Suyanto Bagong, Subiakto Henri, Srimulyo Koko
Department of Sociology, Faculty of Social and Political Sciences, Airlangga University, Indonesia.
Department of Communication, Faculty Social Sciences and Political Sciences, Airlangga University, Indonesia.
Data Brief. 2019 Mar 7;23:103723. doi: 10.1016/j.dib.2019.103723. eCollection 2019 Apr.
This article presents data on the shift in urban youth consumption patterns from offline shopping to online shopping, and data on the tastes of urban youths towards local branded products marketed through online shopping. The data in this article were obtained from the results of field studies in five cities and regencies, namely: Surabaya City, Malang City, Kediri City, Sidoarjo Regency and Jember Regency. The number of respondents surveyed was 500. The research data can be used by researchers who are interested in studying lifestyle and consumption behaviour of urban youth. The data on patterns of consumption behaviour of young people towards local brand products can also be used as a reference for local brand business people to develop their business development strategies if they are targeting at young people.
本文展示了城市青年消费模式从线下购物向线上购物转变的数据，以及城市青年对通过线上购物销售的本土品牌产品的喜好数据。本文中的数据来自于对五个城市和地区的实地研究结果，即：泗水市、玛琅市、凯迪里市、泗水县和任抹县。调查的受访者数量为500人。对研究城市青年生活方式和消费行为感兴趣的研究人员可以使用这些研究数据。如果本土品牌企业以年轻人为目标客户，那么年轻人对本土品牌产品的消费行为模式数据也可以作为他们制定业务发展战略的参考。
