Analisis Pengaruh Channel Integration Quality dan Store Atmosphere terhadap Behavioral Loyalty Healthy Food pada Ritel Modern di Indonesia

Ma'arif, Muhammad Nabilul (2026) Analisis Pengaruh Channel Integration Quality dan Store Atmosphere terhadap Behavioral Loyalty Healthy Food pada Ritel Modern di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Meningkatnya kesadaran masyarakat terhadap gaya hidup sehat mendorong peningkatan permintaan produk healthy food di ritel modern. Namun, karakteristik produk healthy food yang bersifat high involvement membuat konsumen membutuhkan informasi yang mendalam sebelum melakukan pembelian. Di sisi lain, perkembangan teknologi digital mendorong penerapan strategi omnichannel, sehingga integrasi kanal online dan offline menjadi penting dalam menciptakan pengalaman belanja yang optimal. Selain itu, persaingan ritel yang semakin ketat menuntut pelaku usaha untuk meningkatkan pengalaman belanja melalui pengelolaan store atmosphere. Penelitian ini bertujuan untuk menganalisis pengaruh channel integration quality dan store atmosphere terhadap behavioral loyalty produk healthy food pada ritel modern di Indonesia dengan pendekatan Stimulus-Organism-Response. Penelitian menggunakan pendekatan kuantitatif dengan metode online survey yang melibatkan 205 responden yang pernah membeli produk healthy food pada ritel modern di Indonesia. Data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa channel service choice breadth, channel service configuration transparency, content consistency, process consistency, dan store atmosphere berpengaruh positif dan signifikan terhadap satisfaction from shopping experience. Selanjutnya, satisfaction from shopping experience terbukti berpengaruh positif dan signifikan terhadap continuance intention to use shopping serta customer loyalty to shopping. Temuan ini menegaskan bahwa kualitas integrasi saluran dan pengelolaan store atmosphere yang efektif berperan penting dalam menciptakan pengalaman berbelanja yang memuaskan, sehingga mendorong niat berbelanja berkelanjutan dan meningkatkan loyalitas pelanggan. Penelitian ini memberikan implikasi praktis bagi pelaku ritel modern dalam mengembangkan strategi omnichannel yang lebih efektif serta memperkaya literatur mengenai perilaku konsumen pada konteks healthy food retailing di Indonesia.
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Growing public awareness of healthy lifestyles is driving increased demand for healthy food products in modern retail. However, the high-involvement nature of healthy food products means that consumers need in-depth information before making a purchase. On the other hand, advancements in digital technology are driving the adoption of omnichannel strategies, making the integration of online and offline channels crucial for creating an optimal shopping Experience. Furthermore, increasingly intense retail competition requires businesses to enhance the shopping experience through effective management of the store atmosphere. This study aims to analyze the influence of channel integration quality and store atmosphere on behavioral loyalty toward healthy food products in modern retail in Indonesia using the Stimulus-Organism-Response approach. The study employed a quantitative approach using an online survey involving 205 respondents who had purchased healthy food products at modern retail outlets in Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that channel service choice breadth, channel service configuration transparency, content consistency, process consistency, and store atmosphere have a positive and significant effect on satisfaction with the shopping experience. Furthermore, satisfaction with the shopping experience was found to have a positive and significant effect on continuance.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kualitas Integrasi Saluran, Niat untuk Terus Menggunakan Layanan Belanja, Makanan Sehat, Ritel Modern, Suasana Toko. Channel Integration Quality, Continuance intention to Use Shopping, Healthy Food, ritel Modern, Store Atmosphere.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. H Social Sciences > HF Commerce > HF6161.F616 Food. Food service
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Muhammad Nabilul Ma`arif
Date Deposited:	22 Jul 2026 01:51
Last Modified:	22 Jul 2026 01:51
URI:	http://repository.its.ac.id/id/eprint/136119

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