Sumirat, Kariesya Putri (2025) The Interaction Between In-Store Service And Refund Policy To Mitigate Showrooming Behavior. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perpindahan preferensi konsumen dari offline retailer ke online retailer mengakibatkan munculnya showrooming, dimana konsumen memanfaatkan in-store service untuk mengecek produk di offline retailer namun menyelesaikan proses berbelanja di online retailer dengan harga yang lenih murah, sehingga menjadikan in-store service sebagai opsi bagi offline retailer. Masalah ini memerlukan pemahaman mengenai standar ideal untuk in-store service, terutama mengingat keterbatasan online retailer yang tidak menyediakan inspeksi produk untuk konsumen, yang kemudian diatasi melalui refund policy. Oleh karena itu, dibutuhkan sebuah studi untuk mengevaluasi hubungan interaski antara tingkat in-store service dan strategi refund policy baik dari online retailer maupun offline retailer dalam upaya mengurangi efek showrooming. Penelitian ini menggunakan model analitis berbasi Game Theory untuk mengembangkan kerangka teoritis dalam pengambilan keputusan antara offline retailer dan online retailer. Model ini mengkaji empat kombinasi refund policy dan mengevaluasi dampaknya terhadap hasil ekulibrium saat dikombinasikan dengan tingkat in-store service. Perilaku konsumen termasuk showrooming diintegrasikan ke dalam fungsi utilitas dan profit, dengan solusi ekuilibrium diperoleh melalui optimasi matematis. Analisis ini menunjukkan bahwa meskipun in-store service sangat penting bagi offline retailer, pendekatan standar dalam simultaneous-move game adalah menerapkan no-refund policy untuk kedua retailer. Dalam sequential-move game, hasil ekuilibrium adalah no-refund policy untuk kedua retailer jika online retailer menjadi pemimpin, namun berubah menjadi no-refund policy untuk offline retailer dan full refund policy untuk online retailer apabila offline retailer menjadi pemimpin. Proporsi konsumen yang melakukan showrooming sangat mempengaruhi hasil ekuilibrium, menguntungkan online retailer saat proporsinya tinggi dan offline retailer saat proporsinya rendah, sementara efisiensi biaya pemasaran tetap tidak berpengaruh kepada online retailer. Hal ini menekankan pentingnya penyelerasan strategi kebijakan yang tepat untuk mengatasi showrooming.
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The shift from offline to online retailer has resulted in showrooming, where consumers utilize in-store service for product inspection but decide to purchase online at reduced price, so turning in-store service an option for offline retailers. This problem requires understanding of the ideal standard for in-store service, particularly given that online retailers are limited by the absence of product inspection, which is addressed by refund policy. A study is required to evaluate the relationship between in-store service levels and the refund policy strategies of both online and offline retailers to reduce the showrooming effect. This research utilizes an analytical model based on Game Theory to develop a theoretical framework for decision-making interactions between offline and online retailers. T he models examines four combinations of refund policies and evaluates their impact on equilibrium result when combined with in-store service levels. Consumer behavior, including showrooming, is integrated into utility and profit functions, with equilibrium solutions obtained via mathematical optimization. The analysis suggests that although in-store service is essential for offline retailers, the standard approach in simultaneous-move game is a no-refund policy for both retailers. In a sequential-move game, the equilibrium result is a no-refund policy for both retailers if online retailer is the leader, however it results in a no-refund for offline and full refund for online if offline retailer is the leader. The proportion of showrooming consumer considerably influences equilibrium results, favoring online retailers when high and offline retailers when low, while marketing cost efficiency remain unaffected to online retailer, highlighting the needs for the importance of strategic policy alignment to address showrooming.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Showrooming, layanan di dalam toko, kebijakan pengembalian dana, teori permainan, perilaku konsumen, strategi ritel, strategi harga, Showrooming, in-store service, refund policy, game theory, consumer behavior, retail strategy, pricing strategy |
| Subjects: | H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5416.5 Pricing |
| Divisions: | Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Kariesya Putri Sumirat |
| Date Deposited: | 28 Jul 2025 09:38 |
| Last Modified: | 28 Jul 2025 09:38 |
| URI: | http://repository.its.ac.id/id/eprint/122291 |
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The Interaction Between In-Store Service And Refund Policy To Mitigate Showrooming Behavior. (deposited 22 Jul 2025 01:16)
- The Interaction Between In-Store Service And Refund Policy To Mitigate Showrooming Behavior. (deposited 28 Jul 2025 09:38) [Currently Displayed]
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