Anteseden impulsive buying.
Info Katalog
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Kurniawati
Kata Kunci : Impulsive Buying, Omnichannel, Consumer Empowerment, Channel Integration, Convenience, Omnichannel C
Saat ini file hanya dapat diakses dari perpustakaan.
Status : Lengkap
P Penelitian ini bertujuan untuk menganalisis pengaruh positif variabel channel integration, convenience, dan omnichannel capability terhadap consumer empowerment, kemudian pengaruh positif variabel consumer empowermentterhadap satisfaction, trust, dan perceived value, kemudian pengaruh positifsatisfaction dan trust terhadap perceived value, serta pengaruh positif variabel perceived value terhadap impulsive biuying. Metode yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling yang menggunakan 220 data responden dan diolah menggunakan metode Structural Equation Modelling (SEM) melalui software AMOS. Hasil penelitian ini menunjukkan bahwa omnichannel capability berpengaruh positif terhadap consumer empowerment, Consumer empowerment berpengaruh positif terhadap satisfaction, Consumer empowerment berpengaruh positif terhadap trust, consumer empowerment berpengaruh positif terhadap perceived value, trust berpengaruh positif terhadap perceived value, dan perceived value oleh konsumen berpengaruh positif terhadap impulsive buying. Kemudian tidak terdapat pengaruh positif antara channel integration terhadap customer empowerment, convenience terhadap consumer empwerment, dan satisfaction terhadap perceived value. Implikasi dari tidak adanya pengaruh positif tersebut adalah perusahaan disarankan untuk mengevaluasi hambatan dalam integrasi saluran guna memfasilitasi pemeriksaan status inventaris secara online. Rekomendasi juga mencakup pelatihan karyawan dan pembaruan teknologi secara berkala untuk meningkatkan efektivitas integrasi. Kemudian perusahaan dapat memperkuat integrasi saluran, memastikan konsistensi layanan, serta meningkatkan aksesibilitas dan navigasi antarmuka untuk meningkatkan kenyamanan pelanggan di berbagai platform, serta perlunya analisis mendalam terhadap preferenesi produk dari pelanggan serta kepastian dan kontinuitas produk di seluruh platform omnichannel untuk dapat meningkatkan value perceived oleh konsumen dalam proses pembelian barang, khususnya yang bersifat impulsive.
T This study aims to analyze the positive effects of channel integration, convenience, and omnichannel capability on consumer empowerment, as well as the positive effects of consumer empowerment on satisfaction, trust, and perceived value. Furthermore, it examines the positive effects of satisfaction and trust on perceived value, and the positive effects of perceived value on impulsive buying. The method employed in this study is non probability sampling with a purposive sampling technique, utilizing 220 respondent data and analyzed using the Structural Equation Modeling (SEM) method through AMOS software. The results of this study indicate that omnichannel capability has a positive influence on consumer empowerment. Consumer empowerment, in turn, positively influences satisfaction, trust, and perceived value. Trust also has a positive influence on perceived value. Additionally, perceived value by consumers has a positive influence on impulsive buying. There is no positive influence between channel integration and customer empowerment, convenience and consumer empowerment, and satisfaction and perceived value. The absence of such positive influence implies that companies are advised to evaluate barriers in channel integration to facilitate online inventory status checks. Recommendations also encompass employee training and regular technological updates to enhance integration effectiveness. Companies can strengthen channel integration, guarantee service uniformity, and to improve interface accessibility and navigation to enhance customer convenience across multiple platforms. Additionally, they should conduct a thorough analysis of customer product preferences and ensure product certainty and continuity across omnichannel platforms to enhance consumers\\\' perception of value during thepurchasing process, particularly for impulsive purchases.