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Widiastuti, Fitri
Management Study Program, Faculty Of Economics And Business, University Of Jambi.
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Journal : Influence: International Journal of Science Review

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Webrooming in a Role of Motivating Online Shopping in Some Indonesian Marketplace Choice WB, Sylvia Kartika; Widiastuti, Fitri; Syafri, Rista Aldilla
INFLUENCE: INTERNATIONAL JOURNAL OF SCIENCE REVIEW Vol. 6 No. 3 (2024): INFLUENCE: International Journal of Science Review
Publisher : Global Writing Academica Researching and Publishing

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Abstract

The rapidly changing retail landscape and associated changes in consumer preferences have forcing retailers to adopt multi-channel strategies rather than just using one chancellor's solution (Verhoef et al.,2015) As a result, customers engage in shopping behavior cross channels, such as showrooming and webrooming more than ever. Consumer Survey the Annual Global Retail conducted by PwC Indonesia in 2015 revealed that 70% of global consumers collect information online to make purchases offline. Webroomers have a greater perception of saving time, effort for make the right purchases, as well as smart shopping better than showroomers. Unfortunately, most research so far has focused on showrooming spaces (Eriksson & Fagerstrøm, 2019) and there is still very little research using webrooming spaces at the individual level, although this topic is constantly being called for action. Although these variables are valid and enriching, they do not explain everything observed variations in online space usage behavior and more research is needed carry on. The aim of this research is how far the webrooming component affects motivation interest in online shopping in several marketplace choices in Indonesia and how to implement it Webrooming can help marketplaces in Indonesia influence Indonesian people's online shopping motivation. Researchers employ an exploratory research approach, which seeks to gather information, data, and facts on a particular topic or issue. This is done using quantitative methods, with the data being analyzed statistically through the Structural Equation Modeling (SEM) technique, specifically utilizing Partial Least Squares (PLS). The primary data for this study is collected via questionnaires, which are distributed both through Google Forms and in person. The sampling method used is convenience sampling, where individuals encountered by the researcher who are deemed appropriate as data sources and are willing to participate are selected as samples. The sample in this research was marketplace users who had previously done webrooming, so the sample obtained was 188 people. The research findings showed that the motivation variable or shopping intention, the marketplace channel showed significant results on webrooming behavior. The research results show that many consumers use the marketplace to compare prices before deciding to buy a product offline. Research indicates that easily accessible price comparisons on platforms such as Tokopedia and Shopee encourage users to be more careful in making decisions. Access to complete product information and reviews from other users on the marketplace greatly influences consumer decisions. The research also shows differences in marketplace preferences, with some consumers preferring platforms that offer flexible return policies and responsive customer service.
Co-Authors Adila Solida Afi Parnawi Aidillah Amri Lubis, Wahdan Alif Tegar Jatmiko Andi Subandi Andy Amir Ary Dean Amri Asep Machpudin Asep Machpudin Asha Zabirra Asharah, Dina Az’zahra Machzunah B., Sylvia Kartika Wulan Bahri, Zainul Bella Debora Bintang Maharani Chairunnisa, Fitri Dahmiri Dandy Setiawan Darwisyah Darwisyah, Darwisyah Dea Ola Hotma Sari Aritonang deki Irawan Dian mala Fithriani Aira Dwi Hastuti Dwi Hastuti DWI HASTUTI Dwi Kurniawan Dwi Noerjoedianto Edward Edward Elliyana, Dessy Emilia Emilia erida erida Evy Wisudariani F. Husni Hasbullah, F. Husni Faradina Zevaya Firman Firman Fiska Putri Zulfani Fitriaty, Fitriaty Helen Parkhurst Hendriyaldi Hendriyaldi Heriberta Heriberta Hernando, Riski Idham Khalik Jaya Kusuma Edi Junaidi Junaidi Kartika, Sylvia Kinanti Eksa Putri LUBIS, PAULINA Lubis, Paulina M. Gunawan M. Pandu Jaya Kafilatullah MASBIROROTNI - Moh. Ihsan Muhammad Ridwansyah Muhammad Ridwansyah Mulyadi Raf Mulyadi Raf Mustakim Mustakim Nur Hasanah Nurhusna Parkhurst, Helen Parmadi Parmadi Paulina Lubis Putri Irwanti Sari Rafiqi Rafiqi Rafiqi Rafiqi Ramadhan, Raihan Fajri Rike Setiawati Riski Hernando Riski Hernando Rizal Jalil Rizki Fauzan Rohman Willian Rosyid, Garry Yuesa Sagita, Dora Sembiring, Rinawati Shahnaz, Muthia Shofia Amin Siga, Mustaqim Sry Rosita Sumarni Sumarni Sumarni Sumarni Sumarni Syafri, Rista Aldilla Sylvia Kartika Wulan Bhayangkari Teja Kaswari Tona Aurora Lubis WB, Sylvia Kartika Yenny Yuniarti Yudi Yudi Zainul Bahri Zulfina Adriani