Pengaruh visual complexity terhadap shopping experience yang dimediasi oleh perceptual load dan perceived self-control serta dimoderasi oleh shopping goal

Xaveria, Fransiska (2017) Pengaruh visual complexity terhadap shopping experience yang dimediasi oleh perceptual load dan perceived self-control serta dimoderasi oleh shopping goal. Masters thesis, Universitas Pelita Harapan.

	Text (Title) title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Abstract) abstract.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (54kB)
	Text (ToC) toc.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (228kB)
	Text (Chapter 1) chapter 1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (198kB)
	Text (Chapter 2) chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (104kB)
	Text (Chapter 3) chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (274kB)
	Text (Chapter 4) chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (424kB)
	Text (Chapter 5) chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (128kB)
Preview	Text (Bibliography) bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (180kB) | Preview
	Text (Appendices) appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (412kB)

Abstract

Recently retail industry face challenges with the presence of online channel, this situation triggered retail industry to maintain the customer satisfaction through shopping experience. Visual complexity is one of the factor that may affect the customer shopping experience. In today competitive environment providing a positive shopping experience become the primary goal of a retail store because it could trigger re-patronage behavior and purchase behavior in the future. The purpose of this research is to examine the effect of visual complexity on the shopping experience which mediated by perceptual load and self-control while moderated by the shopping goal. The conceptual model of this research analyzed by Structural Equation Modeling (SEM) run with Lisrel 8.80 application. The data used in this study are primary data obtained by distributing questionnaires to customers in two biggest hypermarket in Jakarta and surrounded area. There were 300 samples have been collected and filled the questionnaires through exit interview. The result of this research showed that visual complexity has a negative effect to shopping experience with loading factor -0.51 which means the higher visual complexity will generate lower shopping experience. Perceptual load and self-control in this research not demonstrated the effect on shopping experience. This research in a hypermarket context shows that the customers shopping goal are more utilitarian in nature. Future research should be investigated in more hedonic customers. The r square in this research shows visual complexity has 26.01% effects on shopping experience, further more variable needs to be investigated for future research. The practical implication from this research should encourage managers to proactively manage the complexity of their retail store. Good merchandising and the congruity between the expected-experience and real-experience that consumer gets are suggested in this research. The negative results indicates that the low complexity retail stores is able to improve positive shopping experience. / Saat ini industri ritel menghadapi tantangan dengan hadirnya online channel, situasi ini memicu industri ritel untuk mempertahankan kepuasan pelanggan melalui shopping experience. Visual complexity merupakan salah satu faktor yang dapat mempengaruhi shopping experience pelanggan. Dalam situasi persaingan ini memberikan pengalaman berbelanja yang positif menjadi tujuan utama sebuah toko ritel karena bisa memicu re-patronage dan purchase behavior di masa depan. Tujuan dari penelitian ini adalah untuk menguji pengaruh visual complexity terhadap shopping experience yang dimediasi oleh perceptual load dan self-control serta dimoderasi oleh shopping goal. Model konseptual penelitian ini dianalisis dengan Structural Equation Modeling (SEM) dengan menggunakan aplikasi Lisrel 8.80. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh dengan menyebarkan kuesioner kepada pelanggan di dua hypermarket terbesar di Jakarta dan daerah sekitarnya. Ada 300 sampel yang telah dikumpulkan dan diisi kuesioner melalui exit interview. Hasil penelitian menunjukkan bahwa visual complexity berpengaruh negatif terhadap shopping experience dengan koefisien jalur -0,51 yang berarti visual complexity yang lebih tinggi akan menghasilkan shopping experience yang rendah. Perceptual load dan self-control dalam penelitian ini tidak menunjukkan pengaruh pada shopping experience. Penelitian ini dalam konteks hypermarket menunjukkan bahwa tujuan belanja konsumen lebih bersifat utilitarian. Penelitian di masa depan harus diselidiki pada konsumen yang lebih hedonis. R square dalam penelitian ini menunjukkan visual complexity memiliki pengaruh 26,01% terhadap shopping experience, maka variabel lain yang perlu diselidiki untuk penelitian selanjutnya. Implikasi manajerial dari penelitian ini dapat mendorong manajer untuk secara proaktif mengelola complexity toko ritel mereka. Merchandising yang baik dan kesesuaian antara pengalaman yang diharapkan dan pengalaman yang didapat konsumen dalam penelitian ini menjadi saran bagi manajerial. Hasil negatif menunjukkan bahwa low visual complexity dalam toko ritel mampu memberikan shopping experience yang positif.

Actions (login required)

View Item