Analisis Faktor yang Memengaruhi Intensi Penggunaan Dalam Buy Online Pickup In Store Pada Toko Retail Elektronik Menggunakan Structural Equation Modelling

Wujdi, Muchammad Arief (2020) Analisis Faktor yang Memengaruhi Intensi Penggunaan Dalam Buy Online Pickup In Store Pada Toko Retail Elektronik Menggunakan Structural Equation Modelling. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Konteks: Berkembangnya teknologi informasi dan internet telah membawa banyak perubahan yang masif terhadap layanan e-commerce. Salah satu bentuk strategi dalam e-commerce yakni omnichannel management strategy terdapat model bisnis mengenai layanan BOPS (Buy Online Pickup In Store) yang mana merupakan layanan yang memudahkan pengguna dalam berbelanja. Layanan BOPS (Buy Online Pickup In Store) merupakan layanan dimana pelanggan melakukan pencarian dan mengecek ketersediaan barang secara online, apabila barang yang telah dicari tersedia dalam toko offline dan terdekat dengan pelanggan maka pelanggan dapat langsung menuju toko offline untuk melakukan pengecekan dan mengambil barang serta melakukan pembayaran. Permasalahan: Penggunaan layanan BOPS (Buy Online Pickup In Store) di Indonesia sangat minim dan masih tergolong baru serta tingkat pengapdopsi layanan tersebut tergolong rendah. Maka dari itu perusahaan dari toko retail yang telah menerapkan layanan BOPS yakni JakartaNotebook memerlukan apa saja yang dapat meningkatkan intensi penggunaan layanan BOPS pada JakartaNotebook. Tujuan: Tujuan utama dari penelitian yang dilakukan yakni menganalisi faktor-faktor yang memengaruhi intensi penggunaan layanan BOPS (Buy Online Pickup In Store) pada toko retail JakartaNotebook, sehingga dapat dilakukan dalam meningkatkan layanan agar dapat lebih baik lagi dan berkualitas untuk meningkatkan jumlah penggunaan dan pembelian pelanggan. Metode: Model penelitian digunakan dari penelitian sebelumnya yang dikembangkan oleh Eunhye Kim, Myeong-Cheol Park, dan Jongtae Lee. Metode penelitian dengan menggunakan Structural Equation Modelling (SEM) dengan menggunakan model Diffusion of Innovation (DOI) dan Perceived risk of online store sebagai landasan dalam pembuatan hipotesis dan metode penelitian dalam mengukur intensi penggunaan layanan BOPS. Pengumpulan data dilakukan dengan menggunakan kuesioner kepada 200 responden sesuai dengan teori Maximum Likelihood. Target responden penelitian merupakan pelanggan yang pernah menggunakan layanan BOPS pada toko retail JakartaNotebook Hasil: Hasil yang didapatkan dari penelitian yang dilakukan yakni Relative Advantages, Compatibility dan Perceived risk of online store beserta Location Convenience dan Product Involvement memengaruhi secara langung Intention to use BOPS. Relative Advantages memengaruhi secara langsung Intention to use BOPS sebesar β=6,16, Compatibility memengaruhi Intention to use BOPS sebesar β=4,07, Perceived risk of online store memengaruhi secara langsung Intention to use BOPS sebesar β=2,31. Hipotesis yang diajukan sebanyak 12 didapatkan 9 Hipotesis diterima dan 3 Hipotesis ditolak. Nilai Tambah: Nilai tambah penelitian ini adalah dalam penggunaan software dan variabel. Dalam penelitian ini digunakan software LISREL. Penelitian sebelumnya tidak menggunakan software tersebut, melainkan menggunakan software SPSS. Penggunaan LISREL dapat meningkatkan signifikansi pengukuran dibandingkan dengan menggunakan SPSS, yaitu dengan nilai peningkatan sebesar lebih dari 80%. Adapun dalam penggunaan variabel model penelitian SEM untuk mengukur intensi penggunaan layanan BOPS, penelitian sebelumnya hanya menggunakan variabel dari teori Diffusion of Innovation, yaitu Relative Advantages, Compatibility dan Complexity. Sementara itu, variabel yang digunakan dalam penelitian ini menambahkan pertimbangan variabel risiko, kenyamanan lokasi, dan keterlibatan produk. Ketiga variabel tersebut memiliki pengaruh dalam intensi penggunaan layanan BOPS. Penggunaan software dan variabel dalam mengukur intensi penggunaan layanan BOPS pada penelitian ini dapat dijadikan rujukan penelitian dengan topik atau studi kasus serupa. Hasil pertimbangan variabel dapat dijadikan rekomendasi kepada pihak toko retail JakartaNotebook atau toko BOPS sejenis agar dapat meningkatkan layanan ditinjau dari variabel risiko, kenyamanan lokasi, dan keterlibatan produk. ========================================================= Context: The development of information technology and the internet has brought many massive changes to e-commerce services. One form of strategy in e-commerce is the omnichannel management strategy there is a business model of the BOPS (Buy Online Pickup In Store) service which is a service that makes it easy for users to shop. BOPS (Buy Online Pickup In Store) service is a service where the customer searches and checks the availability of goods online, if the goods that have been searched are available in an offline store and closest to the customer, the customer can go directly to the offline store to check and pick up the goods and do a payment. Problem: The use of BOPS (Buy Online Pickup In Store) services in Indonesia is very minimal and is still relatively new and the service adoption rate is relatively low. Therefore companies from retail stores that have implemented BOPS services namely JakartaNotebook require anything that can increase the intention of using BOPS services on JakartaNotebook. Method: The research model was used from previous research developed by Eunhye Kim, Myeong-Cheol Park, and Jongtae Lee. The research method uses Structural Equation Modeling (SEM) using the Diffusion of Innovation (DOI) model and the Perceived risk of online store as a basis in making hypotheses and research methods in measuring the intention to use BOPS services. Data collection was carried out using a questionnaire to 200 respondents in accordance with the Maximum Likelihood theory. The target research respondents were customers who had used BOPS services at the JakartaNotebook retail store Results: The results obtained from the research carried out namely Relative Advantages, Compatibility and Perceived risk of online stores along with Location Convenience and Product Involvement directly affect Intention to use BOPS. Relative Advantages directly affects Intention to use BOPS at β = 6.16, Compatibility affects Intention to use BOPS at β = 4.07, Perceived risk of online store directly affects Intention to use BOPS at β = 2.31. Hypotheses submitted as many as 12 obtained 9 Hypotheses were accepted and 3 Hypotheses were rejected. Value Added: The added value of this research is the use of software and variables. In this research, LISREL software is used. Previous research did not use software before, using SPSS software. The use of LISREL can increase the significance of the comparison by using SPSS, which is an increase in value of 80%. As in the use of SEM research model variables to measure the intention to use BOPS services, previous studies only used variables from the theory of Innovation Diffusion, namely Relative Excellence, Compatibility, and Complexity. Meanwhile, the variables used in this study added consideration of risk variables, location convenience, and product support. These three variables have variations in the intention to use BOPS services. The use of software and variables in measuring the intention to use BOPS services in this study can be used as research references with related studies or case studies. Variable assessment results can be taken from JakartaNotebook retail stores or similar BOPS stores in order to improve services in terms of variables of interest, convenience of location, and product improvement.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Omnichannel, BOPS (Buy-Online, Pickup In-Store), Intensi Pengguna, DOI (Diffusion of Innovation), Structural Equation Modelling (SEM)
Subjects: 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) > T58.5 Information technology. IT--Auditing
T Technology > T Technology (General) > T58.6 Management information systems
T Technology > T Technology (General) > T58.8 Productivity. Efficiency
Divisions: Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User: Muchammad Arief Wujdi
Date Deposited: 15 Aug 2020 01:20
Last Modified: 15 Aug 2020 01:20
URI: http://repository.its.ac.id/id/eprint/78318

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