Analisis Pengaruh Preferensi Belanja Konsumen Terhadap Keputusan Pembelian Sembako dalam Struktur Dual Channel Supply Chain
DOI:
https://doi.org/10.22441/2441/pasti.2025.v19i2.007Kata 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.
Unduhan
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