Analisis Pengaruh Preferensi Belanja Konsumen Terhadap Keputusan Pembelian Sembako Dalam Struktur Dual Channel Supply Chain
DOI:
https://doi.org/10.31539/intecoms.v7i6.12913Abstract
Dual channel supply chain (DCSC) merupakan strategi dalam manajemen rantai pasok yang menggunakan dua jalur distribusi yang berbeda yaitu saluran fisik tradisional dan saluran online atau digital untuk mendistribusikan produk kepada pelanggan. Dalam penelitian ini menggunakan push pull mooring (PPM) untuk mengidentifikasi perilaku pelanggan (customer behavior) beralih dari saluran luar jaringan menjadi dalam jaringan. Variabel push mencakup satisfaction, information searching behaviour, perceived price, and perceived service quality. Variabel mooring mencakup attitude towards switching, switching cost, habit dan subjective norm. Variabel pull terdiri dari responsiveness dan attractiveness. Hasil penelitian menunjukkan bahwa ketiga variabel diatas dapat diterapkan dalam menentukan strategi operasional dan taktis dalam mengantisipasi volatilitas dalam customer behaviour.
Kata Kunci: Dual channel, Switching Behavior, Pull-Push Mooring
References
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Saha, S., Sarmah, S. P., & Modak, N. M. (2017). Single versus dual-channel: A strategic analysis in perspective of retailer’s profitability under three-level dual-channel supply chain. Asia Pacific Management Review, 23(2), 148–160. https://doi.org/10.1016/j.apmrv.2017.03.001
Chang, H. H., Wong, K. H., & Li, S. Y. (2017). Applying push-pull-mooring to investigate channel switching behaviors: M-shopping self-efficacy and switching costs as moderators. Electronic Commerce Research and Applications, 24 (March), 50 67. https://doi.org/10.1016/j.elerap.2017.06.002
Cheng et al. (2019). An empirical investigation of users’ voluntary switching intention for mobile personal cloud storage services based on the push-pull-mooring framework, 1–18
Chou, S. Y., Shen, G. C., Chiu, H. C., & Chou, Y. T. (2016). Multichannel service strategy: Understanding customers’ switching and free-riding behavior. Journal of Business Research, 69 (6), 2226–2232. https://doi.org/10.1016/j.jbusres.2015.12.034
Fu, J. R. (2011). Understanding career commitment of IT professionals: Perspectives of push-pull-mooring framework and investment model. International Journal of Information Management, 31(3), 279–293. https://doi.org/10.1016/j.ijinfomgt.2010.08.008
Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). A Primer on Partial Least Squares Structural Equation Modeling. Sage (Vol. 46). https://doi.org/10.1016/j.lrp.2013.01.002
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. Pearson custom library. https://doi.org/10.1038/259433b0
Ketchen, D. J. (2013). A Primer on Partial Least Squares Structural Equation Modeling. Long Range Planning (Vol. 46). https://doi.org/10.1016/j.lrp.2013.01.002
Lee, K. W., Tsai, M. Ten, & Lanting, M. C. L. (2011). From marketplace to marketspace: Investigating the consumer switch to online banking. Electronic Commerce Research and Applications, 10(1), 115–125. https://doi.org/10.1016/j.elerap.2010.08.005
Li, C. (2018). Computers in Human Behavior Consumer behavior in switching between membership cards and mobile applications : The case of Starbucks, 84. https://doi.org/10.1016/j.chb.2017.12.042
Lin, T.-C., & Huang, S.-L. (2014). Understanding the Determinants of Consumers’ Switching intentions in a Standards War. International Journal of Electronic Commerce, 19(1), 163–189. https://doi.org/10.2753/JEC1086-4415190105
Modak, N. M., & Kelle, P. (2019). Managing a dual-channel supply chain under price and delivery-time dependent stochastic demand. European Journal of Operational Research, 272(1), 147–161. https://doi.org/10.1016/j.ejor.2018.05.067
Nimako, S. G., & Ntim, B. a. (2013). Construct Specification and Misspecification within the Application of Push-pull-mooring Theory of Switching Behaviour. Journal of Business and Management Sciences, 1(5), 83–95. https://doi.org/10.12691/jbms-1-5-2
Peng, X., Zhao, Y. (Chris), & Zhu, Q. (2016). Investigating user switching intention for mobile instant messaging application: Taking WeChat as an example. Computers in Human Behavior, 64, 206–216. https://doi.org/10.1016/j.chb.2016.06.054
Saha, S., Sarmah, S. P., & Modak, N. M. (2017). Single versus dual-channel: A strategic analysis in perspective of retailer’s profitability under three-level dual-channel supply chain. Asia Pacific Management Review, 23(2), 148–160. https://doi.org/10.1016/j.apmrv.2017.03.001
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2024-12-31
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