
models.
Root
5
Mean
Square
Error
of
Approximation
which is expected to occur in the population,

and not the sample.
(RMSEA)
Comparative
The average difference in degree of freedom
Fit
Index (CFI)
RMSEA 0.08
(good fit)
RMSEA < 0.05
(close fit)
Feasibility test of the proposed model with

the basic model. If CFI closer to 1,
indicating the highest level of fit.
Lower limit = 0
Upper limit = 1
Comparing a model that was tested against a
Tucker Lewis Index

(TLI)
baseline
models.
This
size
measure Lower limit = 0
combines parsimony into a comparative Upper limit = 1.0

index between the proposed model and null TLI 0.90
models.
In table 3.4 shows the fit index that can be used for hypothesis testing in SEM
Table 3.2
Goodness of Fit Index
Goodness of Fit Measure
Cut Off Value
Chi Square
P < 0.05 (small expected)
CMIN/DF
2.00
GFI
0.90
AGFI
0.90
RMSEA
0.08
28
CFI
0.95
TLI
0.90
Chapter IV
Data Analysis and Interpretation
4.1 Descriptive analysis
29
Based on this research tool, this research should be analyze by testing tools from descriptive analysis,
validity and reliability testing, Amos interpretation, and Hypothesis testing.
4.2 Respondent characteristic

In this research , the researcher provide 7 question about the respondents characteristic based on the
young adults behavior toward online shopping such as, age, gender, having internet access, how often
using the internet, where usually the respondent use the internet, and how often they use internet to
support their work. Total respondents that the researcher use are 300 respondents.
Gender
Gender
127
male
female
173
Figure 4.1
Based on figure 4.1 about gender, from the total respondents which are 300 respondents, there are 173
male respondents which mean 58% from total respondents are male, and there are 127 female respondents
which are 42% from total respondents are female
Age
30
age
0%
100%
<18
18 - 25
Figure 4.2
From figure 4.2 which is about age, there are 100% from our respondents are between 18th and 25th.
Based on this table, the researcher conclude that because of this are about young adults behavior, the
respondents are above 18th years old.
Occupation
occupation
5%
10%
85%
part time employee
fulltime employee
unemployee
housewife/ husband
students
Figure 4.3
From figure 4.3 about occupation, from 5 choices such as full time employee, part time employee,
student, unemployed, and house wife/husband, there are 85% from total respondents are students, which
31
are 255 respondents are student. 10 % from the total respondents which is 29 respondents are full time
employees. And for 5 % from total respondents which are 16 respondents are part time employee.
Access to the internet
access to the internet
100%
yes
no
Figure 4.4
Based on figure 4.4 above, which is about access to the internet, all of the respondents are have internet
connection.
32
Place to use the internet
place use the internet

10%
36%
18%
13%
24%
home
work place
cafe
public place
others
Figure 4.5
Figure 4.5 is about place the internet access. Due to the respondents can choose more than one choices,
therefore, the researcher calculate all the respondents choose, and the total data is 643. From 643 data,
36% data choose home which are 231 respondents, 24% data are choose the work place which are 152
respondents,
18 % data are choose public place as the place to the internet access which are 113
respondents, 13% data are choose cafe as the place to the internet access which are 82 respondents, and
the last 10 % are choose others as the place to the internet access which are 65 respondents. Once again,
because of the respondents can choose more than one, therefore, this result are more than the total
respondents.
Experience using internet
33
experience using internet

1%
0%
0%
15%
83%
> 5 years
3-4 years
1- 2 years
< 1 year
< 1 month
Figure 4.6
Figure 4.6 show about the experience of the respondents using the internet. Based on the figure above,
83% from total respondents which are 250 respondents are experience more than 5 years, 15% from total
respondents which are 46 respondents are experience between 1 until 2 years, and the last 2 %
respondents are experience less than 1 year.
Internet support the respondents work
internet suport respondents work

0%
0%
0%
100%
daily
weekly
mothly
never
Figure 4.7
34
Based on figure 4.7 about the how often the internet support the respondents work. From total
respondents which are 300 respondents, 100% of the respondents are choose the internet is very useful
even every day the respondents use internet and support their work.
4.2 Measurement
1. Question 1 (product Category 1) Lazada offer more variant product category
pro 1
30%
25%
20%
15%
10%
5%
0%
strongly
agree
agree
slightly
agree
neutral
slightly
disagree
disagree
strongly
disagree
Figure 4.8
Based on figure 4.8 about product category of Lazada, there are 2 measurement that have the same result.
The measurement are slightly disagree and disagree which are have 26% or 78 respondents from total
respondents. The second measurement are neutral parties which are have 22% from total respondents or
66 respondents. And the third place are strongly disagree which is have 18% from total respondents or 53
35
respondents are strongly disagree with this statement. And the rest respondents which are 8% or 24
respondents are slightly agree with this statement.
2. Question 2 (product category 2) Lazada provide a brief information about the product in the website
pro 2
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
strongly
agree
agree
slightly
agree
neutral
slightly
disagree
disagree
strongly
disagree
Figure 4.9
Based on the figure 4.9 above, there are 39% from total respondents or 116 respondents are strongly
disagree with this statement. 34% from total respondents, which are 103 respondents are slightly disagree
with this statement. 19% of the respondents are disagree with this statement or 56 respondents are
disagree with this statement. Its around 8% of the respondents that choose neutral with this statement, or
36
around 24 respondents. And the last 3 respondents are slightly agree with this statements, or only 0% are
slightly agree with this statement.
Question 3 (product category 3) Lazada offer more complete product in term of size, color,
type, etc.
pro 3
30%
25%
20%
15%
10%
5%
0%
strongly
agree
agree
slightly
agree
neutral
slightly
disagree
disagree
strongly
disagree
Figure 4.10
According to figure 4.10 about product category of lazada, there are 27% of respondents are slightly
disagree with this statement or around 81 respondents are slightly disagree with this statement. In the
second place, there are around 77 respondents or 26% of the respondents are disagree with this statement.
In the third place, there are 22% of respondents or around 65 respondents are neutral parties in this
37
statement. And in the fourth place, there are around 52 respondents or 17% of the respondents are
strongly disagree with this statement. And the last 25 respondents or the last 8% are slightly agree with
this statement.
Question 5 (price 1) Price in Lazada are more affordable
price 1
35%
30%
25%
20%
15%
10%
5%
0%
strongly
agree
agree
slightly
agree
neutral
slightly
disagree
disagree
strongly
disagree
Figure 4.11
Based on this figure 4.11 about price in Lazada, around 32% respondents or around 95 respondents
choose slightly disagree that price in Lazada are more affordable. Around 84 respondents or about 28%
from total respondents are choose strongly disagree with this statement. 19% of the respondents or around
56 respondents are disagree with this statement. Around 39 respondents choose neutral as their answer or
38
about 13% from total respondents. And the rest of the respondents, which are 7 respondents or around 2%
from total respondents are totally agree with this statement.
Question 6 (price 2) Lazada offer discount price every day
price 2
35%
30%
25%
20%
15%
10%
5%
0%
strongly
agree
agree
slightly
agree
neutral
slightly
disagree
disagree
strongly
disagree
Figure 4.12
According to figure 4.12 which is about Lazada offer discount price every day, there are 32% from total
respondents around 96 respondents are slightly disagree to discount price by Lazada. Around 84
respondents or about 28% from total respondents are fully disagree with this statement that Lazada have
discount price every day. Another disagree came up from 56 respondents or around 195 from total
39
respondents to answer this statement. There are neutral parties in this statement, it around 38 respondents
or about 13% from total respondents. There are some respondents that agree with this statement. There
are 6% from total respondents or about 19 respondents are slightly agree with this statement. And the
other which are 2% or only 7 respondents are fully agree with this statement.
Question 7 (price 3) The price in Lazada are cheaper than real retail store
Figure 4.13
The result from the data above, the total respondents are 300 respondents shows that 7 respondents with
percentage 2.30% are strongly disagree, 20 respondents with 6.6% are slightly disagree, 37 respondents
with the percentage 12.3% are neutral, 97 respondents with the percentage 32.3% are slightly agree, 59
respondents with the percentage 19,6 are agree and the last is 80 respondents with the percentage 25.6%
40
are strongly agree. So the highest choosing by respondent in the slightly agree scale, that they are slightly
agree the price in Lazada are cheaper than real retail store.
Question 8 (price 4) The price in Lazada more competitive than the others online retail store
Figure 4.14
percentage 2.30% are strongly disagree, 19 respondents with the percentage 6.3% are slightly disagree, 38
respondents with the percentage 12.6% are neutral, 97 respondents with the percentage 32.3% are slightly
agree, 56 respondents with the percentage 18.6% are agree, and the last is 83 respondents with the
percentage 27.6% are strongly agree. So the highest choosing by respondent in the slightly agree scale,
that they slightly agree the price in Lazada more competitive than the others online retail store.
Question 9 (service 1) Lazada offer free shipping
41
Figure 4.15
The result from the data above, the total respondents are 300 respondents shows that 27
respondents with the percentage 9% are disagree, 1 respondent with the percentage 0.3% are
neutral, 140 respondents with the percentage 46.6% are slightly agree, 49 respondents with the
percentage 16.3% are agree, and the last is 83 respondents with the percentage 27.6% are
strongly agree. So the highest choosing by respondent in the slightly agree scale, that they
slightly agree Lazada offer free shipping.
Question 10 (service 2) Lazada offer guarantee product on delivery
Figure 4.16
the percentage 0.6% are slightly disagree, 25 respondents with the percentage 8.3% are neutral, 106
respondents with the percentage 35.3% are slightly agree, 53 respondents with the percentage 17.6% are
42
agree, and the last is 114 respondents with the percentage 38% are strongly agree. So the highest choosing
by respondents in the strongly agree scale, that they strongly agree Lazada offer guarantee product on
delivery.
Question 13 (efficiency 1) Shopping on Lazada save my time
Figure 4.17
the percentage 8% are slightly disagree, 68 respondents with the percentage 22.6% are neutral, 76
by respondent in the agree scale, that they agree shopping on Lazada save their time.
Question 14 (efficiency 2) For me, its a great advantage to be able to shop at anytime and
anywhere
43
Figure 4.18
the percentage 8% are slightly disagree, 66 respondents with the percentage 22% are neutral, 80
agree, and the last is 53 respondents with the percentage 17.6% are strongly agree. So the highest
choosing by respondent in the slightly agree scale, that they slightly agree about it is a great advantage to
be able to ship at anytime and anywhere.
Question 15 (efficiency 3) With Lazada, i can also do multi tasking activity
Figure 4.19
the percentage 2.3% are strongly disagree, 21 respondents with the percentage 7% are slightly disagree,
33 respondents with the percentage 11% are neutral, 96 respondents with the percentage 32% are slightly
44
percentage 27% are strongly agree. So the highest choosing by respondent in the slightly agree scale, that
they slightly agree with Lazada, they can also do multi-tasking activity.
question 17 ( safe 1) Shopping in Lazada are safe

Figure 4.20
the percentage 6.6% are disagree, 79 respondents with the percentage 26.3% are neutral, 99 respondents
with the percentage 33% are slightly agree, 72 respondents with the percentage 24% are agree, and the
last is 28 respondents with the percentage 9.3% are strongly agree. So the highest choosing by respondent
in the slightly agree, that they slightly agree shopping in Lazada are safe.
question 19 (safe 3) I always receive the product that i paid in Lazada
45
Figure 4.21
The result from the data above, the total respondents are 300% respondents shows that 20 respondents
with the percentage 6.6% are disagree, 7 respondents with the percentage 2.3% are slightly disagree, 75
respondents with the percentage 25% are neutral, 34 respondents with the percentage 11.3% are slightly
percentage 19.6% are strongly agree. So the highest choosing by respondent in the agree scale, that they
always receive the product that they paid in Lazada.
question 20 (safe 4) do you belive that Lazada is relliable company?

Figure 4.22
The result from the data above, the total respondents are 300 respondents shows 3 respondents with the
percentage 1% are strongly disagree, 2 respondents with the percentage 0.6% are disagree, 85 respondents
with the percentage 28.3% are slightly disagree, 83 respondents with the percentage 27.6% are neutral, 61
respondents with the percentage 20.3% are slightly agree, 33 respondents with the percentage 11% are
agree, and the last is 31 respondents with the percentage 10.3% are strongly agree. So the highest
choosing by respondent in the slightly disagree, that they slightly disagree about believe that Lazada is a
reliable company.
Question 23 ( trust 3) i trust the product picture in Lazada without touch or seeing the product.
46
Figure 4.23
the percentage 4.6% are neutral, 178 respondents with the percentage 59.3% are slightly agree, 50
respondents with the percentage 16.6% are agree, and the last is 58 respondents with the percentage
19.3% are strongly agree. So the highest choosing by respondent in the slightly agree scale, that they
slightly agree they trust the product picture in Lazada without touch or seeing the product.
Question 24 ( trust 4) I trust Lazada rather than real store
Figure 4.24
the percentage 8.3% are slightly disagree, 10 respondents with the percentage 3.3% are neutral, 182
by respondent in the slightly agree scale, that they slightly agree they trust Lazada rather than real store.
47
4.2 Data Analysis

The researchers use factor analysis and SEM for analyzing our data, but before that, the team should
check the validity and the reliability. To know the validity of the data, the team should check the Case
Processing Summary Table.
Actually all data that input here has passed the validity and reliability test before. And below are the
factors that really valid to be used.
4.2.1 Validity Test

4.2.1.1 Validity Test Factors Product, Price, Efficiency, Service, Safety and Trust
Table 4.1
Value of KMO and Bartlett's Test for factor H1 (Products), H2 (Price), H3 (Efficiency), H4 (Service), H5
(Safety), H6 (Trust), is 0.856, which means greater than 0.5. Meanwhile, the resulting significance of
Bartlett's Test of Sphericity is 0.000 Thus, the analysis can be continued, the analysis also produces
communalities table as shown in the following figure.
48
Table 4.2
Next, the communalities after extraction. Communalities reflect variance in the extraction column with
structured data. Communalities after extraction showed an average value of more than 0.5, then there is
no question to be deleted.
49
Based on the table Total Variance Explained, known that 2 variables was made from 6 questions as
representative of our factor (if total bar in Initial Eigenvalues greater than 1 it means the component can
be used
Table 4.3
Table 4.4
50
The Rotated component matrix table shows which items/variables load on which components after
rotation. We see the Rotated Component Matrixs table shows that there are:
1. Five questions in component 1 (Pri3, Pri2, Pri1, Pri4, E3).
2. Four questions in component 2 (Ser1, Se2, Se3, Se4).
3. Two questions in component 3 (Saf1, Saf2, Saf3, Saf4)
4. Two questions in component 4 (Pri1, Pri2, Pri3, Pri4)
5. Two questions in component 5 (Trus3, Trus2, Trus4)
6. Two questions in component 6 (Ef3, Ef4)
7. The table represent a good computation of the rotation.
4.2.1.2 Validity Test for Factors Customers Behavior and Real Store
Table 4.9
For the Y factor, the value of KMO Measure of Sampling Adequacy is 0.752). And the significance also
good that in 0.0001.So, the also data can be used in factor analysis
system. Thus, this analysis may be continued, this analysis also creates the communalities table as shown
in the following.
Table 4.10
51
The communalities table shows that all factor fulfill the standards which is the value above 0.5. So all
questions are valid.
Table 4.11
The total variance explained has 8 variables, the result shows that 2 question has the Eigenvalues greater
than 1.
4.2.2 Reliability Test
After measuring the validity of all variables, the next step is continued to measure the reliability of the
variables. The test of realibity is proved by Cronbachs Alpha Value. The Cronbachs Alpha based on
Standardized Items is uses to show the reliability of the data. If the cronbachs Alpha bigger that 0.7 it
means the data can be used. Below are the result statistic of reliability test for each variables (Independent
and Dependent variables).
Table 4.12
Reliability for Independent Variables
Table 4.13
Reliability for Dependent Variables
52
The Cronbach alpha for Independent variable which are price and efficiency, product, safety, trust, and
service, have the number of Cronbachs Alpha respectively 0.873. For the dependent variable which are
customers behavior and real store, the Cronbachs Alpha is 0.837.
The result show that all data is reliable either factor X or Y, since the All Croncbachs Alpha indicates the
value more than 0.7. So, the same definition that the data also reliable for this research.
4.3 Structure Equation Model (SEM)

4.3.1 Path Diagram
Figure 4.25
53
Result of Structural Equation Model
From figure 4.25, the value of standardized coefficient of regression between operation system of
Samsung smartphone and customer preference is -0.29. It means that operation system has influence
towards customer preference as big as -0.29. The other factor that has standardized coefficient toward
customer preference is product appearance from Samsung smartphone, which has 0.22 coefficient of
regression. It indicates that product appearance contribute 0.22 to customer preference. The third is
product usability of the smartphone which has contribution 0.78 coefficient of regression toward customer
preference. The last factor that has standardized coefficient toward customer preference is price of the
Samsung smartphone, which has 0.41 coefficient of regression and indicates that price contribute 0.41 to
customer preference.
After see the result of SEM in figure 4.25, the model fit could be seen by comparing the requirement with
the result of the analysis that showed in table 4.17
54
4.3.2 Full Model Fit of SEM

Table 4.17
Model Fit of SEM Full Model
Criteria
Cut of Value
Result
Evaluation
Chi Square
P < 0.05 (small expected)
.000
Good
CMIN/DF
2.00
5.00
Mediocre
RMSEA
0.08
.008
Good
CFI
0.95
.741
Mediocre
TLI
0.90
.686
Mediocre
The data in the table 4.44 shows that all the full model of SEM is acceptable although two of them show
the mediocre evaluation. Actually mediocre in SEM means that it still acceptable as long as the value is
not so far from the cut value. The result is that for Chi Square, the value is 0.000, less than < 0.05 which
means the model is good. For RMSEA has good evaluation since the result is .008, less than the cut value
which is 0.08. The cut value of CFI is 0.95 and the result is .741, so it categorized mediocre. And the
last is TLI that has the cut value 0.686 and the result shows .686 that shows mediocore.
4.3.3 Convergent Validity

Table 4.18
Convergent Validity
Construct
AVE
Product
.018
price
-.246
55
efficiency
.238
trust
.007
safety
.012
service
-.010
The result from the data above, the table shows the Average Variance Extract generally less than 0.5. If
he AVE value higher than 0.5 means that an adequate convergent validity. For product appearance and
price shows data less than 0.5 but it is near from the minimum value so, it can be categorized. However,
it is acceptable for construct validity.
4.3.4 Discriminant Validity
Table 4.19
Covariances: (Group number 1 - Default model)
Estimate
S.E.
C.R.
Label
Customers Behavior <--- Product
.018
.073
.244
.807
par_37
Customers Behavior <--- price
-.246
1.289
-.191
.849
par_38
Customers Behavior <--- efficiency
.238
1.025
.232
.817
par_39
Customers Behavior <--- trust
.007
.099
.069
.945
par_40
Customers Behavior <--- safety
.012
.070
.174
.862
par_41
Customers Behavior <--- service
-.010
.054
-.180
.857
par_42
Real store
<--- Customers Behavior
.933
.220
4.238
***
par_43
Pro1
<--- Product
1.000
Pro2
<--- Product
1.011
.054
18.702
***
par_1
Pro3
<--- Product
.869
.053
16.437
***
par_2
56
Estimate
S.E.
C.R.
Label
Pri1
<--- price
1.000
Pri2
<--- price
1.138
.101
11.266
***
par_3
Pri3
<--- price
1.060
.093
11.412
***
par_4
Pri4
<--- price
1.207
.102
11.859
***
par_5
Ef1
<--- efficiency
1.000
Ef3
<--- efficiency
.107
.069
1.549
.121
par_6
Ef4
<--- efficiency
.120
.073
1.653
.098
par_7
Trus2
<--- trust
1.000
Trus3
<--- trust
.883
.068
13.079
***
par_8
Trus4
<--- trust
.931
.073
12.808
***
par_9
Saf1
<--- safety
1.000
Saf2
<--- safety
1.039
.073
14.319
***
par_10
Saf3
<--- safety
1.118
.076
14.793
***
par_11
Saf4
<--- safety
1.121
.075
14.856
***
par_12
Ser1
<--- service
1.000
Ser2
<--- service
1.000
.058
17.244
***
par_13
Ser3
<--- service
1.025
.058
17.775
***
par_14
Ser4
<--- service
.840
.058
14.488
***
par_15
CB1
1.000
CB2
1.390
.224
6.196
***
par_16
CB3
1.737
.193
8.978
***
par_17
57
Estimate
S.E.
C.R.
Label
.296
5.255
***
par_18
CB4
1.554
RS1
<--- Real store
1.000
RS2
<--- Real store
1.162
.048
24.309
***
par_19
RS3
<--- Real store
.270
.053
5.126
***
par_20
RS4
<--- Real store
.041
.053
.765
.444
par_21
Pro4
<--- Product
.803
.052
15.306
***
par_44
Based on the table 4.19, the estimates of influence distinctiveness are high from range -0.246 until 1.162.
Other than that, the evidence of discriminant validity shows that the results are statistically significant
from all measurement. So, this indicates relatively high factor distinctiveness.
4.3.5 Nomology Validity

Table 4.20 and table 4.21 show that all construct has positive correlations estimate, proven by high
enough result. And it can be accepted for further analysis.
Table 4.20
Correlations of Construct
Estimate
service
<--> safety
.595
58
service
<--> trust
.231
service
<--> efficiency
.127
service
<--> price
.150
service
<--> Product
.372
trust
<--> safety
.190
efficiency <--> trust
.586
price
<--> efficiency
1.030
Product
<--> price
.263
efficiency <--> safety
.395
price
<--> safety
.394
Product
<--> safety
.418
price
<--> trust
.614
Product
<--> trust
.212
Product
<--> efficiency
.203
Table 4.21
Covariance of Construct
59
Estimate
S.E.
C.R.
Label
service
<--> safety
.854
.117
7.276
***
par_22
service
<--> trust
.319
.095
3.358
***
par_23
service
<--> efficiency
.200
.116
1.720
.086
par_24
service
<--> price
.203
.090
2.247
.025
par_25
service
<--> Product
.693
.130
5.312
***
par_26
trust
<--> safety
.227
.083
2.738
.006
par_27
efficiency <--> trust
.768
.114
6.711
***
par_28
price
<--> efficiency
1.324
.154
8.621
***
par_29
Product
<--> price
.399
.108
3.708
***
par_30
efficiency <--> safety
.539
.109
4.951
***
par_31
price
<--> safety
.461
.090
5.144
***
par_32
Product
<--> safety
.672
.118
5.689
***
par_33
price
<--> trust
.690
.103
6.681
***
par_34
Product
<--> trust
.328
.106
3.089
.002
par_35
Product
<--> efficiency
.359
.132
2.730
.006
par_36
Below are the hypothesis that tested in Structural Equation Model (SEM):
H1: price have positive influence in young adults behavior choosing online shopping rather than real
store.
H2: efficiency have positive influence in young adults behavior choosing online shopping rather than
real store.
H3: product category have positive influence in young adults behavior choosing online shopping rather
than real store.
60
H4: trust category have positive influence in young adults behavior choosing online shopping rather than
real store.
H5: service have positive influence in young adults behavior choosing online shopping rather than real
store.
H6: safety have positive influence in young adults behavior choosing online shopping rather than real
store.
H7: Customers behavior have effect in young adults behavior choosing online shopping rather than real
store.
4.3.6 Regression Weight Analysis

Table 4.22
Result of Regression Weight Analysis
Estimate
S.E.
C.R.
Label
Pro2 <--- Product
1.011
.054
18.702
***
par_1
Pro3 <--- Product
.869
.053
16.437
***
par_2
Pri2
<--- price
1.138
.101
11.266
***
par_3
Pri3
<--- price
1.060
.093
11.412
***
par_4
Pri4
<--- price
1.207
.102
11.859
***
par_5
Ef3
<--- efficiency
.107
.069
1.549
.121
par_6
Ef4
<--- efficiency
.120
.073
1.653
.098
par_7
Trus3 <--- trust
.883
.068
13.079
***
par_8
Trus4 <--- trust
.931
.073
12.808
***
par_9
Saf2
<--- safety
1.039
.073
14.319
***
par_10
Saf3
<--- safety
1.118
.076
14.793
***
par_11
61
Estimate
S.E.
C.R.
Label
Saf4
<--- safety
1.121
.075
14.856
***
par_12
Ser2
<--- service
1.000
.058
17.244
***
par_13
Ser3
<--- service
1.025
.058
17.775
***
par_14
Ser4
<--- service
.840
.058
14.488
***
par_15
The table above shows the relation between construct variable which give value of CR that bigger than
1.96 with P smaller than 0.05, the sign of *** in P means that it is smaller than 0.05. Customers behavior
toward product preference show CR value is 0.244 which mean smaller than 1.96. CR value of customers
behavior preference is 6.196 which mean the data is bigger than 1.96 and the significant is 0.0001. The
CR of real retail toward customer behavior preference is 4.238 it is also bigger than 1.96 and the
significant is 0.0001. The result of data CR is 1 from 4 that influencing customer preference smaller than
1.96 it is the data of operating system. From the result of table, it can be said that exogenous variables
give significant impact to endogenous variables.
4.3.7 Standardized Regression Weights Analysis
Table 4.23
Result of Standardized Regression Weights Analysis
Structural Equation Model
Estimate
Customers Behavior <--- Product
.037
Customers Behavior <--- price
-.368
Customers Behavior <--- efficiency
.414
Customers Behavior <--- trust
.010
62
Estimate
Customers Behavior <--- safety
.019
Customers Behavior <--- service
-.018
Table 4.23 shows the result of standard regression weights analysis. The table only shows the influence of
independent variables toward dependent variable. The number estimate, show how big the independent
variable influence dependent variable. Product influenced customer behavior with 3.7%. Price has
influenced customer behavior with 36.8%. Effeciency has influenced customer behavior with 41.4%.
Trust has influenced customer behavior with 1%, Safety has influenced customer behavior with 1.9%,
Service has influenced customer behavior with 1.8%.
4.4. Hypothesis Testing

In this part, the researcher will test the hypothesis of this research. The test is done by checking the value
C.R and P. The requirements for the C>R should be more than 1.96 and P should be less than 0.05. The
data will be showed in the table 4.20
Table 4.24
Result of Examination of Structural Model and Fit
Hypothesis
Coefficient
C.R
Sig (P)
(H1) price have positive influence in

young adults
behavior
Conclusion
Accepted
choosing 1.207
11.859
0.0001
online shopping rather than real store.

(H2)
efficiency
have
positive
influence in young adults behavior

choosing online shopping rather than
Accepted
0.120
1.653
0.0001
real store.
(H3) product category have positive
influence in young adults behavior
choosing online shopping rather than
Accepted
1.011
18.702
0.0001
real store.
63
(H4) trust have positive influence in

young adults
behavior
choosing 0.883
Accepted
13.079
0.0001

(H5) service have positive influence
in young adults behavior choosing 1.025
Accepted
17.775
0.0001
14.856
0.0001
Accepted
4.238
0.0001
Accepted

(H6) safety have positive influence in
young adults
behavior
choosing 1.121

(H7) Customers behavior have effect
in young adults behavior choosing 0.933
The data from table 4.24 shows the result of hypothesis in this research From the data above in
Hypothesis 1, coefficient value is 1.207. Beside that hypothesis 1 has CR 11.859 and significance (p)
0.0001. When the requirement of CR is more than 1.96 (CR > 1.96), and the significance must less than
0.05 (p <0.05). From the data above it can be said that hypothesis 1 is accepted.
The Hypothesis 2 stated that efficiency is positive influence on customer behavior. The value shows that
it has influence as much as 12%. For C.R reach 1.653 and Sig (P) is 0.0001. So the hypothesis 2 is
accepted.
Hypothesis 3 stated that product category has positive influence on customer behavior in online shopping.
From the data of coefficient in above is 1.011. Beside that hypothesis 3 has CR 18.702 and significance
(p) 0.0001. When the requirement of CR is more than 1.96 (CR > 1.96), and the significance must less
than 0.05 (p <0.05). From the data above it can be said that hypothesis 3 is accepted.
Hypothesis 4 stated that trust has positive influence on customer behavior. From the data of coefficient in
above is 0.883 and the percentage is 88.3%. Based on the research it has proven that trust has positive
influence on customer behavior. Beside that hypothesis 4 has CR 13.079 and the significance (p) 0.0001.
When the requirement of CR is more than 1.96 (CR > 1.96), and the significance must less than 0.05 (p
<0.05). Its mean that hypothesis 4 is accepted.
The Hypothesis 5 stated that service is positive influence on customer behavior. The value shows that it
has influence as much as 1.025 in coefficient. For C.R reach 17.775 and Sig (P) is 0.0001. So the
hypothesis 5 is accepted.
64
Hypothesis 6 stated that safety has positive influence on customer behavior in online shopping. From the
data of coefficient in above is 1.121. Beside that hypothesis 6 has CR 14.856 and significance (p) 0.0001.
When the requirement of CR is more than 1.96 (CR > 1.96), and the significance must less than 0.05
(p<0.05). From the data above it can be said that hypothesis 6 is accepted.
Hypothesis 7 stated that customer behavior has give effect on Real retail stor. From the data of coefficient
in above is 0.933. Beside that hypothesis 7 has CR 4.238 and significance (p) 0.0001. When the
requirement of CR is more than 1.96 (CR > 1.96), and the significance must less than 0.05 (p<0.05).
From the data above it can be said that hypothesis 7 is accepted.
4.5. Interpretation Result
The Previous research conducted by Brussell (2009), he found that the Consumers are generally satisfied
with online shopping. For particularly frequently bought groups of products such as IT product as well as
entertainment and leisure goods, consumer satisfaction with internet shopping is on average higher than
for retailing in general. Consumes are particularly satisfied when it comes to comparing prices, the wider
range of offers, the affordability of products and the choice of suppliers.
Besides, the results of this research show that the product, price, efficiency, service, trust and safety are
effecting customers behavior especially young adult customers when they do online shopping. In
supporting this statement based on Hypothesis 1 and Hypothesis 2; price have positive influence in young
adults behavior choosing online shopping rather than real store and efficiency have positive influence in
young adults behavior choosing online shopping rather than real store are supported by the hypothesis
testing that mention in Result of Examination of Structural Model and Fit table 4.23.
For supporting one of the factor, efficiency base on previous research Arar (2009) said observed that
online shopping brings new opportunities for buying products. People can buy a wide range of products
while sitting in front of a computer. Online shoppers can simply login to an online shopping website and
find the products that they want to buy without the requirement to travel from store to store in their
search. In the 2008 report by Horrigan (2008), he stated that 68% of internet users agree that online
shopping saves their time. Therefore, it will make customers more enjoying their life when doing online
shopping.
On Hypothesis 1; price have positive influence in young adults behavior choosing online shopping rather
than real store, Hunt (2007) said that pointed out that online price is an important factor for choosing
online shopping, he observed that online prices can often be cheaper than retail prices partly because a
store that deals exclusively online does not need to rent retail store space and also labour costs can be
65
reduced because the sellers do not need to hire many staff members to serve customers. It happened in
Lazada.co.id Indonesia the name of this online shopping are rocketing dramatically in urban life style,
especially for young adult customers who really enjoy doing online shopping experience, that way one of
factors that affect them to purchase online are discount (pricing).
Lee and Hoffmann (2008), one key factor influencing why people buy products either online or in retail
stores is trust, because loyalty between sellers and buyers is not easy to construct. Customers often only
trust what they have seen in a physical sense. This past research support our other Hypothesis concern in
trust factors, to gain customers loyalty the first step are believe and trust between buyers and sellers.
Chapter V
CONCLUSION & RECOMMENDATION
66
5.1 Conclusion
This research has objectives to analyze the relationships between product, price, efficiency, trust,
service and safety (customers behavior) toward online shopping.
After conducting the analysis, there are several result obtained:
From the result of regression weight analysis, the first hypothesis which (H1) price have positive
influence in young adults behavior choosing online shopping rather than real store. The result of
hypothesis in this research from the data above in Hypothesis 1, coefficient value is 1.207.
Beside that hypothesis 1 has CR 11.859 and significance (p) 0.0001. Therefore price is the factor
that still have to be considered that influence young adult behavior toward online shopping like
Lazada.co.id
From the result of standard regression weight analysis, the second hypothesis was also accept in
this research. The Hypothesis 2 stated that efficiency is positive influence on customer behavior.
The value shows that it has influence as much as 12%. For C.R reach 1.653 and Sig (P) is
0.0001. Therefore efficiency is the factor that still have to be considered that influence young
adult behavior toward online shopping.
From the result of standard regression weight analysis, the third hypothesis was also accept in
this research Hypothesis 3 stated that product category has positive influence on customer
behavior in online shopping. From the data of coefficient in above is 1.011. Beside that
hypothesis 3 has CR 18.702 and significance (p) 0.0001. Therefore product is the factor that still
have to be considered that influence young adult behavior toward online shopping.
From the result of standard regression weight analysis, the forth hypothesis which is price has
influence the customer preference for 88.3%. Based on the research it has proven that trust has
positive influence on customer behavior.
From the result of standard regression weight analysis, The Hypothesis 5 stated that service is
positive influence on customer behavior. The value shows that it has influence as much as 1.025
in coefficient. For C.R reach 17.775 and Sig (P) is 0.0001. So the hypothesis 5 is accepted.
Based on the research it has proven that service has positive influence on customer behavior.
67
Hypothesis 6 stated that safety has positive influence on customer behavior in online shopping.
From the data of coefficient in above is 1.121. Beside that hypothesis 6 has CR 14.856 and
significance (p) 0.0001. From the data above it can be said that safety is accepted as one of factor
that effect on customer behavior when purchase online.
Last but not least, from the result of standard regression weight analysis Hypothesis 7 stated that
customer behavior has give effect on Real retail store. From the data of coefficient in above is
0.933. Beside that hypothesis 7 has CR 4.238 and significance (p) 0.0001. Based on the research
it has proven that all of 6 factors that affect customers behavior give effect to real retail store.
5.2 Recommendation
5.2.1 Managerial Implication
This study indicates that perceived risk has the strongest influence on the decision of
consumers to adopt online shopping. Previous researchers note that perceived risk is a critical
consideration for consumers in deciding whether to shop via internet risk perceptions are a main
barrier to the future growth of e-commerce. Thus, online marketers and retailers need to invest in
risk-reducing strategies in order to minimize consumers perceived risk of shopping online. This
is an issue that Lazada.co.id should focusing, by knowing factors that affect customers behavior
and focusing in online payment security will increase customers trust and awareness to purchase
online in Lazada.co.id.
In term of privacy and security risks, online retailers need to post the formal privacy policies of
their online security system on their website and adopt superior encryption technology so that
consumers can be easily informed about online retailers security measures. For example, a safe
payment method should be provided by online retailers in order to protect customers privacy
and guarantee their financial security (Liu et al., 2008). With regard to product risk, product
warranty policies, money back guarantees, and the right to exchange the product without
additional shipping charges can also be offered by online retailers in order to mitigate the risk of
making a poor purchase decision. Furthermore, to diminish consumers doubts regarding the
68
inability to physically inspect a product in an online shopping transaction, detailed and complete
product information should be provided by online retailers on their web page.
5.2.2 Future Research

Authors recommendation for future researcher, the seven decision factors that effect consumers
decisions to shop online indentified in this study, there may be other factors that may affect
consumers adoption of online shopping. Future research should consider other factors that can
influence consumers adoption of online shopping, such as past home-shopping experiences,
incentives, and product categories. The sample for this study was drawn from Bekasi. The
likelihood of shopping online and the profile of consumers may vary if a survey is expanded to
other geographic regions of Bekasi. In addition, the sample respondents were limited to
customers in the mall who were willing to be surveyed. Therefore, future studies can collect data
from different cities or different countries and/or use different data collection methods such as
systematic random sample. This approach would allow for greater generalization of the results.
In addition, future researchers can undertake a comparative study between consumers from
different city or countries in Indonesia or overseas.
The second one, since the improvement of online shopping increase year by year, online retail
company will try to more active to gaining customers aspiration and suggestion in order to keep
maintain a good relation with their customers. This is a good opportunities for future researcher
try to help company that have concern in online retailing by joining in conducting a research for
them. Joining as partner both of researcher and company will have benefit by each others.
REFERENCES
69
Jun Li Zhang (Helen) (2011) an Empirical Analysis of Online Shopping Adoption in China
Purwanegara M. (2013) Measuring the Potential of Indonesian Online Consumer Shopping Behavior
Peng li (2010) Making on Buying Computers: Online or in Retail Shops
Brussell (2009) Online Shopping Increasingly Popular

Arar (2009) Factors that affect students decision making on buying computers: online or in retail shops
Lian and Lin (2008) Consumer characteristics and their effect on accepting online shopping, in the
context of different product types
Jones (2003) The Effects of Shopping Orientations, Online Trust and Prior Online Purchase
Experience toward Customers Online Purchase Intention
Zhou et al. (2007) Online Shopping Acceptance Model a Critical Survey of Consumer Factors in
Online Shopping
Zeithaml (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and
Synthesis of Evidence
Chiang & Dholakia (2003) Factors affecting students attitude toward online shopping
Hunt (2007) Factors that affect students decision making on buying computers: online or in retail
shops
Brynjolfsson and Smith (2000) Consumer Decision-making at an Internet Shopbot

Park (2003) Online Shopping Acceptance Model a Critical Survey of Consumer Factors in Online
Shopping
Reibstein (2002) What Attracts Customers to Online Stores, and What Keeps Them Coming Back?
Liao & Cheung (2001) Online Shopping Acceptance Model a Critical Survey of Consumer
Factors in Online Shopping
70
Horrigan (2008) The influence of identity characteristics on E-Shopping enjoyment and E-Loyalty
among women online shoppers
Schlosser, White, and Lloyd (2006) Converting Web Site Visitors into Buyers: How Web Site
Investment Increases Consumer Trusting Beliefs and Online Purchase Intentions
Lee, Joshi, and Mclvor (2007) Factors that affect students decision making on buying computers:
online
or
in
retail
shops
Gwo and Hsiu (2005) Website Quality and Consumer Online Purchase Intention of Air Ticket
Yoo, lee and hoffmann (2008) ) Factors that affect students decision making on buying computers:
online or in retail shops
Burke
(2002)
What
drives
consumers
to
shop
online?
literature
review
Lynch, Kent and Srinivasan (2011) The Moderating Effect of Online Purchase Experience on the
Evaluation of Online Store Attributes and the Subsequent Impact on Market Response Outcomes
Appendix I
Research Questionnaire
71
Questionnaire
Part 1: General question
1. Gender :
Male
Female
2. Age :
Under 18 years old
18 years old 25 years old
3. You are a :
Full-time employment
part-time employment
Student
unemployment
housewife/husband
Part 2: Young adults behavior

4. Dou you have access to the internet?
Yes
no
5. If you have internet access to the internet please indicate where? (you can choose more than
one)
Home
work place
Public place (e.g. library)
cafe bar
other (please state)
6. How many years experience of using internet? (select one only)
7.
Less than a month
less than one year
3-4 years
more than five years
1-2 years
How often do you use internet to support you work? (select one only)
At least daily
Never
at least weekly
at least monthly
other
72
Part 3:
Please select your level of agreement to the following question! (NB: 1 (strongly agree) 7 (strongly
disagree))
No.
Question
Product category
1
2
Lazed offer more variant product category

Lazada provide a brief information about the
product in the website
3
Lazada offer more complete product in term of
size, colour, type, etc.
4
Lazada offer original product
Comment :
Price
5
6
7
Price in Lazada are more affordable

Lazada offer discount price every day
The price in Lazada are cheaper than real retail
store
8
The price in Lazada more competitive than the
others online retail store
Comment :
Service
Lazada offer free shipping
Lazada offer guarantee product on delivery
Description of product show on the website are
very accurate
12 Lazada provide payment system via credit card or
debit card and cash on delivery
Comment :
9
10
11
Efficiency
Shopping on Lazada save my time
For me, its a great advantage to be able to shop at
anytime and anywhere
15 With Lazada, I can also do multi-tasking activity
16 For me its Easier to shop via mobile apps rather
than PC or laptop
Comment :
13
14
73
Safe
17
18
Shopping in Lazada are safe

Payment system in Lazada are safe ( credit card
transaction)
19 I always rechieve the product that I paid in Lazada
20 Do you believe that Lazada is reliable company?
Comment :
Trust
I trust buying product in Lazada that post
testimony of their customers
22 I trust cash on delivery payment system rather
than payment via credit card or debit card in
Lazada
23 I trust the product picture in Lazada without touch
or seeing the product
24 I trust Lazada rather than real store
Comment :
21
Appendix II
74
75
76
77
78
79
APPENDIX III
7 5 7 7 6 5 5 7 5 5 6 6 7 5 6 6 7 5 5 5 5 6 6 6 5 5 5 7 7 7 6 6
5 6 6 7 6 7 6 7 5 7
5 7 6 6 5 7 6 7 7 5
7 6 5 5 7 7 7 5 6 6
5 7 7 6 5 7 5 7 7 2
6 7 7 5 5 7 7 6 6 7
5 7 6 6 7 6 5 7 6 5
6 5 6 5 6 5 5 6 5 7
3 3 7 5 7 7 5 7 5 6
7 6 7 6 5 6 5 7 7 7 6 6
5 5 7 5 5 6 5 7 7 7 6 6
6 6 5 5 4 6 5 7 7 7 5 4
2 3 3 3 3 4 4 4 5 5 5 4
5 5 5 5 6 7 6 5 5 2 3 3 7 5 7 5 7 7 5 7 2 3 3 3 4 4 4 4 4 4 4 3
5 7 5 7 7 6 5 5 6 2 2 2 6 5 5 5 7 7 5 7 2 2 2 3 3 4 4 6 6 7 4 4
7 6 7 6 7 5 6 7 6 3 3 3 5 6 7 5 6 6 5 5 3 3 3 5 1 1 1 1 1 1 1 1
6 5 7 7 6 5 7 7 5 2 2 3 5 6 6 6 7 5 5 6 2 2 3 3 2 5 5 7 5 4 4 2
6 5 6 7 7 5 5 7 5 3 4 4 3 4 3 2 6 7 7 5 3 4 4 5 1 6 3 6 7 7 5 3
6 5 6 7 7 5 7 5 6 3 4 4 2 3 3 2 6 7 6 6 3 4 4 4 3 7 6 5 7 7 6 6
5 5 7 5 5 5 5 6 5 1 3 2
6 7 5 7 7 5 5 5 6 2 2 3
5 7 5 5 7 6 5 6 6 1 2 3
5 5 6 5 7 7 7 6 6 1 3 3
3 4 3 3 6 7 6 6
2 4 3 3 7 7 6 5
4 2 2 3 6 6 7 6
4 3 4 4 5 5 7 6
1 3 2 2 3 2 3 2 1 1 2 2
2 2 3 2 5 5 5 5 5 5 5 5
1 2 3 3 4 4 4 4 4 4 4 4
1 3 3 4 2 2 2 7 7 7 2 1
5 7 5 5 5 5 6 5 7 2 3 3 4 5 4 3 6 5 6 7 2 3 3 4 1 3 2 5 5 7 5 1
2 3 3 3 7 7 7 7 7 7 7 7
4 3 4 4 2 3 3 2 3 3 4 3
3 2 3 5 5 5 5 5 5 5 5 5
4 3 4 4 1 1 1 1 1 1 1 1
7 6 5 7 6 7 5 7 7 2 3 3
7 6 7 7 7 6 7 5 7 4 3 4
6 6 6 5 5 6 6 5 5 3 2 3
6 6 6 6 6 5 6 7 5 4 3 4
3 2 2 2 5 7 5 5
2 2 3 1 6 7 7 5
2 3 2 1 5 6 6 5
4 3 2 2 5 7 7 6
7 7 6 7 7 6 7 5 6 4 5 5
5 7 7 6 7 6 6 7 7 3 5 6
2 3 3 4 7 6 7 5 5 2 5 6
1 4 3 4 5 5 6 6 5 3 4 6
2 3 3 4 7 5 6 5 4
2 3 2 3 6 6 6 6 3
3 4 3 2 7 6 5 5 2
2 2 1 3 7 6 5 5 3
1 2 3 3 7 7 5 7 5 5 3 4
1 1 4 4 5 7 5 6 5 4 4 4
1 1 2 3 6 6 6 7 5 5 3 4
2 2 5 5 5 7 6 6 6 3 1 1
4 3 4 2 6 5 5 5 5
3 3 3 2 7 7 5 7 4
5 3 5 5 7 5 5 5 5
4 4 3 2 7 5 6 6 3
1 1 4 5 7 6 5 5 5 3 2 5 3 4 4 3 5 5 6 6 3
2 1 2 2 5 6 6 7 6 1 1 6 2 4 4 3 5 6 5 5 1
2 1 2 2 6 6 7 7 6 2 3 7
1 1 3 4 7 6 6 5 7 3 3 2
1 2 2 3 7 5 5 5 7 5 5 5
2 1 3 2 7 5 6 6 5 3 4 4
2 3 4 3 5 7 7 5
5 4 2 4 7 6 6 5
4 2 2 3 7 5 5 5
3 3 2 3 5 7 6 6
2 1 3 2 7 6 6 6 5 3 2 2
2 1 3 2 7 6 6 5 6 3 1 3
2 1 1 1 7 6 7 6 7 2 7 7
1 1 3 2 7 7 7 7 7 5 2 3
2 2 3 3 5 7 7 7 3
3 2 2 3 6 7 5 6 3
2 5 4 4 6 6 7 7 2
2 2 3 4 6 6 5 7 5
2
3
5
3
2
4
2
4
5
4
3
3
2
2
2
3
3
2
3
2
1
4
3 3 4 4 4 4 4 4 4
4 3 2 2 4 6 7 7 4
2 3 4 4 4 4 4 4 4
3 5 4 4 4 4 4 4 4
4
4
4
4
3
4
3 4 2 4
4 5
3 4
4
4
4 4 4 4
4 5
4 4
3
6
3 2 5 7
4 4
4 4
2
7
5 5 7 7
2 3
4 4
2 3 1 5 3 3 4 4 1 4
2 2 1 2 2 4 4 2 3 1
3 3 4 4 5 7 7 7 5 3
4 5 1 5 5 7 7 7 4 2
3 5 1 1 2 2 7 7 2 1
3 5 1 4 1 6 6 6 1 2
3 5 3 3 3 3 3 3 3 3
3 3 4 4 4 4 4 4 4 4
2 2 4 4 4 3 3 3 4 3
4 4 2 3 4 6 6 4 3 2
80
2 1 3 3 7 5 5 6 6 3 5 5 3
2 1 5 5 5 7 6 6 5 3 1 1 5
2 1 3 4 6 7 5 6 5 3 4 4 3
1 3 3 4 5 7 6 6 7 2 2 2 3
2 2 3 4 7 7 5 6 7 3
1 1 3 3 5 7 7 6 7 4
1 1 4 4 7 5 7 6 7 3
2 1 2 3 5 7 7 7 5 2
4 4 4 5 6 5 7 3
4 3 4 7 5 6 6 3
2 3 2 5 6 6 6 3
2 3 1 5 5 7 6 2
4 4 4 4 4 3 7 5 5 5
4 4 1 2 2 1 6 7 5 5
3 3 3 2 4 3 5 6 6 5
4 4 2 1 2 2 7 6 7 6
3
4
3
2
1 1 3 3 7 5 5 7 7 2 3 3 2 2 3 2 5 5 7 5 2
1 1 2 3 7 7 7 5 7 2 2 5 3 4 2 3 5 6 6 7 2
1 1 2 2 7 6 5 7 5 3 1 5 3 4
2 1 3 4 6 5 6 7 5 2 1 2 3 3
2 2 3 3 7 7 5 7 7 1 4 4 4 2
1 2 3 3 5 7 6 7 7 2 1 5 3 2
4 4 5 6 6 7 3
2 2 5 7 7 6 2
2 3 5 7 5 7 1
3 2 5 6 6 6 2
1 1 2 3 5 6 5 7 7 3 1 1 3 2
1 1 2 2 5 7 5 6 6 2 1 4 2 2
2 1 2 3 6 7 6 5 7 5 3 3 2 3
2 1 4 3 5 7 5 6 6 3 4 4 2 2
3 4 6 7 6 6 3
3 2 5 6 7 6 2
2 2 7 6 7 5 5
2 2 7 5 6 7 3
2 1 2 3 5 6 6 5 7 3 4 4 2 2 3 2 6 5 6 6 3
1 1 2 2 5 7 5 5 7 4 2 3 3 2 2 2 7 6 7 6 4
2 1 2 2 6 5 5 7 7 3 1 1
2 1 2 3 6 5 6 7 5 4 3 7
1 1 4 5 7 6 7 6 6 4 5 4
1 1 3 4 6 6 7 7 7 4 4 4
3 2 2 3 6 5 5 6
5 4 5 5 5 5 6 6
5 4 5 5 7 5 5 6
5 4 5 5 6 7 6 5
3
4
4
4
2 1 2 2 6 7 6 7 7 5 2 4 5 3 5 5 6 7 7 7 5
2 1 3 2 6 6 7 7 5 5 3 4 5 3
1 1 2 2 7 7 5 7 6 5 3 5 3 3
1 1 1 2 5 7 7 7 7 3 4 6 3 3
2 1 2 2 5 5 5 5 7 5 2 2 4 3
5 3 7 5 5 5 5
3 4 5 6 5 7 5
3 5 5 6 5 5 3
4 5 5 7 7 7 5
1 1 1 2 5 6 7 5 5 4 3 6 4 5
1 4 2 2 5 6 6 5 7 4 2 5 5 3
1 3 2 2 6 5 5 7 5 5 4 4 5 4
1 2 3 2 7 5 7 6 7 3 3 3 2 5
3 5 5 7 5 6 4
4 5 7 5 5 7 4
4 2 7 6 6 5 5
4 3 5 5 7 7 3
2 1 2 2 7 6 5 7 6 5 1 1 4 5 4 5 7 7 5 6 5
4 5 4 5 6 5 5 5 5 5 4 6 4 3 4 3 5 7 5 5 5
5 5 5 3 7 5 5 7 6 3 3 4 5 3 5 5 5 5 6 5 3
5 3 3 3 7 6 6 7 7 5 4 4 5 4 5 4 7 5 5 7 5
3 3 5 4 5 6 6 6 7 5 2 5 5 5 5 4 5 6 6 7 5
3 5 3 4 7 6 5 5 6 5 1 5 3 5 5 5 6 6 6 5 5
3
3
2
2
4
3
2
3
3
2
3
1
1
1
2
2
5
5
5
5
3
3
5
3
5
3
3
4
3
4
4
4
5
5
5
5
5
3
5
2 2 1 1 4 7 7 7 3 1
3 2 3 7 5 7 7 6 5 4
2 3 5 4 5 5 5 5 6 5
1 2 4 4 3 7 7 7 5 4
4 5 2 4 4 4 5 4 4 3
3 5 3 4 4 4 5 5 4 4
2 3 3 5 5 6 6 6 5 5
4 4 4 6 6 5 7 6 6 5
1 2 2 2 2 2 5 3 2 2
1 2 3 6 3 4 6 6 6 4
2 2 2 5 5 5 5 5 4 5
2 2 4 4 4 6 4 4 4 4
2 4 3 3 4 4 4 4 4 4
2 2 1 1 1 1 1 1 1 1
2 4 4 6 5 5 6 7 5 4
2 4 3 4 4 4 5 5 5 4
5 5 4 4 4 4 4 4 4 3
5 5 2 5 5 7 7 7 4 4
5 5 1 5 3 3 4 4 1 4
5 5 1 2 2 4 4 2 3 1
3 3 4 4 5 7 7 7 5 3
5 4 1 5 5 7 7 7 4 2
5 4 1 1 2 2 7 7 2 1
3 4 1 4 1 6 6 6 1 2
3 5 3 3 3 3 3 3 3 3
4 5 4 4 4 4 4 4 4 4
3 5 4 4 4 3 3 3 4 3
5 4 2 3 4 6 6 4 3 2
5 4 1 1 4 7 7 7 3 1
3 4 3 7 5 7 7 6 5 4
3 5 5 4 5 5 5 5 6 5
4 5 4 4 3 7 7 7 5 4
4 5 2 5 5 7 7 7 4 4
3 5 1 5 3 3 4 4 1 4
4 4 1 2 2 4 4 2 3 1
4 3 4 4 5 7 7 7 5 3
4 4 1 5 5 7 7 7 4 2
5 4 1 1 2 2 7 7 2 1
5 4 1 4 1 6 6 6 1 2
81
5 5 2 5 7 7 5 5 6 5 1 2 3
3 3 4 5 5 6 7 7 7 3 4 4 4
4 4 4 2 6 5 7 6 6 3 1 5 5
5 5 5 4 7 5 7 5 6 5 1 1 5
5 2 3 5 7 6 7 5
5 3 5 6 7 7 6 3
5 5 5 5 7 5 6 3
5 3 5 6 5 7 6 5
5 5 5 4 7 5 7 6 7 5 1 4 5 5 2 3 5 7 6 6 5
5 3 3 5 6 6 5 5 6 3 3 3 5 5 4 5 6 5 5 7 3
5 3 2 5 5 7 5 7 6 5 4 4
5 4 4 5 7 6 7 7 6 5 4 4
3 5 4 4 6 6 6 7 6 3 2 3
3 5 5 4 5 7 6 6 7 5 1 1
5 5 4 3 7 7 6 7 5
3 5 5 3 5 6 6 5 5
3 3 5 4 5 6 7 7 3
4 3 3 3 7 6 6 7 5
4 5 3 5 7 5 7 7 7 3 3 7 5 4 2 4 5 6 7 6 3
4 5 2 3 7 5 7 6 6 2 5 4 4 4 4 4 6 6 6 7 2
5 5 4 5 5 6 5 6 7 5 4 4 5 5 4 4 7 6 6 6 5
5 3 4 3 5 7 7 6 5 5 2 5 4 5 5 5 5 7 7 6 5
2 3 5 2 6 6 7 7 7 3 1 5 5 2 3 5 5 7 6 7 3
4 4 5 4 6 5 7 7 6 5 1 2
4 5 3 4 5 5 6 7 5 5 4 4
5 5 5 5 6 7 6 6 6 3 1 5
5 5 3 5 5 5 5 7 7 5 1 1
5 4 2 5 6 5 7 5
5 4 4 5 5 6 6 7
4 5 4 3 7 7 7 5
4 4 5 3 5 5 6 5
5 4 2 3 6 7 7 6 6 5 1 4
4 4 4 2 7 6 6 7 6 5 3 3
4 5 4 4 7 7 5 5 7 3 4 4
5 5 5 4 5 7 5 7 7 3 4 4
5 4 5 5 7 6 6 5
3 5 3 5 5 5 7 6
5 5 5 5 6 6 7 6
3 5 3 5 6 7 6 5
5
3
5
5
3
3
3 2 3 4 7 5 5 5 5 4 2 3 2 4 2 3 6 6 5 6 4
5 4 2 5 7 5 6 7 7 5 1 1 4 4 4 3 6 5 6 7 5
3 4 3 5 5 6 7 5 6 5 3 7 4 4 4 5 7 6 7 6 5
2 5 5 3 6 7 7 6 5 5 5 4 5 5
4 5 3 3 5 6 5 7 6 3 4 4 5 5
4 5 4 5 5 5 6 5 7 3 4 4 3 3
5 4 5 5 5 5 7 6 6 4 4 4 2 3
5 5 7 6 5 5 5
3 2 7 5 6 7 3
2 3 5 5 7 5 3
3 5 6 6 6 5 4
5 4 4 3 7 6 5 6 5 5 2 3 4 5
3 4 5 4 5 5 5 7 7 5 1 1 4 3
2 4 5 5 6 7 5 7 5 5 3 7 4 4
4 4 5 5 5 6 6 7 6 5 5 4 5 5
5 3 7 7 5 7 5
3 2 5 6 7 5 5
4 5 6 7 6 7 5
5 5 6 6 6 5 5
4 5 4 3 7 6 5 7 5 5 4 4
4 5 5 3 5 7 5 5 6 5 1 4
5 3 4 4 7 6 7 7 6 3 3 3
5 3 4 5 5 5 7 5 6 3 2 5
5 5 4 5 7 5 5 5
3 5 5 3 5 6 7 6
5 5 5 3 6 5 5 6
5 5 5 4 7 7 7 5
5
5
3
3
3 5 3 4 5 5 5 6 7 4 1 5 4 3 4 5 6 7 6 6 4
5
5
5
3
3
5
5
3
5
5
5
5
2
3
5
3
2
5
5
5
3
3
4
5
5
5
3
3
4
5
5
5
3
4
5
5
3
3
4
5 5 3 3 3 3 3 3 3 3
5 5 4 4 4 4 4 4 4 4
2 5 4 4 4 3 3 3 4 3
3 5 2 3 4 6 6 4 3 2
5 5 1 1 4 7 7 7 3 1
3 2 3 7 5 7 7 6 5 4
2 3 5 4 5 5 5 5 6 5
5 5 4 4 3 7 7 7 5 4
5 3 4 4 4 4 4 4 4 4
5 2 4 4 4 3 3 3 4 3
5 5 2 3 4 6 6 4 3 2
2 5 1 1 4 7 7 7 3 1
3 5 3 7 5 7 7 6 5 4
5 3 5 4 5 5 5 5 6 5
5 3 4 4 3 7 7 7 5 4
5 4 1 4 1 6 6 6 1 2
5 5 3 3 3 3 3 3 3 3
3 5 2 5 5 7 7 7 4 4
3 5 1 5 3 3 4 4 1 4
4 5 1 2 2 4 4 2 3 1
5 2 4 4 5 7 7 7 5 3
5 3 1 5 5 7 7 7 4 2
5 5 1 1 2 2 7 7 2 1
5 3 1 4 1 6 6 6 1 2
5 2 3 3 3 3 3 3 3 3
5 5 4 4 4 4 4 4 4 4
5 5 4 4 4 3 3 3 4 3
5 5 2 5 5 7 7 7 4 4
3 2 1 5 3 3 4 4 1 4
3 3 1 2 2 4 4 2 3 1
4 5 4 4 5 7 7 7 5 3
5 5 1 5 5 7 7 7 4 2
5 3 1 1 2 2 7 7 2 1
4 3 1 4 1 6 6 6 1 2
5 3 3 3 3 3 3 3 3 3
5 4 4 4 4 4 4 4 4 4
5 5 4 4 4 3 3 3 4 3
3 5 2 3 4 6 6 4 3 2
4 5 2 5 5 7 7 7 4 4
82
3 5 3 3 5 6 6 6 5 5 1 2 4
5 4 4 3 7 6 6 5 7 5 4 4 5
5 5 5 5 7 5 5 7 7 4 1 5 5
3 4 5 4 6 7 6 5 6 5 1 1 5
3 5 5 7 5 7 5 5
5 4 5 6 7 6 5 5
5 4 5 5 6 6 7 4
4 3 3 7 6 5 6 5
4 5 5 4 6 7 5 7 6 5 1 4 4 5 3 3 6 6 7 5 5
5 5 5 5 5 7 7 5 6 5 3 3
5 3 5 2 5 7 6 6 6 5 4 4
3 3 5 3 5 5 7 7 7 3 4 4
3 5 5 3 6 7 5 5 5 3 2 5
4 4 4 4 5 6 5 7
5 5 5 5 7 6 5 6
4 5 5 5 6 6 7 5
4 3 5 5 7 6 7 7
4 3 4 5 6 6 7 5 7 4 1 5 3
5 4 5 4 5 6 6 7 6 5 1 2 3
4 5 5 4 7 6 6 6 7 3 4 4 3
3 5 5 5 5 6 5 5 7 3 1 5 5
5
5
3
3
5
5
3
3 5 6 7
4
5
5
5
3 7 6 7
5
5
7
3
4 7 7 7
3
5
6
4
5 6 6 5
3
3 5 4 4 5 7 5 6 5 4 1 1 4 5 4 5 6 5 5 6 4
5 5 4 4 7 7 5 5 7 5 1 4 4 5 5 5 7 5 5 7 5
4 5 3 3 7 7 7 7 6 5 3 3
4 3 4 3 6 5 5 5 5 4 4 4
5 5 3 2 5 7 5 6 5 5 4 4
2 5 3 4 7 5 6 5 5 5 2 3
5 5 5 5 6 7 5 6
4 5 5 5 5 6 7 7
4 3 4 3 7 5 5 6
3 2 4 3 7 7 7 6
5
4
5
5
3 4 5 4 5 7 7 7 5 3 2 5 3 4 3 4 7 5 5 6 3
3 4 5 5 6 5 6 6 7 3 1 5
5 5 5 4 7 5 6 7 7 4 1 2
4 4 4 4 5 5 7 7 6 5 4 4
4 4 5 5 5 5 6 7 5 5 1 5
2 4 4 5 7 7 6 6
4 5 3 5 5 5 5 5
4 4 5 5 6 7 7 6
5 4 5 3 6 7 7 7
5 3 5 5 7 7 5 6 5 3 1 1 4 5
4 3 5 5 6 5 6 6 5 3 1 4 4 5
4 4 4 4 7 5 7 5 5 4 2 5 4 5
3 5 3 4 5 7 5 5 5 5 1 5 5 4
3
4
5
5
5 5 6 6 7 6 3
5 3 7 5 7 6 3
5 3 5 6 5 6 4
3 4 7 5 5 6 5
3 5 3 5 7 6 5 6 5 5 1 2 3 4 3 5 6 6 5 6 5
2 5 5 4 6 7 7 6 6 3 4 4 5 5 4 3 7 7 6 7 3
4 5 3 3 7 5 5 6 7 3 1 5 3 5 3 3 5 6 5 6 3
4 5 4 4 7 5 6 5 5 4 1 1
5 3 5 5 5 6 7 7 6 5 1 4
4 4 5 5 5 5 6 7 5 5 3 3
4 3 5 5 6 7 5 7 7 3 4 4
5 3 5 5 7 7 7 5 7 3
5 5 5 4 5 5 6 7 5 4
5 4 3 4 6 7 5 7 5 5
4 5 3 4 7 7 5 6 5 2
2 5 2 4 7 5 6 6
4 3 2 5 7 5 6 6
4 3 2 5 5 5 6 7
5 3 4 5 6 7 5 7
4 4 5 3 4 3 5 6 7 6
2 3 3 4 5 3 7 7 7 7
1 1 2 4 5 4 7 5 5 6
3 7 4 4 5 5 7 6 6 7
5
5
3
4
5
2
5
5
5
5
5
5
3
3
4
5
5
3
3
4
5
5
5
5
5
4
5
5
4
5
5
3
4
5
5
5
3
3
4
5
5
3
4
5
2
5 5 1 5 3 3 4 4 1 4
5 6 1 2 2 4 4 2 3 1
4 5 4 4 5 7 7 7 5 3
5 5 1 5 5 7 7 7 4 2
5 5 1 1 2 2 7 7 2 1
5 5 1 4 1 6 6 6 1 2
5 3 2 5 5 7 7 7 4 4
3 3 1 5 3 3 4 4 1 4
3 4 1 2 2 4 4 2 3 1
4 5 4 4 5 7 7 7 5
5 5 1 5 5 7 7 7 4
4 3 1 1 2 2 7 7 2
5 4 1 4 1 6 6 6 1
3
2
1
2
3
3
3 3 3 3
5 5
3 3
3 5 4 4 4 4 4 4 4 4
3 3 4 4 4 3 3 3 4 3
4 4 2 3 4 6 6 4 3 2
5 5 1 1 4 7 7 7 3 1
5 5 3 7 5 7 7 6 5 4
5 4 5 4 5 5 5 5 6 5
5 5 4 4 3 7 7 7 5 4
5 5 1 1 2 2 7 7 2 1
5 4 1 4 1 6 6 6 1 2
5 5 3 3 3 3 3 3 3 3
3 5 4 4 4 4 4 4 4 4
3 3 2 5 5 7 7 7 4 4
4 4 1 5 3 3 4 4 1 4
5 5 1 2 2 4 4 2 3 1
5 5 4 4 5 7 7 7 5 3
5 4 1 5 5 7 7 7 4 2
5 5 1 1 2 2 7 7 2 1
4 3 1 4 1 6 6 6 1 2
5 4 3 3 3 3 3 3 3 3
5 5 4 4 4 4 4 4 4 4
3 5 4 4 4 3 3 3 4 3
3 3 2 3 4 6 6 4 3 2
4 4 1 1 4 7 7 7 3 1
5 5 3 7 5 7 7 6 5 4
3 3 5 4 5 5 5 5 6 5
83
4 2 4 4 6 7 7 6 7 2 5 4 4 5 5 3 6 5 5 5 2 3 4 4 4 4 3 7 7 7 5 4
5 5 5 5 5 5 6 6 6 2 4 4
4 4 5 3 6 7 7 7 6 4 1 1
3 5 5 2 5 6 7 6 6 4 1 4
4 3 4 4 6 6 6 7 7 5 3 3
4 5 5 3 5 7 6 6
4 2 3 4 6 7 7 6
4 4 3 5 5 7 7 5
4 3 4 3 7 7 5 6
2 2 3 3 1 5 5 7 7 7 4 2
4 2 4 5 1 1 2 2 7 7 2 1
4 3 3 3 1 4 1 6 6 6 1 2
5 5 5 5 3 3 3 3 3 3 3 3
5 5 4 4 5 7 5 5 7 3 4 4 5 2 3 3 6 7 5 6 3 3 4 3 4 4 4 4 4 4 4 4
5 5 4 5 5 6 6 6 6 2 2 5 4 3 4 3 7 7 6 5 2 2 1 2 4 4 4 3 3 3 4 3
5 5 3 5 7 7 7 6 6 3 1 5 4 5 3 5 7 5 5 5 3 2 3 2 2 3 4 6 6 4 3 2
5 4 3 3 7 5 5 7 5 2 1 2 3 3 2 3 7 5 6 6 2 2 4 3 1 1 4 7 7 7 3 1
4 4 5 5 6 5 7 6 5 2 4 4 5 5 5 5 6 6 5 6 2 3 3 3 3 7 5 7 7 6 5 4
4 3 3 3 5 7 6 6 5 4 1 5 4 5
3 3 4 2 6 6 7 7 6 4 1 1 2 2
4 5 5 4 6 5 7 7 6 4 1 4 3 2
3 5 4 4 5 7 7 6 7 1 3 3 4 2
3 4 6 5 7 5 4
2 3 5 7 5 6 4
1 2 5 5 7 5 4
2 3 7 6 5 6 1
3 5 4 3 7 5 6 7 6 3 4 4 2 3 3 2 7 5 5 5 3
3 5 4 2 5 6 6 5 5 3 4 4 5 4 5 4 5 5 6 5 3
5 5 4 4 6 5 5 6 6 5 2 3 4 4 3 4 7 7 6 6 5
2 3 3 3 5 7 6 6 5 2 1 1
2 3 3 3 7 5 7 7 7 3 3 7
2 2 2 3 7 7 7 5 5 3 5 4
3 3 3 5 7 7 6 6 6 5 4 4
4 3 5 4 7 6 7 7
5 3 4 1 5 6 5 7
2 3 4 3 6 7 6 6
4 5 4 4 5 6 6 6
2
3
3
5
2 2 3 3 7 5 7 7 7 4 1 5 4 3 3 5 6 6 5 5 4
3 4 4 5 7 6 7 6 7 2 1 1 4 3 3 3 5 6 6 6 2
3 4 4 4 5 6 7 6 6 3 1 4 5 5 5 5 6 7 7 7 3
1 3 2 2 7 7 5 6 5 3 3 3 5 5 5 4 7 7 6 7 3
2 2 3 2 7 7 7 6 6 2 4 4 5 4 5 5 7 7 6 7 2
1 2 3 3 7 5 5 7 7 5 4 4 5 3
1 3 3 4 5 5 6 5 5 5 2 3 3 4
2 3 3 4 7 7 5 7 6 5 1 1 2 2
2 3 3 3 5 5 6 6 6 3 3 7 2 1
5 4 7 5 6 5 5
2 2 6 5 7 6 5
3 3 7 6 6 6 5
2 2 7 5 6 7 3
4 3 4 4 6 6 6 7 6 2 2 5 2 2
3 2 3 5 6 7 7 5 5 1 1 5 4 2
4 3 4 4 6 7 7 7 6 3 1 2 4 3
4 2 3 3 5 7 6 6 7 3 4 4 5 5
3 2 6 7 6 5 2
5 5 7 7 7 7 1
5 4 7 6 7 7 3
5 5 6 6 5 5 3
3 4 4 3 6 7 7 7 7 4 1 5 3 5 4 4 7 6 6 5 4
2 2 2 3 5 7 6 5 7 2
3 4 3 5 7 7 7 5 7 2
5 5 4 5 5 5 6 7 5 3
4 4 4 5 5 6 7 7 7 3
1 1 2 3 2 4 6 5 6 6
1 4 2 1 2 1 7 5 5 7
3 3 3 4 4 3 7 7 6 5
4 4 1 2 4 2 5 5 6 6
2
2
3
3
3
3
3
1
2
4
3
2
3
1
5
5
3
4
2
3
5
5
5
4
4
2
3
3
3
2
3
5
4
4 4 2 5 5 7 7 7 4 4
3 3 1 5 3 3 4 4 1 4
4 4 1 2 2 4 4 2 3 1
3 2 4 4 5 7 7 7 5 3
2 2 1 5 5 7 7 7 4 2
4 4 1 1 2 2 7 7 2 1
3 5 1 4 1 6 6 6 1 2
1 2 3 3 3 3 3 3 3 3
5 5 4 4 4 4 4 4 4 4
4 3 2 5 5 7 7 7 4 4
5 5 1 5 3 3 4 4 1 4
5 4 1 2 2 4 4 2 3 1
3 2 4 4 5 7 7 7 5 3
4 3 1 5 5 7 7 7 4 2
2 2 1 1 2 2 7 7 2 1
2 2 1 4 1 6 6 6 1 2
5 5 3 3 3 3 3 3 3 3
5 4 4 4 4 4 4 4 4 4
5 5 4 4 4 3 3 3 4 3
5 5 2 3 4 6 6 4 3 2
2 2 1 1 4 7 7 7 3 1
1 1 2 5 5 7 7 7 4 4
5 4 1 5 3 3 4 4 1 4
2 3 1 2 2 4 4 2 3 1
3 2 4 4 5 7 7 7 5 3
3 2 1 5 5 7 7 7 4 2
1 2 1 1 2 2 7 7 2 1
5 5 1 4 1 6 6 6 1 2
4 4 3 3 3 3 3 3 3 3
84
5 3 4 4 7 7 6 5 6 1 2 5 2 4 2 2 5 5 6 7 1 2 3 1 4 4 4 4 4 4 4 4
3 3 2 3 7 5 7 6 5 3 1 5 2 2 3 2 6 5 5 6 3 2 2 3 4 4 4 3 3 3 4 3
3 2 2 3 7 7 5 6 7 2 1 2 2 2 3 1 6 7 7 7 2 1 2 3 2 3 4 6 6 4 3 2
1 2 2 2 5 5 6 7 5 3 4 4 5 4 5 4 7 7 5 5 3 1 2 2 1 1 4 7 7 7 3 1
2 2 3 3 6 5 7 5 5 1 1 5 5 4 4 5 2 4 2 2 1 3 2 2 2 5 5 7 7 7 4 4
2 1 2 1 1 5 3 3 4 4 1 4
4 3 3 4 1 2 2 4 4 2 3 1
1 2 2 2 4 4 5 7 7 7 5 3
4 3 5 4 1 5 5 7 7 7 4 2
3 3 4 5 7 6 5 5 5 2 1 1
5 3 3 5 5 3 4 2 3 4 1 4
3 2 3 5 5 1 2 2 3 1 3 3
3 3 3 5 4 3 3 2 2 4 4 4
2 2 3 2 1 2 1 1
3 4 2 3 1 3 5 4
1 2 2 3 2 3 2 3
3 3 2 2 1 3 3 2
3 2 3 3 3 2 2 1 1 2 4 4
2 1 2 2 1 2 1 2 3 1 2 3
5 4 4 4 4 4 5 5 4 3 1 1
3 3 2 2 3 2 3 2 2 1 2 5
2 2 1 1 1 2 3 2 2 2 5
2 1 2 3 1 3 1 2 1 2 2
4 5 5 4 3 5 5 5 3 2 2
2 3 2 2 4 4 4 4 1 2 1
3 3 3 2 3 4 3 4 4 3 1 5
3 2 2 3 2 4 4 3 2 2 1 2
2 2 1 2 3 3 2 2 2 3 4 4
3 4 4 5 5 2 5 3 3 2 1 5
4 3 4 4 3 2 3 1 3 3 4
4 4 3 2 3 2 2 3 2 2 2
3 2 2 2 1 1 2 3 3 5 4
2 5 3 3 3 1 2 2 2 5 5
4 3 3 5 5 3 3 3 1 5 1 1
3 2 2 3 2 1 5 5 5 5 1 4
2 3 4 4 3 5 4 4 5 5 3 3
2 3 1 2 3 5 2 2 3 4 4 4
3 3 3 1 4 3 2 2
1 5 5 5 4 1 2 1
5 4 4 5 1 3 3 4
5 2 2 3 2 2 2 2
5 1 3 2 5 4 5 5 5 5 6 5
5 2 1 3 4 4 3 7 7 7 5 4
5 4 3 3 1 2 2 4 4 2 3 1
4 1 2 3 4 4 5 7 7 7 5 3
4 4 3 3 3 4 1 3 5 4
2 3 4 2 3 2 1 2 5 5
1 1 2 2 2 3 1 2 3 5
2 5 3 5 5 5 3 3 4 2
4 4 3 3 1 5 5 7 7 7 4 2
2 1 3 2 1 1 2 2 7 7 2 1
3 2 1 3 1 4 1 6 6 6 1 2
3 4 3 2 3 3 3 3 3 3 3 3
2 2 1 2 2 3 3 3 4 4
3 3 2 2 3 4 2 3 2 2
2 1 2 2 2 2 2 2 3 3
1 1 2 4 4 3 5 5 5 3
2 1 2 2 2 5 4 5 5 3 1 5 5 4
3 2 2 4 3 5 5 5 5 2 1 2 5 5
2 2 2 4 3 5 2 2 2 3 4 4 5 2
5 3 3 5 5 4 5 3 3 1 1 5 4 5
5 5 4 3 2 3 3 1 2
5 5 2 2 3 2 2 4 3
2 2 1 5 5 2 3 2 2
3 3 1 5 5 3 1 2 2
5 1 1 2 2 7 7 2
3 1 4 1 6 6 6 1
2 3 3 3 3 3 3 3
5 4 4 4 4 4 4 4
1
2
3
4
4
3
4 4 3 3
5
4 3
2
4
3 4 6 6
5
3 2
1
7
1 4 7 7
4
3 1
3
6
7 5 7 7
4
5 4
2 4 4 4 4 4 4 4 4
4 2 5 5 7 7 7 4 4
4 1 5 3 3 4 4 1 4
4 1 2 2 4 4 2 3 1
2 2 1 2 2 4 3 3 1 3 1 1 4 3 3 1 2 5 5 5 3 2 1 1 4 4 5 7 7 7 5 3
3 3 5 5 3 2 5 5 5 2 1 4 2 5 5 5 1 5 5 3 2 3 4 3 1 5 5 7 7 7 4 2
3 1 4 3 3 3 4 4 5 3 3 3 3 4 4 5 1 5 5 2 3 5 4 3 1 1 2 2 7 7 2 1
5 5 5 5 5 3 2 2 3 3 4 4 3 2 2 3 1 2 3 2 3 2 1 5 1 4 1 6 6 6 1 2
4 5 5 4 4 3 3 3 4 2
2 3 3 2 2 2 2 3 2 3
3 4 4 3 3 3 2 2 3 2
3 2 2 2 3 5 5 5 5 5
4 4 3 3 3 4 3 3 4 2
2 3 2 2 3 2 2 3 2 3
1 1 3 2 2 3 1 2 3 3
3 7 5 5 5 5 1 5 6 5
2 3 4 2 3 3 3 3 3 3 3 3
3 5 4 3 2 5 5 7 7 7 4 4
2 2 2 3 1 5 3 3 4 4 1 4
5 3 3 5 1 2 2 4 4 2 3 1
2 3 2 2 2 4 4 5 5 3 5 4 4 4 5 5 2 5 6 6 3 3 1 4 4 4 5 7 7 7 5 3
5 5 5 5 5 2 5 5 5 5 4 4 2 5 5 5 1 6 6 5 5 5 5 2 1 5 5 7 7 7 4 2
85
5 5 5 4 5 2 2 2 2 4 1 2 2 2 2 2 1 5 7 7 4 4 5 3 1 1 2 2 7 7 2 1
5 5 5 5 5 1 5 3 3 2 4 4 1 5 3 3 1 5 7 6 2 2 3 3 1 4 1 6 6 6 1 2
3 4 5 5 3 1 3 3 1 3 1 5 1 3 3 1 3 6 6 6 3 3 4 2 3 3 3 3 3 3 3 3
2 4 2 2 2 3 5 5 5 2 1 1
1 2 1 1 1 1 4 4 5 2 1 4
3 3 5 4 3 3 2 2 3 5 3 3
3 3 2 3 3 2 3 3 4 4 4 4
3 5 5 5 4 5 7 5
1 4 4 5 2 5 7 6
3 2 2 3 1 5 5 7
2 3 3 4 1 7 5 5
2 3 2 5 4 4 4 4 4 4 4 4
2 2 3 5 2 5 5 7 7 7 4 4
5 5 5 5 1 5 3 3 4 4 1 4
4 5 5 3 1 2 2 4 4 2 3 1
4 3 3 2 4 3 2 3 2 5 2 5 3 2 3 2 2 7 5 6 5 5 5 2 4 4 5 7 7 7 5 3
2 2 3 2 2 2 2 2 3 2 1 5 2 2 2 3 1 7 7 6 2 2 2 1 1 5 5 7 7 7 4 2
2 3 1 2 2 2 5 5 5 5 1 2 2 5 5 5 1 5 5 5 5 3 3 3 1 1 2 2 7 7 2 1
3 5 5 5 3 1 4 5 5 3 4 4 1 4 5 5 1 6 6 5 3 3 1 3 1 4 1 6 6 6 1 2
3 4 4 4 3 4 5 5 5 5 1 5 4 5 5 5 3 5 7 6 5 5 5 4 3 3 3 3 3 3 3 3
1 2 3 1 1 2 1 4 3 4 1 1
3 2 2 3 3 4 4 2 2 2 1 4
2 1 2 3 2 2 3 2 3 3 3 3
3 1 2 2 3 5 5 3 5 2 2 5
2 1 4 3 2 7 7 6 4
4 4 2 2 1 5 7 5 2
2 3 2 3 2 5 7 6 3
5 5 3 5 1 7 7 6 2
1 3 2 2 1 5 5 3 4 2 1 5 5 5 3 4 1 5 5 7 2
2 1 2 1 2 5 5 1 2 5 1 2 5 5 1 2 2 7 6 5 5
4 3 3 4 4 3 4 3 2 4 4 4 3 4 3 2 1 6 7 5 4
1 2 2 2 1 2 4 2 1 5 1 5
4 3 5 4 4 1 2 3 1 5 1 1
2 2 5 5 2 3 3 1 3 6 1 4
5 5 1 3 2 3 3 2 1 7 3 3
2 4 2 1 1 6 7 7
1 2 3 1 1 5 6 7
3 3 1 3 3 5 6 6
3 3 2 1 2 6 7 5
5
5
6
7
5 5 2 1 2 4 4 4 3 7 4 4 4 4 4 3 1 6 7 7 7
5 5 4 3 3 1 2 1 2 6 2 5 1 2 1 2 1 6 6 5 6
3 4 1 2 2 4 4 4 3 7 1 5 4 4 4 3 2 5 6 5 7
2 4 4 3 5 5 6 7 5 7 1 2 5 6 7 5 1 7 6 5 7
1 2 1 3 3 5 6 5 6 5 4 4 5 6 5 6 2 7 7 5 5
3 3 2 1 1 6 7 6 5 5 1
3 3 4 3 3 6 7 5 7 6 1
4 3 1 2 2 6 5 5 7 6 1
2 2 4 3 3 5 7 5 6 5 3
5 6 7 6 5 1 6 5 5 5
1 6 7 5 7 1 7 5 6 6
4 6 5 5 7 2 5 6 7 6
3 5 7 5 6 1 7 5 6 5
1 3 2 2 2 6 7 6 6 5 2 5 6
2 1 2 2 1 5 6 7 5 7 1 5 5
4 3 2 1 2 7 7 7 6 5 2 5 7
1 2 3 4 4 6 7 7 6 5 1 5 6
7 6 6 1 6 7 5 5
6 7 5 1 5 5 6 7
7 7 6 3 6 7 7 5
7 7 6 2 6 5 5 5
4 3 5 4 4 6 7 6 6 5 1 2 6 7 6 6 1 7 6 7 5
4 3 2 1 2 5 7 7 7 7 4 4 5 7 7 7 1 5 6 7 7
1 2 3 4 4 5 6 6 7 7 1 5 5 6 6 7 2 6 6 5 7
4
2
3
3
2
5
5
5
5
7
5
7
5
6
6
5
7
7
7
7
6
6
5
6
6
5
7
5 2 2 5 5 7 7 7 4 4
3 2 1 5 3 3 4 4 1 4
4 3 2 5 5 7 7 7 4 4
2 3 1 5 3 3 4 4 1 4
3 1 1 2 2 4 4 2 3 1
5 3 4 4 5 7 7 7 5 3
5 2 1 5 5 7 7 7 4 2
5 3 1 1 2 2 7 7 2 1
5 1 1 4 1 6 6 6 1 2
7 6 3 3 3 3 3 3 3 3
6 5 2 5 5 7 7 7 4 4
5 7 1 5 3 3 4 4 1 4
6 6 1 2 2 4 4 2 3 1
7 6 4 4 5 7 7 7 5 3
5 7 1 5 5 7 7 7 4 2
6 6 2 5 5 7 7 7 4 4
5 7 1 5 3 3 4 4 1 4
5 7 1 2 2 4 4 2 3 1
5 7 4 4 5 7 7 7 5 3
7 7 1 5 5 7 7 7 4 2
6 5 1 1 2 2 7 7 2 1
7 7 1 4 1 6 6 6 1 2
5 5 3 3 3 3 3 3 3 3
7 6 2 5 5 7 7 7 4 4
7 5 1 5 3 3 4 4 1 4
5 7 1 2 2 4 4 2 3 1
7 5 4 4 5 7 7 7 5 3
86
6 7 7 6 7 5 6 6 5 7 1 1 5
6 7 6 6 5 7 5 6 7 6 1 4 7
5 5 5 6 7 7 7 7 7 7 3 3 7
7 6 7 5 7 6 6 7 6 5 2 5 6
6 6 5 1 7 7 6 7
5 6 7 5 7 6 7 6
7 7 7 4 7 7 6 7
6 7 6 5 7 5 6 5
6 6 6 5 5 5 7 6 6 6 1 5 5 7 6 6 4 5 6 5 6
6 7 5 5 7 6 5 7 6 7 1 2 6 5 7 6 1 7 7 6 7
6 5 6 7 7 5 7 6 5 6 4 4 5 7 6 5 4 5 6 5 6
6 7 5 5 6 7 7 6 7 7 1 5
5 5 6 5 6 6 5 6 5 7 2 5
6 7 6 7 7 7 5 7 6 5 1 5
6 6 6 7 5 7 6 7 7 5 1 2
7 7 6 7 5 6 5 6 7
6 5 6 5 4 5 5 7 7
7 5 7 6 1 7 7 5 5
7 6 7 7 4 6 6 6 5
6 5 5 5 5 7 6 5 6 7 4 4
7 7 5 6 6 7 7 6 6 7 1 5
5 5 7 7 6 6 5 6 7 5 1 1
5 5 5 7 7 7 5 5 6 7 1 4
7 6 5 6 1 5 5 6 7
7 7 6 6 3 6 6 6 7
6 5 6 7 4 6 7 5 5
7 5 5 6 4 5 7 6 7
7 6 5 7 6 5 6 6 5 7 3 3 5 6
7 7 7 5 5 6 7 5 7 6 2 5 6 7
7 7 7 6 6 6 6 6 6 7 1 5 6 6
7 7 7 7 6 7 7 6 5 6 1 2 7 7
5 6 7 7 5 7 5 7 6 7 4 4
7 5 7 5 7 5 5 7 5 6 1 5
6 5 5 6 5 5 6 7 7 5 3 7
6 5 5 5 7 5 5 5 5 7 3 2
6 5 1 7 7 7 7
5 7 2 7 6 5 6
6 6 1 6 6 7 7
6 5 1 5 7 7 6
7 5 7 6 1 6 6 7
5 5 7 5 3 5 5 5
5 6 7 7 2 6 6 6
5 5 5 5 1 7 6 5
7
6
5
7
5 7 6 6 7 6 5 6 6 5 5 5 6 5 6 6 1 5 6 6 5
7 5 6 6 5 5 7 7 5 5 4 4 5 7 7 5 2 6 5 5 5
7 5 7 7 5 5 5 7 5 6 2 2 5 5 7 5 1 5 7 5 6
6 6 6 6 6 5 4 6 6 7 1 3 5 7 5 7 5 6 6 6 6
3 3 3 2 2 2 4 4 3 2 5 5 5 6 7 7 4 2 2 2 7
7
5
5
6
5
5
6
5
6
5
7
7
7
6
6
7
5
6
5
5
7
6
5
7
7
5
6
5
7 6 1 5 5 7 7 7 4 2
6 5 3 7 6 5 7 7 6 6
6 7 3 2 3 2 1 1 2 2
7 6 5 5 5 5 5 5 5 5
5 6 4 4 4 4 4 4 4 4
7 6 2 2 2 7 7 7 2 1
6 7 1 3 2 5 5 7 5 1
6 6 5 5 5 5 5 5 5 5
7 7 4 4 4 4 4 4 4 4
6 6 2 2 2 7 7 7 2 1
6 5 1 3 2 5 5 7 5 1
7 7 1 1 4 7 7 7 3 1
7 7 3 7 5 7 7 6 5 4
5 7 5 4 5 5 5 5 6 5
6 5 4 4 3 7 7 7 5 4
7 5 1 2 2 4 4 2 3 1
6 7 4 4 5 7 7 7 5 3
7 6 1 5 5 7 7 7 4 2
6 6 1 1 2 2 7 7 2 1
7 6 1 4 1 6 6 6 1 2
5 5 3 3 3 3 3 3 3 3
6 5 2 5 5 7 7 7 4 4
7 6 1 5 3 3 4 4 1 4
6 7 1 2 2 4 4 2 3 1
7 6 4 4 5 7 7 7 5 3
5 6 1 5 5 7 7 7 4 2
5 5 3 7 6 5 7 7 6 6
7 7 3 2 3 2 1 1 2 2
87
APPENDIX IV
STRUCTURAL EQUATION MODEL
88

The Factor That Effact Young Adult Behavior Toward Online Shopping

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Factors That Affect Young Adult Behavior toward

I Komang Bagus Tribawa

Made Putra Pradnyana

Faculty of Business Administration

Cikarang, December 12th, 2014

CHAPTER III RESEARCH METHODOLOGY.19

3.4 Validity and Reliability..23

4.3.1 Path Diagram.....50

1.2 Problem Identification

Bhineka.co.id and Lazada.co.id among others. In this environment of customer choice,

1.3 Problem statement

1.4 Research Objective

1.5 Research limitation

1.7 Significance of study

and its implementation such as benefit of brand, product value, Website

experience, price and advertisement influence perceived emotion toward customer

2.1 Development of online shopping

2.2 Parameters affecting young adult customers shopping online

2.2.1 Product Category

They stated that the reason online shop can save

2.3 Past Research

Factors that affect

name, gender, age, etc.

Sample size : 92 Feelings and impresion

of online shopping, and

Methodology : use the popularity of the

Third pard : saftey, trust,

:population of Bei preceived risk, service

Jing , the Capital of quality,

price, product variety,

Adil Bashir / Consumer Behavior

Pakistan that use

internet and buying

Sample size : 240

:the Subjective factor :

Monkok, and the consumers attitude

Kong Objective factors :

Sampling size :172

Tayyab, Aziz Affecting

different population time, sales service and

and discount sales.

Irum Javed / Pakistan?

Sampling size :120

2.4. Theoretical Framework

3.2.2 Sampling size

3.2.3 Sampling technique

3.3. Data Gathering

3.3.2 Data Preparation

The researcher assured the respondents of anonymity and confidentiality.

The researcher thanked every respondent who participated in the survey.

3.3.4 Statistical Analysis

3.4. Validity and Reliability

3.5. Data Analysis

3.5.2 Descriptive analysis

3.5.3 Inferential Analysis

3.5.4 Structural Equation Modeling (SEM)

Testing whether the estimated population

Normed Chi Square

The ratio between the values of chi-square

Lower limit = 1.0

The Minimum Sample

Discrepancy Function Statistic Chi Square divided degree of

Fit A measure of the accuracy of the model in

generating observed covariance matrix