THE ROLE OF TECHNOLOGY SAVVINESS IN MUSLIM ONLINE SHOPPING (MOS)

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Published: Jun 11, 2020
DOI: https://doi.org/10.24912/jmieb.v4i2.7865
Keywords:
Muslim Online Shopping Technology Savviness Website Friendliness Belanja Online Muslim Penguasaan Teknologi Digital Keramahan Situs Web

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Jhanghiz Syahrivar
Corvinus University of Budapest, Hungary President University, Indonesia
Frangky Selamat
Universitas Tarumanagara
Chairy Chairy
President University

Abstract

Kemajuan e-commerce dalam satu dekade terakhir telah mengubah cara konsumen Muslim memilih dan membeli produk yang dapat memenuhi gaya hidup mereka. Sejak itu, banyak toko online bermunculan di Indonesia yang menyasar pangsa pasar Muslim yang besar namun terbagi-bagi. Banyak penelitian tentang belanja online berfokus pada fitur toko online untuk menarik calon pelanggan; namun, sepengetahuan kami, belum ada penelitian yang mengaitkan perilaku belanja melalui toko online Muslim (MOS) dengan penguasaan dan pengetahuan terkait teknologi digital. Penelitian ini melibatkan 202 responden Muslim Indonesia yang secara reguler membeli produk Islami melalui platform MOS. Hipotesis diuji menggunakan Structural Equation Modeling (SEM) melalui perangkat lunak AMOS. Temuan menunjukkan bahwa kecanggihan teknologi secara positif dan signifikan mempengaruhi persepsi keramahan situs web dan bahwasanya Muslim yang cerdas secara teknologi cenderung memilih belanja melalui platform MOS. Kontribusi teoretis maupun implikasi manajerial juga turut dibahas dalam penelitian ini. 

 

The advancement of e-commerce in the last decade has transformed the way Muslim consumers select and purchase products that meet their lifestyles. Ever since, many online shops have emerged in Indonesia targeting Muslim market which is huge but fragmented. Many studies on online shopping have focused on the features of online shops to attract potential customers; however, to our best knowledge, none has linked Muslim Online Shopping (MOS) behaviour with Muslims’ mastery and knowledge of digital technology or called technology-savviness. This study involved 202 Indonesian Muslim respondents who regularly bought Islamic products via MOS platforms. The hypotheses were tested using Structural Equation Modelling (SEM) via AMOS software. The findings suggest that technology savviness positively and significantly influences perceived website friendliness and that Muslims who are technology savvy are more inclined towards MOS. Theoretical contributions as well as managerial implications are discussed in this study.

Article Details

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Vol. 4 No. 2 (2020): Jurnal Muara Ilmu Ekonomi dan Bisnis
Section
Articles
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.
Author Biography

Jhanghiz Syahrivar, Corvinus University of Budapest, Hungary President University, Indonesia

Jhanghiz Syahrivar is an Assistant Professor in Marketing and Management Studies at President University, Indonesia, and a member of the European Marketing Academy (EMAC). Jhanghiz has secured multiple awards and scholarships, among others: EducationUSA at UNC Charlotte, USA (2015), Stipendium Hungaricum at Corvinus University of Budapest, Hungary (2018) and Polish-Asian Bridge PROM at SGH Warsaw School of Economics, Poland (2019). He is currently pursuing a Doctoral Degree in Business and Management, specializing in Marketing, at Corvinus University of Budapest, Hungary. His primary area of research is Islamic marketing and consumer behavior.

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