Novawanda, Olyvia (2019) Analisis dengan Pendekatan Push Pull Mooring (Ppm) terhadap Consumer Behavior pada Struktur Dual Channel Supply Chain (Dcsc) Retail Apparel. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Integrasi channel (offline dan online) pada struktur dual channel supply chain (DCSC) membantu perusahaan untuk bertahan di tengah pesaingan melalui peningkatan profit. Salah satu komoditas industri yang paling banyak diperdagangkan melalui dual channel adalah produk apparel. Penelitian ini mencoba mengidentifikasi faktor-faktor yang menyebabkan kosumen produk apparel untuk beralih dari offline ke online channel dan dari online ke offline channel. Pendekatan Push Pull Mooring (PPM) digunakan untuk mengidentifikasi variabel-variabel yang terlibat. Dibangun dua model yaitu model offline-online dan model online-offline. Pada model offline-online variabel yang terlibat antara lain Perceived Benefit of search (PBS), Perceived Cost of Search (PCS), Information Searching Behavior (ISB), Cost Saving (CS), Time Saving (TS), Variety and Range of Product (VP), Perceived Value (PV), Mobile Characteristic (MC), Perceived Quality of Mobile Store (PQM), Attractiveness of Mobile Store (AMS), Internet Experience (IE), dan Switching Intention (SI). Sedangkan pada model online-offline variabel yang terlibat adalah Financial Risk (FR), Performance Risk (PerR), Psychological Risk (PsyR), Perceived Risk (PR), Environment Quality (EQ), Service Quality (SQ), Internet Experience (IE), dan Switching Intention (SI). Semua variabel tersebut kemudian dibentuk menjadi model konseptual. Untuk model offline-online terbentuk sebelas hipotesis. Hasilnya, satu dari sebelas hipotesis ditolak. Oleh karenanya, penelitian ini menyimpulkan bahwa Internet Experience (IE) tidak memberikan efek moderasi terhadap hubungan antara Information Searching Behavior (ISB) dan Switching Intention (SI). Sedangkan untuk model online-offline terbentuk delapan hipotesis, enam hipotesis diterima dan dua hipotesis ditolak. Penelitian ini menangkap bahwa Service Quality (SQ) tidak memberikan pengaruh bagi konsumen apparel untuk berpindah dari online ke offline channel, dan Internet Experience (IE) tidak memberikan efek moderasi terhadap hubungan antara Need For Touch (NFT) dan Switching Intention (SI), artinya bahwa konsumen yang sering bertransaksi pada toko online pun tetap merasa perlu untuk meninjau langsung produk yang ingin dibelinya sebelum melakukan transaksi.
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Channel integration (offline and online) in the dual-channel supply chain (DCSC) structure helps companies survive amid competition through increasing profits. One of the most traded industrial commodities through dual channels is apparel products. This study tries to identify the factors that cause apparel product consumers to switch from offline to online channels and from online to offline channels. The Push-Pull Mooring (PPM) approach is used to identify the variables involved. Built two models, namely offline-online and online-offline models. In the offline-online model the variables involved include Perceived Benefit of Search (PBS), Perceived Cost of Search (PCS), Information Searching Behavior (ISB), Cost Savings (CS), Time Saving (TS), Variety and Range of Product (VP), Perceived Value (PV), Mobile Characteristic (MC), Perceived Quality of Mobile Store (PQM), Attractiveness of Mobile Store (AMS), Internet Experience (IE), and Switching Intention (SI). Whereas in the online-offline model the variables involved are Financial Risk (FR), Performance Risk (PerR), Psychological Risk (PsyR), Perceived Risk (PR), Environment Quality (EQ), Service Quality (SQ), Internet Experience (IE ), and Switching Intention (SI). All of these variables are then formed into a conceptual model. For offline-online models, eleven hypotheses are formed. The result, one of eleven hypotheses is rejected. Therefore, this study concludes that Internet Experience (IE) does not provide a moderating effect on the relationship between Information Searching Behavior (ISB) and Switching Intention (SI). While for the online-offline model eight hypotheses were formed, six hypotheses were accepted and two hypotheses were rejected. This study captures that Service Quality (SQ) does not have an effect on apparel consumers to move from online to offline channels, and Internet Experience (IE) does not provide a moderating effect on the relationship between Need For Touch (NFT) and Switching Intention (SI), which means that consumers who often transact at online stores still feel the need to review the product they want to buy directly before making a transaction.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | dual channel supply chain, push pull mooring, consumer behavior, switching intention, SEM PLS |
| Subjects: | H Social Sciences > HA Statistics > HA29 Theory and method of social science statistics H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. T Technology > T Technology (General) |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis |
| Depositing User: | Novawanda Olyvia |
| Date Deposited: | 22 Jul 2026 04:38 |
| Last Modified: | 22 Jul 2026 04:38 |
| URI: | http://repository.its.ac.id/id/eprint/68024 |
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