We analyze patterns of consumer behavior in Indonesia omnichannel era of 2019. With a total of more than one thousand participants with quantitative data collection methods conducted using online surveys, the following is the pattern of the majority of Indonesia consumer behavior  in 2019.

Offline Shopping  are still more popular than Online Shopping 

From the data collected concluded that most Indonesian people still prefer to use offline shopping patterns compared to online shopping. The average Indonesian people prefer to meet personal needs such as household needs, beauty product, personal care and also household cleaning tools, using the offline shopping method.
 
Even so, online shopping patterns have a higher presentation value when shopping activities undertaken are to meet tertiary needs such as entertainment needs, shopping for clothes, and traveling tickets. Almost all of the tertiary needs of Indonesian society today are met by online shopping.

From the data of shopping patterns for goods needs, it can be concluded that Indonesian people still use offline shopping patterns to meet primary and secondary needs. Then when the primary and secondary needs are met, then the tertiary needs are met by doing online shopping both for traveling and for entertainment and fashion.
 

The Most Favorite Online Store to Buy Fashion Products

From the data collected there are some of the highest lists of online stores that are most often used to buy fashion needs online by the people of Indonesia. Fashion needs to be discussed include the purchase of clothes, shoes and watches. So the limit of research on online shopping patterns is these three items.

For the most popular place to buy clothes online where the sample of respondents is 200 people, it shows that Shopee is number one with a total of 73 respondents. Followed later with Lazada with 37 respondents, Tokopedia with 32 respondents. Following in number four and five there are Bukalapak with 21 respondents and 20 Instagram people.

For the purchase of clothes and watches, the top five ranks are still occupied by the same platform even though the number of respondents is different and also the score of respondents on each platform is also different. In general, Shopee is a favorite platform where Indonesian people do online shopping transactions to fulfill their fashion needs.

From the results above it appears that shopee is a platform that is far at the top of the rankings with the difference in respondents is always greater than 50 percent. From here try to find an empirical fact in the field by opening shopee and lazada sites. From these two online shops it is clear what the main basis of the respondents chose shopee site compared to lazada. On shopee shopping sites there are far more discounts related to fashion such as clothes, shoes and watches when compared to lazada online sites.

Also on the shopee platform there are also more official stores of certain fashion brands compared to other online shopping site platforms. So from this it can be concluded that Indonesian people are still interested in a lot of discount gimmick and also still see the brand of a product when they choose the items they want to buy.

What conclusions can be drawn from the survey data from the insights above? This point needs to be emphasized as part of the business strategy for businesses in this field: “Indonesian people are still using more offline shopping patterns to meet primary and secondary needs. Then when the primary and secondary needs are met, only then will the tertiary needs be met by doing online shopping. ” For what needs are these online shopping usually done? Often traveling or for the sake of entertainment and fashion most take this segment.