Trisnadewi, Intan Trisnadewi (2025) Pengaruh Kualitas Integrasi Saluran Omnichannel Retailing dengan Mediasi Perceived Compatibility terhadap Niat Pembelian Ulang. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Transformasi digital telah mendorong pertumbuhan industri e-commerce dan mendorong peritel untuk mengadopsi strategi omnichannel guna menciptakan pengalaman belanja yang terintegrasi. Sociolla sebagai salah satu pelopor omnichannel retailing di Indonesia, mengembangkan aplikasi SOCO sebagai platform integrasi saluran online dan offline untuk mendukung perjalanan belanja konsumen yang konsisten. Namun, efektivitas integrasi saluran tersebut belum sepenuhnya dipahami dari perspektif pengguna. Penelitian ini bertujuan untuk menganalisis adopsi teknologi dalam konteks platform omnichannel yang membutuhkan investasi besar, dengan mempertimbangkan persepsi pengguna sebagai acuan keberlanjutan adopsi. Metode yang digunakan adalah Covariance-Based Structural Equation Modeling (CB-SEM) melalui AMOS 29 yang melibatkan 426 responden pengguna SOCO, dengan analisis model pengukuran melalui higher-order confirmatory factor analysis (CFA) hingga tingkat ketiga terhadap 45 indikator untuk memvalidasi struktur konstruk multidimensional. Hasil penelitian menunjukkan bahwa kualitas integrasi saluran berpengaruh signifikan terhadap online customer experience, perceived compatibility, dan niat pembelian ulang. Seluruh hubungan antar variabel menunjukkan nilai p-value < 0.05 dan nilai critical ratio (C.R.) > 1.96 pada tingkat signifikansi 0.05 yang mengindikasikan hubungan positif dan signifikan. Temuan ini memperkuat relevansi Innovation Diffusion Theory (IDT), dengan menegaskan bahwa perceived compatibility merupakan karakteristik inovasi kunci dalam mendorong adopsi dan loyalitas konsumen terhadap sistem omnichannel. Secara teoritis, penelitian ini berkontribusi dalam pengembangan model adopsi inovasi berbasis IDT. Secara praktis, peritel disarankan untuk meningkatkan konsistensi dan personalisasi layanan lintas saluran untuk menciptakan pengalaman belanja yang kohesif dan sesuai dengan preferensi konsumen.
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Digital transformation has driven the rapid growth of the e-commerce industry, encouraging retailers to adopt omnichannel strategies to deliver an integrated shopping experience. Sociolla, as one of the pioneers of omnichannel retailing in Indonesia, developed the SOCO application to integrate online and offline channels, supporting a seamless and consistent customer journey. However, the effectiveness of such channel integration remains underexplored from the user perspective. This study aims to analyze technology adoption in the context of omnichannel platforms, characterized by high implementation costs by emphasizing user perception as a benchmark for sustainable adoption. The study was performed among 426 SOCO users through Covariance-Based Structural Equation Modeling (CB-SEM) using AMOS 29. Higher-order Confirmatory Factor Analysis (CFA) up to third-order was conducted on 45 indicators to validate the multidimensional construct. The results showed that channel integration quality significantly influences online customer experience, perceived compatibility, and repurchase intention. The construct yielded p-values < 0.05 and critical ratios (C.R.) > 1.96, confirming a statistically significant and positive effect. These results reinforce the relevance of the Innovation Diffusion Theory (IDT), highlighting perceived compatibility as a key attribute of innovation that drives consumer adoption and loyalty in omnichannel retail environments. Theoretically, the study contributes to extending IDT in the context of digital retailing. Practically, it suggests that retailers should enhacane consistency and personalization across channels to create a cohesive shopping experience aligned with consumer preferences.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Ritel Omnichannel, Kualitas Integrasi Saluran, Pengalaman Pelanggan Online, Persepsi Kompatibilitas, Teori Difusi Inovasi. ============================================================ Omnichannel Retailing, Channel Integration Quality, Online Customer Experience, Perceived Compatibility, Innovation Diffusion Theory. |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Intan Trisnadewi |
| Date Deposited: | 30 Jul 2025 07:29 |
| Last Modified: | 30 Jul 2025 07:29 |
| URI: | http://repository.its.ac.id/id/eprint/124034 |
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