Analisis Pengaruh Preferensi Belanja Konsumen Terhadap Keputusan Pembelian Sembako dalam Struktur Dual Channel Supply Chain
DOI:
https://doi.org/10.22441/10.22441/2441/pasti.2025.v19i2.007Kata Kunci:
Dual Channel Supply Chain, online channel, offline channel, Switching Behavior, Pull-Push Mooring, Structural Equation ModellingAbstrak
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.
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