Dampak Perilaku Showrooming dan Webrooming pada Perbandingan Pengaruh Harga Produk terhadap Keputusan Pembelian Konsumen
DOI:
https://doi.org/10.62710/v6khts24Keywords:
Showrooming, Webrooming, Harga Produk, Keputusan Pembelian Konsumen.Abstract
Semakin berkembangnya teknologi yang ada telah banyak merubah perilaku konsumen dalam Keputusan pembelian mereka. Ada dua perilaku konsumen yang mempengaruhi keputusan pembelian yaitu perilaku showrooming dan webrooming, keduanya mempengaruhi keputusan pembelian dengan adanya perbandingan harga pada setiap produk.Penelitian ini bertujuan untuk menganalisis dampak perilaku showrooming dan webrooming terhadap pengaruh harga produk dalam pengambilan keputusan pembelian konsumen. Showrooming merujuk pada perilaku konsumen yang mengunjungi toko fisik untuk melihat produk secara langsung, namun melakukan pembelian secara online, sedangkan webrooming adalah kebalikannya, di mana konsumen melakukan riset online sebelum membeli produk di toko fisik. Dalam studi ini, data dikumpulkan melalui literature review dari jurnal jurnal sebelumnya. Analisis dilakukan dengan menggunakan systematis riview untuk mengevaluasi pengaruh harga produk terhadap keputusan pembelian dalam konteks kedua perilaku tersebut. Hasil penelitian menunjukkan bahwa harga produk memiliki pengaruh signifikan terhadap keputusan pembelian pada kedua perilaku, namun pengaruhnya lebih kuat pada showrooming dibandingkan webrooming. Temuan ini memberikan wawasan bagi pemasar untuk menyesuaikan strategi harga dan promosi agar dapat lebih efektif menarik konsumen di era digital yang semakin kompetitif. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi pemasaran yang lebih baik dalam menghadapi dinamika perilaku konsumen.
Downloads
References
Ahmadi, M. A. (2024). Manajemen Strategi Dalam Meningkatkan Pemasaran Pada Waralaba Menantea Literature Review. Jurnal Ekonomi, Akutansi Dan Organisasi, 01(03), 167–175. http://ejurnal.unmuhjember.ac.id/index.php/EKTASI/article/view/1606%0Ahttp://ejurnal.unmuhjember.ac.id/index.php/EKTASI/article/download/1606/482
Aw, E. C. X., Kamal Basha, N., Ng, S. I., & Ho, J. A. (2021). Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention. Journal of Retailing and Consumer Services, 58(September 2020), 102328. https://doi.org/10.1016/j.jretconser.2020.102328
Bai, S., & Jiang, M. (2022). Optimal Omnichannel Development Strategy in O2O Supply Chain under the Impact of Webrooming. Mathematical Problems in Engineering, 2022. https://doi.org/10.1155/2022/7798236
Chimborazo-Azogue, L. E., Frasquet, M., Molla-Descals, A., & Miquel-Romero, M. J. (2021). Understanding mobile showrooming based on a technology acceptance and use model. Sustainability (Switzerland), 13(13). https://doi.org/10.3390/su13137288
Dong, S., Qin, Z., & Yan, Y. (2022). Effects of online-to-offline spillovers on pricing and quality strategies of competing firms. International Journal of Production Economics, 244, 108376. https://doi.org/https://doi.org/10.1016/j.ijpe.2021.108376
Flavián, C., Gurrea, R., & Orús, C. (2020). Combining channels to make smart purchases: The role of webrooming and showrooming. Journal of Retailing and Consumer Services, 52(September 2019), 101923. https://doi.org/10.1016/j.jretconser.2019.101923
Guo, Y., Zhang, M., & Lynette Wang, V. (2022). Webrooming or showrooming? The moderating effect of product attributes. Journal of Research in Interactive Marketing, 16(4), 534–550. https://doi.org/10.1108/JRIM-08-2020-0161
Halibas, A. S., Van Nguyen, A. T., Akbari, M., Akram, U., & Hoang, M. D. T. (2023). Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions. Journal of Consumer Behaviour, 22(5), 1237–1264. https://doi.org/10.1002/cb.2186
Kim, Y., & Lee, Y. (2020). Cross-channel spillover effect of price promotion in fashion. International Journal of Retail and Distribution Management, 48(10), 1139–1154. https://doi.org/10.1108/IJRDM-12-2019-0393
Kleinlercher, K., Linzmajer, M., Verhoef, P. C., & Rudolph, T. (2020). Antecedents of Webrooming in Omnichannel Retailing. Frontiers in Psychology, 11(November), 1–15. https://doi.org/10.3389/fpsyg.2020.606798
Kuswati, R., & Saleha, A. (2018). Antecedents of online purchasing behavior Antesenden perilaku pembelian secara daring. Benefit: Jurnal Manajemen Dan Bisnis, 3(1), 39. https://doi.org/10.23917/benefit.v3i1.6655
Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020). Consumers’ Decision-Making Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions. Frontiers in Psychology, 11(May), 1–7. https://doi.org/10.3389/fpsyg.2020.00890
Li, Y., Li, B., Zheng, W., & Chen, X. (2021a). Reveal or hide? Impact of demonstration on pricing decisions considering showrooming behavior. Omega (United Kingdom), 102(xxxx). https://doi.org/10.1016/j.omega.2020.102329
Li, Y., Li, B., Zheng, W., & Chen, X. (2021b). Reveal or hide? Impact of demonstration on pricing decisions considering showrooming behavior. Omega, 102, 102329. https://doi.org/https://doi.org/10.1016/j.omega.2020.102329
Liao, S.-H., & Yang, L.-L. (2020). Mobile payment and online to offline retail business models. Journal of Retailing and Consumer Services, 57, 102230. https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102230
Liu, Z., Lu, L., & Qi, X. (2020). The showrooming effect on integrated dual channels. Journal of the Operational Research Society, 71(9), 1347–1356. https://doi.org/10.1080/01605682.2019.1605470
Nursiam, N., Yanissa, A. A. M., & Ariani, K. R. (2020). Simplicity, Price, Quality of Service and Safety Towards The Decision to Purchase Products Through Shopee.id Application. Riset Akuntansi Dan Keuangan Indonesia, 5(1), 71–82. https://doi.org/10.23917/reaksi.v5i1.10682
Olearova, M., Gavurova, B., & Bacik, R. (2022). Consumer Shopping Motive Identification: Study of Webrooming vs. Showrooming. Marketing and Management of Innovations, 2(1), 231–243. https://doi.org/10.21272/mmi.2022.2-21
Pei, Z., Yan, R., & Ghose, S. (2020). Which one is more valuable in coordinating the online and offline distribution? Service support or online price coordination. Industrial Marketing Management, 87, 150–159. https://doi.org/https://doi.org/10.1016/j.indmarman.2020.02.007
Prasetyo, A., & Ahmadi, M. A. (2024). Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Niat Pembelian : Dengan Peran Mediasi Brand Image Dan Brand Trust Program Studi Manajemen , Universitas Muhammadiyah Surakarta. 1, 43–55.
Pu, X., Zhang, S., Ji, B., & Han, G. (2021). Online channel strategies under different offline channel power structures. Journal of Retailing and Consumer Services, 60, 102479. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102479
Sarkar, B., Dey, B. K., Sarkar, M., & AlArjani, A. (2021). A sustainable online-to-offline (O2O) retailing strategy for a supply chain management under controllable lead time and variable demand. Sustainability (Switzerland), 13(4), 1–27. https://doi.org/10.3390/su13041756
Schneider, P. J., & Zielke, S. (2020). Searching offline and buying online – An analysis of showrooming forms and segments. Journal of Retailing and Consumer Services, 52, 101919. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.101919
Shakir Goraya, M. A., Zhu, J., Akram, M. S., Shareef, M. A., Malik, A., & Bhatti, Z. A. (2022). The impact of channel integration on consumers’ channel preferences: Do showrooming and webrooming behaviors matter? Journal of Retailing and Consumer Services, 65, 102130. https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102130
Tran, V. D. (2020). The relationship among product risk, perceived satisfaction and purchase intentions for online shopping. Journal of Asian Finance, Economics and Business, 7(6), 221–231. https://doi.org/10.13106/JAFEB.2020.VOL7.NO6.221
Wang, C., & Wright, J. (2020). Search platforms: showrooming and price parity clauses. RAND Journal of Economics, 51(1), 32–58. https://doi.org/10.1111/1756-2171.12305
Wang, H., & Wang, Y. (2020). A Review of Online Product Reviews. Journal of Service Science and Management, 13(01), 88–96. https://doi.org/10.4236/jssm.2020.131006
Wang, J., & Wang, S. (2022). Revisiting the showrooming effect on online and offline retailers: The strategic role of in-store service. Journal of Retailing and Consumer Services, 66, 102884. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102884
Wang, R., Nan, G., Kou, G., & Li, M. (2023). Separation or integration: The game between retailers with online and offline channels. European Journal of Operational Research, 307(3), 1348–1359. https://doi.org/https://doi.org/10.1016/j.ejor.2022.09.037
Yang, Y., Gong, Y., Land, L. P. W., & Chesney, T. (2020). Understanding the effects of physical experience and information integration on consumer use of online to offline commerce. International Journal of Information Management, 51, 102046. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2019.102046
Zhong, Y., Shen, W., & Ceryan, O. (2023). Information provision under showrooming and webrooming. Omega, 114, 102724. https://doi.org/https://doi.org/10.1016/j.omega.2022.102724
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Marisa Hargiana Ningrum, Mirzam Arqy Ahmadi (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
