ABSTRACT

The development of the digital world makes a better marketing application and opens opportunities for sellers to market their products through online stores, including for the sellers of luxury goods. The difference between luxury shoppers and regular shoppers is luxury shoppers willing to pay premium for prestigious products to show their social status. The purpose of this research is to analyze whether there is a difference in shopping behavior between online luxury shoppers and in-store luxury shoppers. The number of samples in this research were 124 respondents. This research uses independent sample t-test. The result shows there is no difference between online luxury and in-store luxury shoppers towards luxury goods.