Investigasi Perilaku Webrooming Pada Produk Ponsel Pintar (Smartphone) Di Indonesia: Studi Kasus Konsumen Generasi Z

Haidhar, Ali (2022) Investigasi Perilaku Webrooming Pada Produk Ponsel Pintar (Smartphone) Di Indonesia: Studi Kasus Konsumen Generasi Z. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan e-commerce atau lokapasar di Indonesia terus meningkat dan memicu perilaku belanja multi saluran. Pembeli memiliki banyak pilihan saluran untuk melakukan pembelian, khususnya bagi Generasi Z. Generasi Z adalah generasi yang paling memungkinkan untuk menyelesaikan pembelian di saluran online karena mampu menggunakan internet untuk membantu aktivitas sehari-hari. Berkembangnya saluran pemasaran mendorong pembeli melakukan perpindahan saluran atau cross-channel. Pembeli dapat melakukan pencarian informasi dan pembelian di toko fisik pada toko yang berbeda yang disebut sebagai free riding. Salah satu perilaku cross-channel free riding adalah webrooming. Webrooming merupakan fenomena pembeli mencari informasi di toko online tetapi melakukan pembelian di toko fisik. Perilaku ini dapat merugikan penjual ritel online, khususnya penjual ponsel pintar yang saat ini sedang mengalami kenaikan penjualan di Indonesia. Penelitian ini dilakukan dengan pendekatan kuantitatif dan menggunakan analisis deskriptif & PLS-SEM. Pengumpulan data dilakukan dengan kuesioner pada 303 sampel yang disebar menggunakan akun media sosial dan aplikasi pesan online. Penelitian ini bertujuan untuk menginvestigasi perilaku yang mendahului perilaku webrooming dengan menghubungkan pengaruh dari persepsi saluran, ketidakpastian, dan motivasi belanja terhadap perilaku webrooming pada produk ponsel pintar di Indonesia dengan studi kasus konsumen Generasi Z. Hasil penelitian menunjukkan bahwa terdapat hubungan persepsi saluran yang positif dan signifikan terhadap niatan perilaku webrooming. Ketidakpastian dan motivasi belanja ditemukan tidak berpengaruh signifikan terhadap niatan perilaku webrooming. Terdapat implikasi manajerial yang ditujukan kepada pelaku ritel online ponsel pintar. Penelitian ini diharapkan dapat memberikan gambaran perilaku Genarasi Z dalam pembelian ponsel pintar sehingga menambah wawasan bagi pelaku ritel online untuk membantu penyusunan strategi penjualan.
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The growth of e-commerce or marketplaces in Indonesia continues to increase and triggers multi-channel shopping behavior. Shoppers have many choices of channels to make purchases, especially for Generation Z. Generation Z is the generation that is most likely to complete purchases on online channels because they use the internet to help with daily activities. The development of marketing channels encourages buyers to switch channels or cross-channel. Buyers can search for information and make purchases in physical stores at different stores which is known as free riding. One of the cross-channel free riding behaviors is webrooming. Webrooming is the phenomenon of buyers looking for information in online stores but making purchases at physical stores. This behavior can be detrimental to online retail sellers, especially smartphone sellers who are currently experiencing an increase in sales in Indonesia. This research was conducted with a quantitative approach and used descriptive analysis & PLS-SEM. Data was collected using a questionnaire on 303 samples distributed using social media accounts and online messaging applications. This study aims to investigate the behavior that precedes webrooming behavior by linking the influence of channel perception, uncertainty, and shopping motivation on webrooming behavior on smartphone products in Indonesia with a case study of Generation Z consumers. The results show that there is a positive and significant channel perception relationship on behavioral intentions of webrooming. Uncertainty and shopping motivation were found to have no significant effect on the behavioral intention of webrooming. There are managerial implications aimed at smart phone online retailers. This research is expected to provide an overview of Genaration Z's behavior in purchasing smart phones to add insight for online retailers to help develop sales strategies.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Webrooming, smartphone, PLS-SEM, cross-channel free riding, Generation Z, Webrooming, ponsel pintar, PLS-SEM, cross-channel free riding, Generasi Z
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:	Ali Haidhar
Date Deposited:	10 Feb 2022 02:23
Last Modified:	10 Feb 2022 02:23
URI:	http://repository.its.ac.id/id/eprint/93553

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