Determinan Perilaku Perpindahan Konsumen Dari Toko Kelontong Ke Toko Modern

Rahmania, Nabila (2026) Determinan Perilaku Perpindahan Konsumen Dari Toko Kelontong Ke Toko Modern. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan sektor ritel di Indonesia mendorong pergeseran perilaku konsumen dari toko kelontong ke toko modern yang menawarkan kenyamanan, akses mudah, dan variasi produk yang lebih lengkap. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi perpindahan perilaku belanja tersebut menggunakan Theory of Planned Behavior (TPB) melalui pendekatan kuantitatif. Data dikumpulkan melalui kuesioner online pada konsumen yang pernah berbelanja di kedua jenis toko, dengan total 222 responden yang dianalisis menggunakan Covariance-Based Structural Equation Modeling (CB-SEM). Variabel yang diuji meliputi attitude, subjective norm, perceived behavioral control, intention to shop in new store, dan actual shopping behavior. Hasil penelitian menunjukkan bahwa attitude, subjective norm, dan perceived behavioral control berpengaruh positif signifikan terhadap intention to shop in new store, serta intention to shop in new store berpengaruh positif signifikan terhadap actual shopping behavior, sementara perceived behavioral control tidak berpengaruh signifikan secara langsung terhadap actual shopping behavior. Temuan ini menegaskan bahwa perpindahan perilaku belanja merupakan perilaku yang terencana dan memberikan implikasi manajerial bagi pelaku ritel, khususnya toko modern dan toko kelontong, untuk memfokuskan strategi pada penguatan niat konsumen melalui peningkatan pengalaman belanja, kenyamanan, dan dukungan sosial di lingkungan konsumen.
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The growth of the retail sector in Indonesia has driven a shift in consumer behavior from traditional grocery stores to modern stores that offer convenience, easy access, and a more complete range of products. This study aims to analyze the factors that influence this shift in shopping behavior using the Theory of Planned Behavior (TPB) through a quantitative approach. Data were collected through an online questionnaire from consumers who had shopped at both types of stores, with a total of 222 respondents analyzed using Covariance-Based Structural Equation Modeling (CB-SEM). The variables tested included attitude, subjective norm, perceived behavioral control, intention to shop in a new store, and actual shopping behavior. The results showed that attitude, subjective norm, and perceived behavioral control had a significant positive effect on the intention to shop in a new store, and the intention to shop in a new store had a significant positive effect on actual shopping behavior, while perceived behavioral control did not have a significant direct effect on actual shopping behavior. These findings confirm that shifting shopping behavior is a planned behavior and provide managerial implications for retailers, especially modern stores and grocery stores, to focus their strategies on strengthening consumer intentions by improving the shopping experience, convenience, and social support in the consumer environment.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Actual shopping behavior, Intention to shop in new store, Theory of Planned Behavior, Toko kelontong, Toko modern
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5681.R34 Lease or buy decisions
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Nabila Rahmania
Date Deposited:	27 Jan 2026 02:02
Last Modified:	27 Jan 2026 02:02
URI:	http://repository.its.ac.id/id/eprint/130388

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