JAJULI, AHMAD SAUKI (2022) PENGARUH OMNICHANNEL TERHADAP INTENSI PEMBELIAN PADA PT XYZ DITINJAU DARI UTAUT. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Omnichannel integrates technology into the customer journey by combining multiple physical and digital platforms into a single hub. Under this model, retailers strive to offer synchronized sales deals to provide customers with a holistic shopping experience. Customers expect integrated use of online, offline, and mobile touch points during their shopping journey. This change in customer behavior opens new avenues for retailers to create maximum customer value. This study aims to determine the effect of the omnichannel strategy in terms of performance expectancy, effort expectancy, social influence which is in UTAUT’s theory. Also, the effect of Perceived security, Perceived risk, and Perceived trust and user their effects on purchase intention. The calculation of this research is using slovin formula with 5% margin of error and the results found that 399 sample used in this research. Structural Equation Model (SEM) also has chosen as the method of analysis using PLS software with the results found that effort expectancy & Perceived security has impact positively on purchase intention. Meanwhile, another metrics such as performance expectancy, social influence, Perceived risk, and Perceived trust shown that the result was not affected significantly on purchase intention. Key Word : Omnichannel, UTAUT, Purchase Intention, Furniture, Consumer Behavior Omnichannel mengintegrasikan teknologi ke dalam perjalanan pelanggan dengan menggabungkan beberapa platform fisik dan digital ke dalam satu hub. Di bawah model ini, pengecer berusaha untuk menawarkan penawaran penjualan yang disinkronkan untuk memberikan pengalaman berbelanja holistik kepada pelanggan. Pelanggan mengharapkan penggunaan titik sentuh online, offline, dan seluler yang terintegrasi selama perjalanan belanja mereka. Perubahan perilaku pelanggan ini membuka jalan baru bagi pengecer untuk menciptakan nilai pelanggan maksimum. Penelitian ini bertujuan untuk mengetahui pengaruh strategi omnichannel dalam hal harapan kinerja, harapan usaha, pengaruh sosial yang ada dalam teori UTAUT. Juga, efek dari persepsi keamanan, persepsi risiko, dan persepsi kepercayaan dan pengguna efeknya pada niat membeli. Perhitungan penelitian ini menggunakan rumus slovin dengan margin of error 5% dan hasilnya ditemukan bahwa 399 sampel yang digunakan dalam penelitian ini. Structural Equation Model (SEM) juga telah dipilih sebagai metode analisis menggunakan software PLS dengan hasil yang ditemukan bahwa upaya harapan &persepsi keamanan berdampak positif pada niat membeli. Sementara itu, metrik lain seperti harapan kinerja, pengaruh sosial, persepsi risiko, dan persepsi kepercayaan menunjukkan bahwa hasilnya tidak terpengaruh secara signifikan pada niat pembelian. Kata Kunci: Omnichannel, UTAUT, Purchase Intention, Furniture, Consumer Behavior
| Item Type: | Thesis (S2) |
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| Call Number CD: | CD/551. 22 102 |
| Call Number: | TM/51/23/003 |
| NIM/NIDN Creators: | 55120110007 |
| Uncontrolled Keywords: | Omnichannel, UTAUT, Purchase Intention, Furniture, Consumer Behavior |
| Subjects: | 600 Technology/Teknologi > 600. Technology/Teknologi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 14 Feb 2023 04:31 |
| Last Modified: | 14 Feb 2023 04:31 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/74090 |
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