PENGARUH OMNI-CHANNEL RETAILING SERVICE QUALITY TERHADAP PURCHASE INTENTION (Survei pada konsumen clothing Bandung di era new normal)

Muhamad Nur Falah Setya Miharja, - (2021) PENGARUH OMNI-CHANNEL RETAILING SERVICE QUALITY TERHADAP PURCHASE INTENTION (Survei pada konsumen clothing Bandung di era new normal). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Turunnya daya beli masyarakat terhadap shopping goods pada masa pandemic COVID-19 menyebabkan minat beli untuk produk clothing di Kota Bandung semakin kompetitif. Pemberlakuan aturan pembatasan jumlah outlet offline yang beroperasi dan pembatasan jam operasional yang lebih pendek menjadi tantangan tersendiri bagi para produsen cloting di Kota Bandung. Oleh karena itu, omnichannel retailing service quality menjadi solusi bagi konsumen yang cenderung memiliki resiko tinggi terhadap kegiatan berbelanja offline pada masa pandemic. Omnichannel retailing service quality merupakan konsep kualitas pelayanan di pemasaran digital yang melakukan proses pembelian secara online dan offline yang terintegrasi dengan menggunakan berbagai saluran pemasaran. Penelitian ini bertujuan untuk mengetahui gambaran omnichannel retailing service quality dan minat beli konsumen produk clothing Kota Bandung, serta memperoleh temuan pengaruh omnichannel retailing service quality terhadap minat beli konsumen produk clothing Kota Bandung di era newnormal. Metode penelitian yang digunakan adalah deskriptif dan eksplanatif. Populasi penelitian adalah konsumen produk clothing Kota Bandung dengan sampel 402 responden. Teknik analisis data digunakan analisis jalur (path analysis) dengan alat bantu software komputer SPSS 22.0 for Windows . Hasil temuan peneitian ini menunjukkan bahwa terdapat pengaruh yang signifikan dari omnichannel retailing service quality terhadap purchase intention. Kata kunci: COVID-19, service quality, omnichannel retailing service quality, purchase intention ABSTRACT Muhamad Nur Falah Setya Miharja (1606888), "The Effect of Omni-Channel Retailing Service Quality on Purchase Intention (Survey of Bandung clothing consumers in the new normal era)". Under the guidance of Dr. Bambang Widjajanta, M.M. and Lisnawati, S.P.d., MM. The decline in people's purchasing power for shopping goods during the COVID-19 pandemic caused buying interest for clothing products in the city of Bandung to be increasingly competitive. The enforcement of the rules limiting the number of offline outlets that operate and the limitation of shorter operating hours is a challenge for cloting producers in the city of Bandung. Therefore, omnichannel retailing service quality is a solution for consumers who tend to have a high risk of offline shopping activities during a pandemic. Omnichannel retailing service quality is a concept of service quality in digital marketing that carries out an integrated online and offline purchasing process using various marketing channels. This study aims to determine the description of omnichannel retailing service quality and consumer buying interest in Bandung City clothing products, and to obtain findings on the influence of omnichannel retailing service quality on consumer buying interest in Bandung City clothing products in the new normal era. The research method used is descriptive and explanative. The research population is Bandung City clothing product consumers with a sample of 402 respondents. The data analysis technique used path analysis with computer software SPSS 22.0 for Windows. The findings of this study indicate that there is a significant influence of omnichannel retailing service quality on purchase intention. Keyword: COVID-19, service quality, omnichannel retailing service quality, purchase intention

Item Type: Thesis (S1)
Uncontrolled Keywords: COVID-19, service quality, omnichannel retailing service quality, purchase intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: MUhamad Nur Falah Setya Miharja
Date Deposited: 21 Sep 2021 03:47
Last Modified: 21 Sep 2021 03:47
URI: http://repository.upi.edu/id/eprint/67353

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