Rejeki, Septiadinur and Prof. Dr. Ir. Budi Setiawan,, M.S. and Dr. Riyanti Isaskar,, S.P., M.Si. (2022) Model Penerimaan Teknologi dan Pengalaman Pelanggan dalam Meningkatkan Kepuasan dan Loyalitas pada Pemasaran Multichannel. Magister thesis, Universitas Brawijaya.
Abstract
Akhir-akhir ini, perubahan perilaku konsumen dalam berbelanja semakin berkembang pesat yang didukung dengan teknologi digital pada beberapa bisnis ritel. Respon pandemi Covid-19 cukup mendukung ancaman bagi bisnis ritel secara offline untuk memutar otak dan mengatur kembali seluruh strategi perusahaannya agar dapat beradaptasi pada situasi tersebut. Perubahan tersebut menjadi alasan para pelaku bisnis untuk mengembangkan pemasaran multichannel dengan mengembangkan toko fisik dan toko online. Masyarakat akan semakin banyak menjadi pelanggan multichannel, karena kemudahan dalam mencari informasi dan membuat keputusan pembelian melalui kombinasi saluran offline dan online agar kebutuhan belanja masyarakat terpenuhi. Sejauh tahun 2021, konsumen Indonesia yang berniat berbelanja kebutuhan bahan pokok atau e-groceries sekitar 60% (Bliblimart, 2022) dan banyaknya persaingan toko sayuran di Kota Malang. Hal tersebut menjadi alasan pelaku bisnis untuk mulai mengembangkan toko sayur serta kebutuhan dapur sehari-hari dengan pemasaran multichannel, termasuk Toko Omah Sayur. Toko tersebut mengembangkan beberapa saluran pemasaran dengan 6 cabang toko offline dan toko online melalui media sosial serta aplikasi belanja. Selain banyaknya pesaing dan pemasaran produk masih menggunakan media sosial dan bergantung dengan aplikasi belanja lainnya, masalah yang masih sering terjadi pada pengalaman ibu-ibu yang berbelanja di toko online dan offline terkait harga masih mahal dibandingkan toko sayuran lainnya, minimnya pelayanan yang hanya ada pegawai 1-3 orang saja, sistem kasir di toko online dan offline yang masih manual, minimnya pengelolaan sumber daya manusia khususnya pada toko online yaitu banyak kesalahan persiapan dan pengemasan barang pesanan maupun pengiriman yang membuat konsumen harus menunggu lama. Sehingga akhir-akhir ini pembeli menurun dan tidak seramai dahulu lagi, konsumen juga merasa tidak seramai dahulu. Alasan tersebut menjadi pentingnya mengevaluasi manajemen pemasaran untuk meningkatkan customer value dengan menganalisis pengalaman secara holistik dalam dua saluran sekaligus. Keberhasilan bisnis ritel ketika konsumen memiliki pengalaman maupun penerimaan teknologi yang berbeda dengan pesaing dan tidak mudah terlupakan oleh konsumen. Sehingga penerimaan teknologi dan respon pengalaman sensorik, emosional dan sosial yang baik akan meningkatkan kepuasan dan loyalitas pada toko. Hal tersebut menjadi alasan menarik dan unik, karena belum terdapat penelitian terkait penerimaan teknologi dan respon pengalaman pelanggan yang pernah berbelanja melalui saluran kombinasi (toko fisik dan toko online) dengan pemasaran multichannel berpengaruh pada kepuasan dan loyalitas. Tujuan penelitian ini untuk menganalisis pengaruh penerimaan teknologi terhadap pengalaman pelanggan, kepuasan dan loyalitas; pengalaman pelanggan terhadap kepuasan dan loyalitas; kepuasan konsumen terhadap loyalitas; pengalaman pelanggan terhadap loyalitas melalui kepuasan konsumen; dan merumuskan strategi pemasaran multichannel untuk Toko Omah Sayur. Penelitian x ini menggunakan pendekatan kuantitatif dan statistik deskriptif. Pemilihan lokasi secara purposive di Toko Omah Sayur yang dilakukan sekitar bulan OktoberNovember 2022. Metode penentuan responden dengan nonprobability sampling dengan purposive sampling, kriterianya yaitu berjenis kelamin perempuan dan memiliki pengalaman belanja online dan offline. Jumlah responden sesuai dengan rule of thumb dengan anak panah menuju konstruk 6 sehingga membutuhkan 60 responden. Metode analisis data menggunakan Structural Equation Model (SEM)- PLS dengan aplikasi WarpPLS7.0 dan statistik deskriptif dengan Microsoft Excel. Hasilnya yaitu penerimaan teknologi berpengaruh positif dan signifikan terhadap pengalaman, kepuasan dan loyalitas. Secara keseluruhan belanja online lebih cepat, hemat waktu, dan arahan untuk belanja juga mudah dipahami. Namun penerimaan teknologi tidak berpengaruh positif dan tidak signifikan terhadap loyalitas konsumen karena belanjanya hanya melalui media sosial saja tidak ada fitur lengkap seperti terdapat katalog harga, catatan transaksi pembelanjaan, ketersediaan stok maupun konfirmasi pengiriman barang belanjaan. Pengalaman berpengaruh positif dan signifikan terhadap kepuasan dan loyalitas. Konsumen merasakan respon sensorik seperti pelayanan di toko cepat yang menghemat waktu, suasana toko menyenangkan dan nyaman ada musik, penataan toko tepat dan menarik, kasir cepat dan ramah, dan belanja online mudah; respon emosional seperti konsumen sudah merasa senang, santai dan semangat untuk terus belanja dan respon sosial seperti karyawan bersedia membantu, pintar menawarkan barang, baik, sopan pada konsumen. Beberapa pengalaman tersebut sudah memuaskan meskipun masih ada beberapa kritikan yang harus ditingkatkan oleh toko seperti respon sensorik yaitu kualitas produk, ketersediaan produk, cara pembayaran yang fleksibel, fasilitas parkir yang kurang luas, penawaran jasa pengiriman lain yang lebih menghemat waktu, persiapan serta pengemasan produk yang lebih teliti dan efektif. Kritikan respon emosional yaitu konsumen kurang terkesan dengan kualitas produk. Dan kritikan respon sosial terkait konsumen kurang dalam bersosialisasi dengan pelanggan lain. Pada kenyataannya, saat ini konsumen sudah puas terhadap layanan maupun pengalaman belanja di toko offline maupun online. Namun masih ada peluang untuk konsumen beralih ke pesaing lainnya. Kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas. Konsumen puas terhadap pelayanan dan memiliki pengalaman yang memuaskan pada benak konsumen sehingga konsumen memutuskan untuk berniat melakukan pembeli kembali dalam waktu dekat, menjadi pilihan pertama, berniat untuk belanja offline dan online di masa yang datang. Selain itu, konsumen juga akan merekomendasikan toko kepada siapapun orang terdekat yang ingin berbelanja, mendorong teman untuk berbelanja di Omah Sayur, dan berniat untuk mengunggah ulasan positif di media sosial terkait produk atau layanan Omah Sayur. Pengalaman pelanggan berpengaruh positif dan signifikan terhadap loyalitas melalui kepuasan konsumen karena secara keseluruhan pengalaman sensorik, emosional dan sosial pada benak konsumen sudah memuaskan sehingga menimbulkan niat untuk melakukan pembelian kembali dan word of mouth atau getok tular kepada teman maupun orang lain yang ingin berbelanja offline serta online. Pengalaman sensorik, emosional dan sosial yang baik dan membekas di benak konsumen adalah strategi pemasaran multichannel yang penting untuk Toko Omah Sayur. Ketika pengalaman baik akan muncul kepuasan dan timbulnya sebuah loyalitas konsumen dalam berbelanja di Toko Omah Sayur.
English Abstract
Lately, changes in consumer behavior in shopping are growing rapidly supported by digital technology in several retail businesses. The response to the Covid-19 pandemic was enough to support the threat to offline retail businesses to rack their brains and reorganize their entire corporate strategy so they can adapt to this situation. This change is the reason for business players to develop multichannel marketing by developing physical stores and online stores. More and more people will become multichannel customers, because of the ease in finding information and making purchasing decisions through a combination of offline and online channels so that people's shopping needs are met. As far back as 2021, around 60% of Indonesian consumers intend to shop for basic needs or e-groceries (Bliblimart, 2022) and there is a lot of competition for vegetable shops in Malang City. This is the reason for business people to start developing vegetable shops as well as daily kitchen needs with multichannel marketing, including the Omah Sayur Shop. The store has developed several marketing channels with 6 branches of offline stores and online stores through social media and shopping applications. In addition to the many competitors and product marketing still using social media and depending on other shopping applications, problems that still occur in the experience of mothers who shop at online and offline stores are related to prices that are still expensive compared to other vegetable shops, lack of service, only employees -3 people only, the cashier system in online and offline stores is still manual, the lack of human resource management, especially in online stores, namely many mistakes in preparing and packing ordered goods and shipping which makes consumers have to wait a long time. So that lately buyers have decreased and are not as busy as they used to be, consumers also feel that they are not as busy as they used to be. This reason becomes the importance of evaluating marketing management to increase customer value by analyzing experiences holistically in two channels at once. The success of a retail business is when consumers have experience and acceptance of technology that is different from competitors and is not easily forgotten by consumers. So that acceptance of technology and good sensory, emotional and social experience responses will increase store satisfaction and loyalty. This is an interesting and unique reason, because there has been no research related to technology acceptance and experience responses of customers who have shopped through combination channels (physical stores and online stores) with multichannel marketing that have an effect on satisfaction and loyalty. The purpose of this study is to analyze the effect of technology acceptance on customer experience, satisfaction and loyalty; customer experience on satisfaction and loyalty; consumer satisfaction on loyalty; customer experience on loyalty through consumer satisfaction; and formulate a multichannel marketing strategy for Toko Omah Sayur. This study uses a quantitative approach and descriptive statistics. The selection of locations was purposive at the Omah Sayur Store which was carried out around October-November 2022. The method of determining respondents was xii by non-probability sampling using purposive sampling, the criteria were female and had online and offline shopping experience. The number of respondents is in accordance with the rule of thumb with arrows leading to construct 6 so that it requires 60 respondents. The data analysis method uses the Structural Equation Model (SEM)-PLS with the WarpPLS7.0 application and descriptive statistics with Microsoft Excel. The result is that technology acceptance has a positive and significant effect on experience, satisfaction and loyalty. Overall online shopping is faster, saves time, and directions for shopping are also easy to understand. However, acceptance of technology has no positive and insignificant effect on consumer loyalty because shopping is only through social media, there are no complete features such as price catalogs, records of purchase transactions, stock availability or confirmation of delivery of groceries. Experience has a positive and significant effect on satisfaction and loyalty. Consumers experience sensory responses such as fast store service that saves time, pleasant and comfortable store atmosphere with music, precise and attractive store layout, fast and friendly cashiers, and easy online shopping; emotional responses such as consumers feel happy, relaxed and excited to continue shopping and social responses such as employees willing to help, smart in offering goods, kind, polite to consumers. Some of these experiences have been satisfying, although there are still some criticisms that the store needs to improve, such as sensory response, namely product quality, product availability, flexible payment methods, less extensive parking facilities, offering other delivery services that save more time, preparation and packaging of products that are less more thorough and effective. The emotional response criticism is that consumers are less impressed with product quality. And criticism of social response related to consumers' lack of socializing with other customers. In fact, currently consumers are satisfied with the service and shopping experience at offline and online stores. But there are still opportunities for consumers to switch to other competitors. Consumer satisfaction has a positive and significant effect on loyalty. Consumers are satisfied with the service and have a satisfying experience in the minds of consumers so that consumers decide to intend to make repeat purchases in the near future, to be the first choice, intending to shop offline and online in the future. In addition, consumers will also recommend the shop to anyone close to them who wants to shop, encourage friends to shop at Omah Sayur, and intend to post positive reviews on social media regarding Omah Sayur products or services. Customer experience has a positive and significant effect on loyalty through consumer satisfaction because overall the sensory, emotional and social experiences in the minds of consumers are already satisfactory, giving rise to intentions to make repurchases and word of mouth or word of mouth to friends and other people who want to shop offline and online. Good sensory, emotional and social experiences that leave an impression on the minds of consumers are important multichannel marketing strategies for Toko Omah Sayur. When a good experience will appear satisfaction and the emergence of a consumer loyalty in shopping at the Omah Sayur Store.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0422040075 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | S2/S3 > Magister Bioteknologi Agroindustri, Fakultas Pertanian |
| Depositing User: | PKN 01 UB |
| Date Deposited: | 14 Jun 2023 04:01 |
| Last Modified: | 14 Jun 2023 04:01 |
| URI: | http://repository.ub.ac.id/id/eprint/201616 |
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