Faktor-Faktor Yang Memengaruhi Niat Webrooming Konsumen Gen Y Di Indonesia Untuk Membeli Produk Fesyen Bermerek Amerika

Az-Zahra, Saffa Maulaya (2022) Faktor-Faktor Yang Memengaruhi Niat Webrooming Konsumen Gen Y Di Indonesia Untuk Membeli Produk Fesyen Bermerek Amerika. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perilaku pembelian omnichannel adalah tren yang berkembang di ritel fashion bermerek di Indonesia. Konsumen khususnya kaum milenial lebih memilih melakukan webrooming, yaitu mengevaluasi produk secara online dan mengidentifikasi produk yang paling cocok untuk mereka beli langsung di toko. Beberapa penyebab perilaku webrooming adalah munculnya saluran online dan digitalisasi terus menerus. Dengan metode belanja omnichannel, pemilik bisnis dan pengecer produk fashion bermerek harus memperluas pemahaman mereka tentang motivasi perilaku webrooming dalam membeli barang bermerek. Dalam literatur yang ada, beberapa peneliti telah meneliti faktor-faktor yang memengaruhi perilaku webrooming dalam konteks ritel. Namun, sejauh ini belum ada penelitian yang mencoba menggali motivasi di balik perilaku webrooming oleh konsumen Gen Y di Indonesia. Studi ini mencoba mengisi kesenjangan tersebut. Tujuan utama dari penelitian ini adalah untuk memberikan pemahaman yang komprehensif tentang perilaku webrooming konsumen barang bermerek di Indonesia dengan mengembangkan model konseptual berdasarkan Technology Acceptance Model (TAM) dan Theory of Reasoned Action (TRA) terintegrasi yang menghubungkan peran variabel yang memengaruhi perilaku konsumen barang bermerek terhadap webrooming. Sebanyak 187 data dari responden berhasil dikumpulkan dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan pendekatan Partial Least Square (PLS). Variabel Perceived Ease of Online Search dan Perceived Usefulness of Online Search memiliki pengaruh yang positif dan signifikan terhadap niat webrooming konsumen Gen Y di Indonesia untuk membeli barang bermerek, khususnya produk fashion. Selain itu, variabel Attitude juga diketahui memiliki pengaruh mediasi parsial terhadap hubungan antara variabel Perceived Ease of Online Search dengan niat webrooming untuk membeli produk fashion bermerek. Pembahasan dan implikasi manajerial dibahas lebih lanjut pada penelitian ini.
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Omnichannel buying behavior is a growing trend in branded fashion retail in Indonesia. Consumers, especially millennials, prefer to do webrooming, which is evaluating products online and identifying the most suitable products for them to buy directly in stores. Some of the causes of webrooming behavior are the emergence of online channels and continuous digitization. With the omnichannel shopping method, business owners and retailers of branded fashion products must broaden their understanding of the motivations of webrooming behavior in buying branded goods. In the existing literature, several researchers have examined the factors that influence webrooming behavior in a retail context. However, so far there has been no research that tries to explore the motivation behind webrooming behavior by Gen Y consumers in Indonesia. This study attempts to fill that gap. The main objective of this study is to provide a comprehensive understanding of the webrooming behavior of branded goods consumers in Indonesia by developing a conceptual model based on the integrated Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) that relates the role of variables that influence consumer behavior of branded goods to webrooming. A total of 187 data from respondents were collected and analyzed using Structural Equation Modeling (SEM) with Partial Least Square (PLS) approach. The variables Perceived Ease of Online Search and Perceived Usefulness of Online Search have a positive and significant influence on the webrooming intention of Gen Y consumers in Indonesia to buy branded goods, especially fashion products. Furthermore, the Attitude variable is also known to have a partial mediating effect on the relationship between the Perceived Ease of Online Search variable and the intention of webrooming to buy branded fashion products. The discussion and managerial implications are discussed further in this study.

Item Type:	Thesis (Masters)
Additional Information:	RTMT 658.834 3 Azz f-1 2022
Uncontrolled Keywords:	American Branded Fashion Products, Consumer Innovativeness, Webrooming intention, Integrated TAM-TRA, Structural Equation Modeling
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Anis Wulandari
Date Deposited:	29 Aug 2023 06:11
Last Modified:	29 Aug 2023 06:11
URI:	http://repository.its.ac.id/id/eprint/98187

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