Perilaku konsumen omnichannel : faktor pendorong utama penerimaan teknologi, penggunaan, dan pengaruhnya terhadap niat untuk membeli

Yanto, Tomy (2017) Perilaku konsumen omnichannel : faktor pendorong utama penerimaan teknologi, penggunaan, dan pengaruhnya terhadap niat untuk membeli. Masters thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi informasi dan komunikasi secara global telah mengubah proses belanja konsumen. Integrasi channel dan media menciptakan sebuah lingkungan interaksi belanja baru yaitu omnichannel yang membuka kesempatan bagi konsumen untuk berinteraksi secara seamless selama proses belanja mereka. Untuk meningkatkan consumer experience baru, berbagai perusahaan berlomba-lomba untuk menciptakan omnichannel. Fenomena omnichannel ini juga akan mempengaruhi model interaksi dalam proses belanja yang telah ada sebelumnya. Namun penelitian mengenai omnichannel dan perilaku omnishopper di Indonesia belum banyak dilakukan. Penelitian ini ditujukan untuk melihat perilaku omnishopper dalam hal penerimaan dan penggunaan teknologi serta pengaruhnya terhadap niat melakukan pembelian. Penelitian ini merupakan replikasi dari penelitian terdahulu dalam konteks yang berbeda yang didasarkan pada teori penerimaan dan penggunaan teknologi 2 (UTAUT 2). Variabel yang diuji dalam penelitian ini adalah performance expectancy, effort expectancy, social influence, habit, personal innovativeness dan perceived security. Model penelitian dianalisa dengan structural equation modeling (SEM) mempergunakan software SmartPLS. Data yang dipergunakan adalah data primer yang disebarkan secara acak kepada 179 omnishopper di area Jabodetabek yang telah mengenal omnichannel dari salah satu brand fashion kelas dunia. Hasil analisa ini menunjukkan bahwa faktor utama pendorong intensi pembelian omnishopper sesuai dengan kekuatan pengaruhnya adalah effort expectancy, habit, dan perceived security. Faktor lainnya terbukti tidak memiliki pengaruh yang signifikan terhadap niat untuk membeli di dalam konteks omnichannel. Hasil penelitian ini menolak model hasil penelitian sebelumnya dan membuka ruang untuk penelitian lebih lanjut. Nilai r2 yang didapat untuk menjelaskan niat untuk membeli adalah 0,411. Faktor pendukung lainnya perlu diteliti dalam penelitian omnishopper di masa depan dan dalam ruang lingkup industri di luar fashion. Hasil penelitian ini menunjukkan bahwa omnishopper di Indonesia sangat dipengaruhi oleh kemudahan penggunaan channel dan platform dimana kemudahan ini nantinya akan membentuk perilaku omnishopper untuk terus mempergunakan channel dan platform tersebut dalam proses belanja mereka. Omnishopper di Indonesia juga sangat dipengaruhi oleh faktor keamanan di channel dan platform yang ada. Secara praktis, penelitian ini mendorong para manajer untuk lebih mengerti omnishopper di Indonesia, menyediakan consumer experience yang lebih baik lewat integrasi channel yang sempurna (seamless) dan menjamin keamanan data serta transaksi konsumen selama proses belanja / The development of the information communication technology has transformed consumer shopping behavior. Channels and media integration creates new shopping environment known as omnichannel, which opens new ways for consumer to interact seamlessly during their shopping journey. To increase consumer experience on their shopping journey many companies attempt to develop the omnichannel in the future. The traditional retail industry in Indonesia will also affected by this omnichannel phenomena with their new way in shopping journey, however little known of the omnishopper behavior in Indonesia in regards of their purchase intention. This study was aimed to investigate the behavior of omnishopper in the frame of the technology acceptance and other factors which might affect their purchase intention significantly. The conceptual model in this study was replicated from the previous study, based on unified theory of acceptance and use of technology 2 (UTAUT 2 ) model with a modification. In this study the variables tested were : performance expectancy, effort expectancy, social influence, habit, hedonic motivation, personal innovativeness, and perceived security. The model analyzed by structural equation modeling (SEM) and processed by SmartPLS application. The data used in this study were the primary data obtained from the online survey. The questionnaires were distributed to the omnishopper who already experienced to the omnichannel practice which applied by a global fashion brand company. There were found 179 sample eligible to the study. The results concluded that the key drivers of purchase intention for omnishopper, respectively were : effort expectancy, habit, and perceived security. Other variables proved to be not significant to influence purchase intention in the omnichannel setting. This study brought an implication which not supported the proposed model and to be discussed further. The r2 value to explain the purchase intention were found 0,411. Other factors need to be tested in the future omnishopper study and also in other category out of the fashion product. This study revealed that omnishopper in Indonesia was dominantly affected by the ease of use followed by the frequency of usage of online the channels or platforms and lastly by the security system used inside the channels and platforms. In practical this study should encourages managers to understand and provide better customers experience by the seamless channels integration and to put forward the security system to match with the omnishopper expectation while using their omnichannel in their shopping journey

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