Faktor-faktor yang memotivasi pelanggan untuk mengadopsi layanan click & collect dan home delivery = Factors that motivate online shoppers to adopt click & collect and home delivery

Lidiani, Lidiani and Utomo, Michelle and Chandra, Thalia Yasmine (2019) Faktor-faktor yang memotivasi pelanggan untuk mengadopsi layanan click & collect dan home delivery = Factors that motivate online shoppers to adopt click & collect and home delivery. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Hadirnya omnichannel membuka peluang bagi industri ritel untuk mengembangkan bisnisnya ke tingkat yang lebih tinggi. Dengan menyediakan fasilitas layanan Click & Collect, diharapkan mampu memberikan keunggulan kompetitif bagi peritel dengan mengurangi waktu, biaya, dan risiko dalam pengiriman barang. Namun, kehadiran Click & Collect yang masih tergolong baru di Indonesia menimbulkan pertanyaan apakah layanan ini sudah berjalan secara efektif layaknya layanan Home Delivery yang selama ini menjadi pilihan pelanggan ketika berbelanja online. Penelitian ini berupaya mengevaluasi faktor-faktor yang memotivasi pelanggan yang dapat mempengaruhi niat mereka untuk mengadopsi kedua layanan tersebut ketika berbelanja online. Dengan menggunakan pendekatan convenience sampling, data dari 302 individu yang berbelanja online dianalisis menggunakan Structural Equation Modeling (SEM) dengan model alternatif Partial Least Square (PLS). Hasil yang ditemukan yaitu faktor hedonis menjadi satu-satunya faktor yang mendorong niat pelanggan untuk mengadopsi layanan Click & Collect, sedangkan pengadopsian layanan Home Delivery didorong faktor kenyamanan, hedonis, dan immediate gratification. Faktor persepsi risiko pengiriman tidak berpengaruh signifikan untuk kedua layanan / Omnichannel gives retail industry an opportunity to bring their business to the next level. By providing Click & Collect, retailers expect to gain competitive advantage by cutting short time, expenses, and risks during delivery process. But, it still remain a question whether Click & Collect, a ‘newcomer’ in Indonesia, can be as effective as Home Delivery that has always been people’s choice when they shop online. This research attempt to evaluate factors that motivate customers regarding their intention in choosing both when it comes to online shopping. With convenience sampling approach, 302 online shoppers’ answers were analyzed using Structural Equation Modeling (SEM) with an alternative model namely Partial Least Square (PLS). It turns out, hedonic orientation is the only factor that drives customer intention to adopt Click & Collect, meanwhile Home Delivery is explained by convenience orientation, hedonic orientation, and immediate gratification orientation. Delivery risk perception do not affect significantly in choosing Click & Collect nor Home Delivery.

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