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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 Andi Fatmawati Syamsu Andri Irfan Rifai Anna Veronica Pont Ardhiawan, Nicolas Raditya Azmi Harahap, Taufiq Beby Karina Fawzeea Sembiring Beraya, Fransiska Millenia A L B Christanto, Henoch Juli Darius Andana Haris Dessy Agustiany Dian Tauriana, Dian Djaja, Benny Drastyana, Serlly Frida Ellen Fajrillah Kolomboy Fanny Fanny Fitri, Geyzka Syalwa Gema Florencia, Carla Fransiska Fransiska Govanny, Jocelyn Listo Gunardi Gunardi Hamdi, Tasrif Hamid, Mey Lina Hana, Gressia Hananta, Juninho Yudistira Handayani, Susanty Hanum Sasmita hasyim, hasyim Hiuredhy, Davin Kurnia Hutasoit, Apren Halomoan I Gede Agus Widyadana I Nyoman Sutapa I Wayan Supetran, I Wayan Incharisma, Maria Jamhari Jamhari Jeanny Pragantha Jimmy, So Yohanes Junaidi Junaidi Kadar Ramadhan Kartika, Ria Chandra Kristiawanto, Kristiawanto Kusumatriawan, Ardhiel Junico A L. Lisnawati Linda Santioso Luh Putu Ratna Sundari Masyfufah, Lilis Mercy Joice Kaparang, Mercy Joice Muchtaridi Muchtaridi Muda Situmorang, Iskandar Mustafa Ndama, Metrys Nizwan Zukhri Novianti, Siti Nudji, Bambang Nur Aini Nuradji, Sugeng Nurfatimah Nurfatimah Nuryanah, Siti Pangestuti, Patricia Aurelia U Patricia, Rachael Pebriani, Fathia Politon, Fellysca Politon, Fellysca V. M. Prihartanti, Niken Grah Prio Utomo Putri, Ahir Diana Respito, Andi Saputra, Darman Simbolon, Angelita Rogabe T Situmorang, Syafrizal Helmi Sri Hartini Stephen Aprius Sutresno, Stephen Aprius Subagyo, Indro Sunuh, Herlina Sutha, Diah Wijayanti Syafrizal Helmi Situmorang Tabita, Skolastika Gadis Tahjoo, Anastina Teepapal, Tanawat Tiadoraria br. Ginting, Litka Titin Wahyuni Ulya Firza, Syafira Utin, utin Kasma Widiastiani, Nindry Sulistya Yovie Ernanda yusbardini, yusbardini Zainul, Zainul Zainumi, Cut Meliza Zulkifli, Nathratul Ayeshah Binti