Pengaruh persepsi manfaat, showrooming, dan webrooming terhadap niat menggunakan omnichannel: Peran moderasi persepsi risiko
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Abstract
With the spread of omnichannel in the retail world, offline store is no longer the center for selling products because many consumers feel that shopping online is easier and more comfortable. This research aims to analyze the influence of perceived benefits, perceived showrooming, and perceived webrooming on intention to undertake omnichannel, as well as the moderating role of perceived risk. Primary data in this research was obtained from a questionnaire distributed online using Google Forms. The total number of questionnaires processed in this research was 147 samples. This research was conducted in Surabaya with respondents covering residents of Surabaya and its surroundings. Data analysis in this research uses the Partial Least Square Structural Equation Modeling (PLS-SEM) technique, while the analytical tool used is SmartPLS 3. The results of hypothesis testing show that perceived benefits, perceived showrooming, and perceived webrooming are all proven to have a positive influence towards intention to use omnichannel. Perceived risk is proven to moderate perceived benefits on intention to use omnichannel, with a negative effect meaning that perceived risk weakens the influence of perceived benefits on intention to use omnichannel.
Dengan mulai merambahnya omnichannel di dunia ritel menyebabkan toko offline tidak lagi menjadi pusat untuk melakukan penjualan produk karena banyak konsumen yang merasa berbelanja secara online lebih mudah dan nyaman. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh persepsi manfaat, persepsi showrooming, dan persepsi webrooming terhadap niat melakukan omnichannel, serta peran moderasi persepsi risiko. Data primer pada penelitian ini didapatkan dari kuesioner yang disebarkan secara online menggunakan Google Form. Total keseluruhan kuesioner yang diolah dalam penelitian ini berjumlah 147 sampel. Penelitian ini dilakukan di Surabaya dengan cakupan responden, yakni penduduk Surabaya dan sekitarnya. Analisis data dalam penelitian ini menggunakan teknik Partial Least Square Structural Equation Modeling (PLS-SEM), sedangkan alat analisis yang digunakan adalah SmartPLS 3. Hasil pengujian hipotesis menunjukkan bahwa persepsi manfaat, perceived showrooming, dan perceived webrooming, ketiganya terbukti memiliki pengaruh yang positif terhadap niat menggunakan omnichannel. Persepsi risiko terbukti memoderasi persepsi manfaat terhadap niat menggunakan omnichannel, dengan efek negatif yang berarti persepsi risiko memperlemah pengaruh persepsi manfaat terhadap niat menggunakan omnichannel.
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