Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
An Analysis of Customer Purchase Intention Toward Omnichannel Shopping Case Study Ayam Bang Dava Virtual Restaurant
Skripsi, 027 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-03 11:45:06
Oleh : Rizka Annisa - 175264028 (rizkaannisa024@gmail.com)
Dibuat : 2023-01-03, dengan 4 file
Keyword : Omnichannel, Purchase Intention, Food and Beverages, UTAUT2
The technological advancement encourages the emergence of various channels that change consumer behavior and also business perspectives, including in the food and beverages industry. This industry has penetrated the omnichannel business model which is the integration of various channels in the shopping process. Given this phenomenon, this study aims to identify the most influential factors in determining consumer purchase intentions towards omnichannel shopping in the food and beverages industry by adopting UTAUT2 as the variable to be tested. A quantitative approach that is processed using SEM-PLS with 377 respondents from omnichannel shopping consumers in the food and beverages industry. The results show that habit is the strongest predictor of consumer purchase intention in omnichannel shopping, followed by performance expectancy, effort expectancy, hedonic motivation, and social influence. This factor can be prioritized by the company to formulate its omnichannel strategy. Thus, companies can easily design strategies to increase the effectiveness of consumers\' journeys in omnichannel shopping. This study is only limited to the food and beverages industry in Bandung, namely Ayam Bang Dava Restaurant, further research is expected to be able to examine other industries so that in general their reach becomes wider. Keywords: Omnichannel, Purchase Intention, Food and Beverages, UTAUT2.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-03 11:45:06
Oleh : Rizka Annisa - 175264028 (rizkaannisa024@gmail.com)
Dibuat : 2023-01-03, dengan 4 file
Keyword : Omnichannel, Purchase Intention, Food and Beverages, UTAUT2
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Deskripsi Alternatif :The technological advancement encourages the emergence of various channels that change consumer behavior and also business perspectives, including in the food and beverages industry. This industry has penetrated the omnichannel business model which is the integration of various channels in the shopping process. Given this phenomenon, this study aims to identify the most influential factors in determining consumer purchase intentions towards omnichannel shopping in the food and beverages industry by adopting UTAUT2 as the variable to be tested. A quantitative approach that is processed using SEM-PLS with 377 respondents from omnichannel shopping consumers in the food and beverages industry. The results show that habit is the strongest predictor of consumer purchase intention in omnichannel shopping, followed by performance expectancy, effort expectancy, hedonic motivation, and social influence. This factor can be prioritized by the company to formulate its omnichannel strategy. Thus, companies can easily design strategies to increase the effectiveness of consumers\' journeys in omnichannel shopping. This study is only limited to the food and beverages industry in Bandung, namely Ayam Bang Dava Restaurant, further research is expected to be able to examine other industries so that in general their reach becomes wider. Keywords: Omnichannel, Purchase Intention, Food and Beverages, UTAUT2.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor: Lina Setiawati, S.MB., M.AB.
Co-Supervisor: Widi Senalasari, S.Ak., M.M., Editor: Erlin Arvelina