33 CHAPTER IV RESULTS AND DISCUSSION In this chapter, the result from the interview with the respondent will be an analysis to find the end to end consumer journey process on how consumers purchase products through online channels, the pain point that consumers face, & factors that trigger consumers decision. IV.1 Data Collection Result Data Collection on this research uses in-depth interviews with four respondents where previously had purchased a smartphone & gadget on both offline & online before to minimize the bias effect because the respondent never tried a different channel journey before. The respondent is on the average 28-30 Years with the Monthly Income is variative come from 5-8 Million to 15-20 Million. The researcher also generated the interpretation from the interview result into English & highlighted the key points that answer the research question. After the in-depth interview, researcher also collect the Netnography data from the E-Commerce Rate & review page where researcher collect 357 comment data with the period from June – July. From the 357 comments data, collected to 486 topics that mention by consumers where 469 topics that mention can be categorized into one of the sub-theme where 17 of it eliminated from the data due to the comment that mention is short & don’t have specific information that can be categorized into the themes. The researcher had identified several interpretations based from the review & differentiate the topic of question based on the research question. The Netnography methods result also provided separately to seen the post-purchase review based on the specific factors that contribute to their satisfaction & dissatisfaction on their purchase experience at online channel 34 1. Consumers motivation to choose online compared to offline market Table IV.1 Interpretation of Preferable Platform & Platform Substitute Preferable Platform & Platform Substitute Q Which Platform do you choose to purchase. Interpretation A Last time I purchased a smartphone, I purchased it on a brand website directly like when I buy vivo smartphone, I buy it thru vivo.com. I buy over there because its official store, I also bought smartwatch on shopee Consumers usually already have a preferred platform where they want to buy the products, this comes from their experience when using that platform & their satisfaction when using it. For Shopee users, they are looking for the promotion, while for Tokopedia users it’s based on their experience with the user interface that is simpler, while Blibli users are looking for the omnichannel system that is more advanced than other platforms. When they already feel comfort to use one Platform, it will not be easy to persuade them to choose another platform A on Tokopedia A Tokopedia A On blibli Q What is your reason to choose that platform A because sometimes I don’t know whether product that I want to have official store or not, so I usually go to shopee because it’s the platform that I use on daily basis A if I am compared to another platform, I more prefer tokopedia User Interface, it's cleaner & neater A the reason I choose tokopedia because its simpler & more had many promotions like free delivery & seller voucher from 3-10% A On blibli, the stock of the product is on their own warehouse, blibli also provide the cheapest price & at that time, due to the process of purchase using trade-in, my old phone had higher value when trade-in over there Q Have you ever considered choosing a different Platform to buy. 35 A automatically go to shopee, because every time go to shopee A never, always tokopedia A not at all A had try shopee, but due to shopee doesn’t have trade in program that’s why I don’t shopping on shopee Q Are you ever considering purchasing the product offline. The main reason on why consumers more prefer to choose online compared to offline is because they are too lazy to go to the offline, the price & the promo on online that bigger also one of the key aspects that lead to their decision A No, I just want to buy from online A I consider it before, however after compare the price range, I think price in online is cheaper compared to offline A not really, because I am lazy to go to the store/mall if I had to purchase it offline A Consider, if the product already okay, can do feel & touch, & there is better promo in offline, I will choose offline Q What is the reason you choose to purchase the product online. A because I am too lazy to find the offline store, where I live, I don’t know where I can find the offline store for the product that I want. I am too lazy to search about it, just search from online A First, the reason is because the price is cheaper, second, waiting for the product delivery is also not too long. Product can send directly to the home & I can wait easily A it's simpler, product will be sent by courier, I only need to inform them about my house 36 A because there are more promo on online & we can see the review from the previous people so I can get more information before purchase, its help to me to be more sure to purchase the product 2. Consumers perceive the online shopping experience & factors that contribute to their overall satisfaction or dissatisfaction Table IV.2 Interpretation of Strength & Weaknesses of Online Market Strengths & Weaknesses of Online Market Q What are the advantages to buy Handphone & Gadget online compared to offline. Interpretation A the consideration to buy the smartphone online because I don’t have time to search the offline store, like I had to find which mall, which store, & I had to find the parking first when I go there.