Analisis Pengaruh Preferensi Belanja Konsumen Terhadap Keputusan Pembelian Sembako dalam Struktur Dual Channel Supply Chain
DOI:
https://doi.org/10.22441/2441/pasti.2025.v19i2.007Keywords:
Dual Channel Supply Chain, online channel, offline channel, Switching Behavior, Pull-Push Mooring, Structural Equation ModellingAbstract
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. Perkembangan
e-commerce yang mendorong penerapan DCSC menimbulkan potensi konflik antara saluran
offline dan online dalam memenuhi permintaan konsumen. 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.
Downloads
References
Bansal, H. S., Taylor, S. F., & James, Y. S. (2005). “Migrating” to new service providers:
Toward a unifying framework of consumers’ switching behaviors. Journal of the
Academy of Marketing Science. https://doi.org/10.1177/0092070304267928
Batarfi, R., Jaber, M. Y., & Zanoni, S. (2016). Dual-channel supply chain: A strategy to
maximize profit. Applied Mathematical Modelling, 40 (21–22), 9454–9473.
https://doi.org/10.1016/j.apm.2016.06.008
Burke, R. R. (2002). Technology and the customer interface: What consumers want in the
physical and virtual store. Journal of the Academy of Marketing Science, 30 (4), 411–
432. https://doi.org/10.1177/009207002236914
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
Schumacker, R. E., & Lomax, R. G. (2010). A guide to structural equation modeling: third
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal PASTI (Penelitian dan Aplikasi Sistem dan Teknik Industri)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
