Affect Of Cultural Factor On Consumer Behaviour In Online Shop

Consumer behavior is an action taken by a person in making a decision to search for, purchase, acquire, use of goods and services that will satisfy their needs. The purpose of this study is presented to determine how much the behavior of consumers to choose online shopping and direct shopping at Management of Higher School ( STIM) Sukma Medan. The method used in this research is descriptive method with quantitative data that has been obtained through the data directly from the company. The data collected with the spaciousness of research and literature in the form of distributing questionnaires to 52 (fifty-two) consumers. Processing data using SPSS statistical test tools version 17.00. Based on the results of the 4 (four) and the indicator above the 8 (eight) questions as well as 52 (fifty-two) consumers. Results showed that the most influential in choosing online shopping is a cultural factor with a percentage of 26.14%, while the most influential in choosing the direct spending is psychological factors with the percentage of 26.50%.

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