MODEL PENINGKATAN KEPUTUSAN PEMBELIAN MELALUI INTEGRATED CHANNEL INVOLVEMENT

Ani Rakhmanita, - (2024) MODEL PENINGKATAN KEPUTUSAN PEMBELIAN MELALUI INTEGRATED CHANNEL INVOLVEMENT. S3 thesis, Universitas Pendidikan Indonesia.

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Abstract

Perubahan perilaku konsumen pada keputusan pembelian merupakan fenomena yang signifikan di era digital. Keputusan pembelian memiliki peran penting dalam eksistensi perusahaan. Perusahaan akan terus eksis, jika ada rangsangan konsumen dalam memutuskan pembelian produk. Penelitian ini bertujuan untuk mengembangkan dan menguji model peningkatan keputusan pembelian melalui integrated channel involvment, Integrated service quality, perceive channel value. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data menggunakan purposive sampling sebanyak 336 sampel. Penyebaran kuesioner dilakukan kepada responden yang telah melakukan transaksi pembelian pada ritel omnichannel IKEA. Analisis data menggunakan Struktural Equation Modeling (SEM). Temuan penelitian menunjukan bahwa Integrated service quality tidak berpenggaruh terhadap keputusan pembelian omnichanel. Kondisi ini menunjukan bahwa Integrated service quality tidak dapat secara langsung mempenggaruhi keputusan pembelian omnichanel, tetapi harus melalui mediasi integrated channel involvement dan perceived channel value. Sinergitas variabel mediasi ini diperlukan untuk meningkatakan keputusan pembelian omnichanel. Rekomendasi yang diberikan dari hasil penelitian ini yaitu Ritel omnichannel IKEA perlu memastikan solusi distribusi, logistik, dan pengiriman yang lengkap sehingga dapat menggunakan saluran pasokan mereka dengan cara yang paling efektif untuk mengirimkan produk kepada konsumen secara tepat waktu. The Changes in consumer behavior in purchasing decisions are a significant phenomenon in the digital era. Purchasing decisions have an important role in the company's existence. The company will continue to exist if there is consumer stimulation in deciding to purchase products. This research aims to develop and test a model for improving purchasing decisions through integrated channel involvement, integrated service quality, perceived channel value. This research uses a quantitative approach with data collection techniques using purposive sampling of 336 samples. Questionnaires were distributed to respondents who had made purchase transactions at IKEA omnichannel retail. Data analysis uses Structural Equation Modeling (SEM). Research findings show that integrated service quality has no influence on omnichannel purchasing decisions. This condition shows that integrated service quality cannot directly influence omnichannel purchasing decisions, but must go through the mediation of integrated channel involvement and perceived channel value. The synergy of these mediating variables is needed to improve omnichannel purchasing decisions. The recommendation given from the results of this research is that IKEA omnichannel retail needs to ensure complete distribution, logistics and delivery solutions so that they can use their supply channels in the most effective way to deliver products to consumers in a timely manner.

Item Type:	Thesis (S3)
Additional Information:	https://scholar.google.co.id/citations?user=LDKjItIAAAAJ&hl=id ID Dosen Pembimbing Ratih Hurriyati: 5984336 Disman:5991816 Heny Hendrayati:5994544
Uncontrolled Keywords:	Keputusan pembelian, kualitas layanan terintegrasi, Ritel OmnichannelBuying decision, Integrated service quality, Omnichannel Retail
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > S3 Manajemen
Depositing User:	Ani Rakhmanita
Date Deposited:	06 Sep 2024 08:03
Last Modified:	06 Sep 2024 08:03
URI:	http://repository.upi.edu/id/eprint/122586

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