AnggyaPuspitaDewiIntani (2016) Perspektif Penerimaan Konsumen Terhadap Online Grocery Shopping Dengan Menggunakan Pendekatan Online Grocery Acceptence Model (Studi Kasus: Loka Mart, Malang Jawa Timur). Sarjana thesis, Universitas Brawijaya.
Abstract
Salah satu pengembangan perdagangan multichanel seiring perkembangan penggunaan internet adalah munculnya (online grocery shopping). Akses luas internet berpengaruh terhadap pengembangan online shopping karena aktivitas berbelanja konsumen tidak lagi terbatas pada cara-cara konvensional dengan mengunjungi toko atau tempat penjualan secara langsung. Perubahan aktivitas kegiatan belanja secara online dapat menimbulkan sebuah pertanyaan terhadap pendekatan perilaku konsumen secara parsial, karena belum ada bukti kongkret yang dapat menunjukan bahwa online grocery shopping sudah diterapkan oleh masyarakat secara meluas. Online grocery shopping di Indonesia diterapkan oleh salah satu platform Happyfresh yang bekerjasama dengan beberapa supermarket modern. Online grocery shopping yang ditawarkan oleh Happyfresh telah beroperasi di dua kota besar di Indonesia yaitu Jakarta dan Surabaya. Salah satu supermarket yang menjalin kerjasama untuk menjualkan produk grocery secara online adalah Loka Mart. Saat ini, Loka Mart telah memiliki outlet di beberapa kota di Indonesia seperti Tangerang, Balikpapan, Cibubur dan Kota Malang namun fasilitas online grocery shopping masih terbatas dan hanya mencakup wilayah Jakarta, hal tersebut menimbulkan perlunya penelitian lebih lanjut yang dapat menjelaskan bagaimana penerimaan masyarakat terhadap online grocery shopping. Sedikitnya penelitian mengenai penerimaan online grocery shopping di Indonesia khususnya di Kota Malang juga menyebabkan perlunya penelitian ini dilakukan untuk melengkapi penelitian-penelitian terdahulu yang masih terbatas. Secara spesifik penelitian ini dilakukan untuk mengeksplor lebih lanjut persepsi penerimaan masyarakat di Kota Malang terhadap penggunaan online grocery shopping. Penelitian ini dilakukan dengan menyebarkan kuisioner kepada 140 responden yang merupakan pelanggan Loka Mart, Malang City Point. Technology Acceptence Model (TAM) digunakan sebagai teory dasar, selain itu terdapat penggunaan variabel seperti visibilitias, persepsi resiko dan pengaruh sosial yang juga pernah diterapkan pada penelitian Sherah dan Ai-wen di tahun 2003 untuk mengetahui penerimaan masyarakat Australia terhadap online grocery shopping. Regresi berganda, korelasi pearson dan korelasi poin biserial digunakan sebagai alat analisis dalam penelitian ini. Hasil penelitian menunjukan bahwa model dasar TAM yang terdiri dari variabel PU (Perceived Usefulness) dan PEOU (Perceived Ease of Use) serta SI (Social Influence) dapat menjelaskan penerimaan masyarakat di Kota Malang terhadap online grocery shopping, berbeda dengan variabel visibilitas dan persepsi resiko yang tidak memiliki pengaruh dalam menjelaskan penerimaan masyarakat untuk menggunakan online grocery shopping. Hasil penelitian ini juga menunjukan bahwa meskipun Online Grocery Acceptence Model dapat menjelaskan penerimaan online grocery shopping, tetapi model belum dapat menjelaskan penggunaan online grocery shopping secara aktual disebabkan minimnya pengguna online grocery shopping. Namun, kecenderungan perilaku masyarakat untuk menggunakan online grocery shopping/ (BI) Behavioural Ittention toward online shopping dalam penelitian ini dapat dipengaruhi oleh penerimaan masyarakat terhadap online grocery shopping (ATU) dan persepsi kemanfaatan masyarakat PU (Perceived Usefulness). Hasil penelitian ini dapat menjadi pertimbangan bagi pelaku ritel seperti Loka Mart untuk meningkatkan penerimaan masyarakat di Kota Malang terhadap online grocery shopping melalui penyediaan fasilitas online grocery shopping yang bersifat aplikatif yakni mudah diaplikasikan/ mudah digunakan bagi konsumen (ease to use) dan memberikan dampak kemanfaatan (usefullness) bagi konsumen. Pengembangan strategi pemasaran juga dapat dikembangkan untuk meningkatkan sikap penerimaan positif masyarakat terhadap penggunaan online grocery shopping dengan memanfaatkan pengaruh sosial untuk mengenalkan adopsi online grocery shopping.
English Abstract
A kind of multichanel trade development due to the widely internet usage is the emergence of online grocery shopping. The broad access of internet usage affect to any online shopping development. It is because consumers shopping activities were no longer limited to the traditional ways to purchased. Consumers are now have a choice to not conventionaly purchase by visiting the store directly. The changes of the purchased behaviour into an online purchasing tend to pose a question how is the approach of that consumer behaviour partially. In addition there is no concrete evidence to show that online grocery shopping has been widely adopted by society. Online grocery shopping in Indonesia has been applied by kinds of online platform, one is called Happyfresh. It has been cooperated with several modern supermarkets to supplied any groceries product over two major cities in Indonesian, Jakarta and Surabaya. A supermarket which has been cooperated to suplied their groceries products is Loka Mart. Currently, Loka Mart already has outlets in several cities in Indonesia such as Tangerang, Balikpapan, Cibubur and Malang but the facility of online grocery shopping is limited and only include the Jakarta area, which creates a need for further research to clarify how the public acceptance of online grocery shopping. The few studies about the acceptance of online grocery shopping in Indonesia, especially in Malang also lead to the need for this study was conducted to complement previous studies are still limited. Specifically, this study was conducted to explore further the perception of public acceptance in Malang on the use of online grocery shopping. This research was conducted by distributed a questionaire through 140 respondents, which are the costumer of Loka Mart Malang. The Technology Acceptance Model (TAM) was employed to provide the theoretical foundation for this study. Other perception applied by Sherah and Ai-wen in their previous research on 2003 to explored the acceptance of online grocery shopping among Australians were also employed to this study. Multiple regression analysis, Pearson’s correlation and pointed biserial correlation were used as the analisys method. Based on the empirical data collected from a survey, the findings demonstrate the strength of the basic model TAM consists of variable PU (Perceived Usefulness) and PEOU (Perceived Ease of Use) in exploring the acceptance of online grocery shopping in Malang. In addition social influences was also found to be an important factor for its acceptance by the community, meanwhile perception of risk and visibility has no influence in explaining the reception people to use online grocery shopping. Further more, Online Grocery Acceptence Model could explain how was the acceptance of society to use online grocry shopping in Malang, but it was not able to explained the relation of online grocery shopping receipt to use an actual online grocery shopping because of the lack of online grocery shopping. However Behavioural Ittention (BI) toward online shopping in this study can be influenced by the Atittude Toward online grocery shopping (ATU) and the Perceived Usefulness (PU). The results could be a consideration for retailers such as Loka Mart to increase public acceptance in Malang to online grocery shopping through the provision of facilities for online grocery shopping that is applied as easy to use for consumers (ease to use) and the impact of expediency ( usefullness) for consumers. Development of marketing strategies can be developed to improve public attitudes towards the use of positive acceptance of online grocery shopping by using social influencing to introduce the adoption of online grocery shopping.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2016/667/051609354 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Sugiantoro |
| Date Deposited: | 01 Nov 2016 10:09 |
| Last Modified: | 19 Oct 2021 15:11 |
| URI: | http://repository.ub.ac.id/id/eprint/131675 |
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