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Journal : Journal The Winners

The Effect of Physical Experience and Integrated Information on Customer Purchase Behavior in Online-to-Offline Commerce Christine, christine; Jimmy, So Yohanes; Utomo, Prio
Journal The Winners Vol. 26 No. 1 (2025): The Winners (In Progress)
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v26i1.12584

Abstract

Online-to-Offline (O2O) is a business model increasingly being developed and widely implemented by companies in Indonesia. Therefore, the research examines the factors influencing purchasing behavior in Indonesian O2O commerce through economic theories, namely Perceived Risk and Perceived Benefit. The research procedures were carried out using a quantitative approach, and the data obtained were analyzed with Partial Least Square Structural Equation Modeling. The sample data was selected using a purposive sampling method and collected through an online survey instrument from 248 millennial customers who had made O2O purchases. The results show that all exogenous variables had significant effects, except for Physical Experience, which did not significantly affect Perceived Risk. Meanwhile, Integration Online-to-Offline Information (IOOI) had the most significant impact on enhancing customer purchase intention. The results also showed that Perceived Benefits had a significant impact on customer purchase intention. This research offers a novel perspective by exploring how integrated customer behavior across digital and physical channels influenced purchasing decisions within the Indonesian context, where existing literature was limited. The results provide valuable insights for companies in formulating strategies to deliver effective physical experiences and IOOI. Companies should ensure that the information available across online and offline channels is complementary and consistent to maximize customer purchase intention.
Co-Authors Agustin Dwi Syalfina Al Faruq, Muhammad Ariq Albar, Husnul Fuad Andri Irfan Rifai Ardhiawan, Nicolas Raditya Aryasa E.M., Tjahya Azmi Harahap, Taufiq Beby Karina Fawzeea Sembiring Beraya, Fransiska Millenia A L B Christanto, Henoch Juli Darius Andana Haris Dessy Agustiany Dewi, Dewa Ayu Mas Shintya Dian Tauriana, Dian Djaja, Benny Doda, Diana V.D. Ellen Fanny Fanny Fitri, Geyzka Syalwa Gema Florencia, Carla Fransiska Fransiska Govanny, Jocelyn Listo Hamdi, Tasrif Hamid, Mey Lina Hana, Gressia Hananta, Juninho Yudistira Handayani, Susanty Hanum Sasmita Hartawan, IGAG Utara hasyim, hasyim Hiuredhy, Davin Kurnia Hutasoit, Apren Halomoan I Gede Agus Widyadana I Made Gede Widnyana I Nyoman Sutapa Ida Bagus Krisna Jaya Sutawan Incharisma, Maria Jamhari Jamhari Jeanny Pragantha Jimmy, So Yohanes Kartika, Ria Chandra Kristiawanto, Kristiawanto Kurniyanta, I Putu Kusumatriawan, Ardhiel Junico A Linda Santioso Luh Putu Ratna Sundari Masyfufah, Lilis Muchtaridi Muchtaridi Muda Situmorang, Iskandar Mustafa Nizwan Zukhri Novarianti, Novarianti Novianti, Siti Nudji, Bambang Nur Aini Nuryanah, Siti Pangestuti, Patricia Aurelia U Patricia, Rachael Pebriani, Fathia Politon, Fellysca Politon, Fellysca V. M. Prihartanti, Niken Grah Prio Utomo Putri, Ahir Diana Putu Herdita Sudiantara, Putu Herdita Putu Pramana Suarjaya Respito, Andi Saputra, Darman Simbolon, Angelita Rogabe T Siswahyudianto Situmorang, Syafrizal Helmi Sri Hartini Stephen Aprius Sutresno, Stephen Aprius Sunuh, Herlina Sunuh, Herlina Susanto Sutha, Diah Wijayanti Syafrizal Helmi Situmorang Tabita, Skolastika Gadis Tahjoo, Anastina Teepapal, Tanawat Tiadoraria br. Ginting, Litka Titin Wahyuni Tjokorda Gde Agung Senapathi Ulya Firza, Syafira Utin, utin Kasma Widiastiani, Nindry Sulistya Yovie Ernanda yusbardini, yusbardini Zainumi, Cut Meliza