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Showrooming: Linking Factors Affecting Online Purchase Decisions
ABSTRACT
Ratu Annisa Wulan Andini. 2024. Showrooming: Linking Factors Affecting
Online Purchase Decisions. Undergraduate Thesis, Department of Management,
Faculty of Economics and Business, Universitas Negeri Semarang.
Supervisor: Bayu Bagas Hapsoro S.E., M.M.
Keywords: Consumers' Channel Perceptions, Contextual Factors, Intention to
Purchase on The Store's Website, Intention to Showrooming, Online Purchase
Decisions
The development of online shopping and the increasingly complex world of
brick-and-mortar stores require retailers to maximize the use of two shopping
channels, online and offline. This research aims to examine the influence of
consumers' channel perceptions, contextual factors, and intention to purchase on
the store's website on online purchase decisions through intention to showrooming
as an intervening variable
The method used is a quantitative method with a sample of 251 respondents
who implemented showrooming activities on UNIQLO, within 6 months. The
research uses non-probability sampling techniques. The data in the research were
analyzed using the Structural Equation Model (SEM) technique with SmartPLS
Version 4.0.
Hypothesis direct test results show that consumers' channel perceptions,
contextual factors, and intention to purchase on the store's website influence online
purchase decisions. Furthermore, the indirect hypothesis shows that intention to
showrooming mediates consumers' channel perceptions, contextual factors, and
intention to purchase on the store's website in online purchase decisions.
The conclusions in this research prove that an increase in consumers'
channel perceptions, contextual factors, and intention to purchase on the store's
website can improve online purchase decisions. Furthermore, intention to
showrooming is proven to have advantages as a mediating variable
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