Identifikasi Pengaruh Persepsi Risiko dan Kepercayaan Konsumen Terhadap Niat Mengunjungi Toko Modern Pada Masa Pandemi

Putra, Aldy Pratama (2022) Identifikasi Pengaruh Persepsi Risiko dan Kepercayaan Konsumen Terhadap Niat Mengunjungi Toko Modern Pada Masa Pandemi. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Peningkatan pandemi Covid-19 di Indonesia, menyebabkan pemerintah mengambil langkah tegas dengan menerapkan sosial distancing. Pembatasan yang dilakukan oleh pemerintah ini justru menyebabkan perubahan kebiasaan di masyarakat. Perubahan kebiasaan ini menyebabkan berubahnya pola kunjungan masyarakat terhadap toko modern. Akibatnya toko modern di Indonesia mengalami perlambatan pertumbuhan. Oleh karena itu menjadi penting untuk melihat faktor yang mempengaruhi niat mengunjungi toko modern disaat pandemi. Niat mengunjungi toko modern ini diduga dipengaruhi oleh beberapa hal seperti perceived risk, social trust, brand trust, solidarity toward modern retail sector, dan fair price. Kuesioner dibagikan secara online dan offline dengan total responden sebanyak 467. Analisis dilakukan dengan menggunakan PLS-SEM dam multigrup analysis yang menghasilkan kesimpulan bahwasannya brand trust, solidarity toward modern retail, dan fair price berpengaruh positif terhadap niat mengunjungi toko modern, serta status pekerjaan dinilai dapat memoderasi solidarity toward modern retail. Implikasi managerial yang dapat di berikan bagi pengusaha atau pengelola toko modern diantaranya menjaga kepercayaan konsumen terhadap brand dengan senantiasa menciptakan citra yang baik dimasyarakat dengan menjaga kualitas produk, pelayanan dan kenyamanan belanja, selain itu juga pentingnya membuat komunitas yang lebih baik dengan menciptakan ekosistem lebih terhadap konsumen dengan cara membuat program loyalty tertentu untuk meningkatkan keterikatan antara toko modern dengan konsumennya, serta implikasi lainnya yaitu dengan menjaga kestabilan harga yang ditawarkan bahkan cenderung membuat promosi yang menarik berkaitan dengan harga yang ditawarkan akan dapat meningkatkan keinginan konsumen untuk berkunjung ke toko modern.
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The increase in the Covid-19 pandemic in Indonesia, causing the government to take the numbers firmly by implementing social distancing. Restrictions carried out by this government actually cause a change in habits in the community. This change in habits led to a change in the pattern of public visits to modern stores. As a result, modern stores in Indonesia are experiencing slowing growth. It therefore becomes important to look at the factors that influence the intention of visiting modern stores in times of pandemic. The intention to visit modern stores is allegedly influenced by several things such as perceived risk, social trust, brand trust, solidarity toward modern retail sector, and fair price. Questionnaires were shared online and offline with a total of 467 respondents. The analysis was conducted using PLS-SEM and multigroup analysis which resulted in the conclusion that brand trust, solidarity toward modern retail, and fair price positively affect the intention of visiting modern stores, and employment status is considered to moderate solidarity toward modern retail. Managerial implications that can be provided for entrepreneurs or managers of modern stores include maintaining consumer confidence in the brand by always creating a good image in the community by maintaining the quality of products, services and convenience of shopping, in addition to the importance of making a better community by creating a better ecosystem for consumers. By creating a certain loyalty program to increase the attachment between modern stores and their consumers, as well as other implications, namely by maintaining price stability offered even tend to make attractive promotions related to the prices offered will be able to increase consumers' desire to visit modern stores.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	brand trust, intention to visit, perceived risk, social trust, solidarity, modern store, kepercayaan merek, niat mengunjungi, risiko yang dirasakan, kepercayaan sosial, solidaritas, toko modern
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Aldy Pratama Putra
Date Deposited:	08 Feb 2022 03:57
Last Modified:	01 Nov 2022 04:33
URI:	http://repository.its.ac.id/id/eprint/93107

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