| Home

Overview


Original Research

WHAT MAKES SHOPPER BUY OMNI-CHANNEL RETAIL PRODUCT: WITH COVID-19 CONTEXT

YOSUA GIOVANNI WIDJAJA 1, IDRIS GAUTAMA SO 2, ASNAN FURINTO 3, and RINI SETIOWATI 4.

Vol 18, No 05 ( 2023 )   |  DOI: 10.17605/OSF.IO/3BFH5   |   Author Affiliation: Management Department, BINUS School Doctor of Research in Management, Bina Nusantara University, Jakarta, Indonesia 1,2,3,4.   |   Licensing: CC 4.0   |   Pg no: 541-560   |   Published on: 16-05-2023

Abstract

Many studies have shown how omni-channel influences the landscape of retail businesses. In Indonesia, retail businesses influence is greater because it has a stronger relationship with small businesses enterprises (SMEs). While the economy of Indonesia contributed by SMEs for 61,1% (Sasongko, 2020). It is essential to know the phenomena of omni-channel happening in the retail business. This research studied two aspects of buying intention. First, the motivation of consumers (contributed by consumers). Second the perceived quality (contributed by the capabilities of the retailer). This research also revealed how satisfaction plays a significant role in creating buying intention in an omni-channel context, with additional variables representing the consumers' innovativeness. This study did survey 425 respondents from 10 cities on Java Island, Indonesia. All the respondents had been filtered for only the shopper who has interacted with omni-channel. The result of this research shows how shopper satisfaction plays an essential role in order to push shopping intention. Personal innovativeness does not have a positive and significant effect as a moderator, instead of directly influences the shopping intention.


Keywords

Utilitarian Value, Hedonic Value, Channel Integration Quality, Omni-Channel Shopping Intention, and Shopper Satisfaction