摘要：This research aimed to improve better understanding on consumer behavior of TV Home Shopping (THS) by identifying the behavior of consumers watching THS, analyzing the effect of THS on consumer interest in purchasing THS products on consumer groups who have needs and who do not, and giving recommendation on THS program development to increase sales. In this research, the data were taken in the form of surveys through direct interviews using questionnaire as the instrument tool. The research data were processed by PLS smart software. The results showed that the respondents’ profiles as THS product buyers were dominated by women (63%), adults (30-39 years old, 51%), high education background (S1, 50%), full-time workers (56%), and middle to upper class communities (42%). There were three major THS channels chosen by the respondents i.e. OShop (47%), Lejel Home Shopping (37%), and MNC Shop (15%). The results of this research identified the primary reasons of purchasing products in THS i.e. product prices, appealing gifts, unique products, trending products, time saving, high quality products, needs for the products, lower prices, convenience by staying at home, and shopping for pleasure /gifts.
