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Siti Jahroh
Departemen Manajemen Dan Bisnis, Fakultas Sekolah Bisnis, Institut Pertanian Bogor, Jln. Raya Padjajaran, Kampus IPB Gunung Gede, Bogor 16151, Jawa Barat, Indonesia
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Journal : Binus Business Review

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Cross-Channel Behavior in Indonesia: Are Omnichannel Shoppers More Loyal than Multichannel Shoppers? Annetta Gunawan; Ujang Sumarwan; Lilik Noor Yuliati; Siti Jahroh
Binus Business Review Vol. 13 No. 3 (2022): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v13i3.8526

Abstract

The retail industry in Indonesia is still in the transition phase from multichannel to omnichannel. Hence, the behavior of shoppers is divided into two broad categories, namely multichannel and omnichannel shoppers. The research aimed to know the socio-demographic characteristics of multichannel and omnichannel shoppers in Indonesia. It also tested the difference between both in showing cross-channel behavior and loyalty to the retailers. The data were obtained by questionnaires from 341 respondents with purposive sampling. The descriptive method with cross-tabulation analysis was applied to capture the socio-demographic characteristics of multichannel and omnichannel shoppers. Meanwhile, the comparative method with an independent sample t-test tested the difference between both types of shoppers in showing cross-channel behavior and loyalty to the retailers. The results show that millennial and female shoppers are the most potential segment at this time to be targeted in the context of omnichannel retailing. Both multichannel and omnichannel shoppers are dominated by those whose income is less than Rp4,5 million to Rp10 million with 3 to 5 persons in their household. Moreover, there are significant differences between multichannel and omnichannel shoppers in the context of cross-channel behavior and loyalty. Omnichannel shoppers show cross-channel behavior and loyalty more than multichannel shoppers.
Co-Authors A.A. Ketut Agung Cahyawan W Abdullah, Asaduddin Achmad Amiruddin Achmad Fadillah Agus Maulana Ahmad Ridho Ahmad Rifai Ahmad Rifai Ahmad Zaki Ahmat Setiabudi Ajeng Siti Anggraeni Aji Hermawan Akimi Fujimoto Alhamnovanda, Syakura Alwi Salam Makarim Amelia Utami Geraldine Mandagi Amzul Rifin Andika, Ridho Erfan Anggraini Sukmawati Anita Primaswari Widhiani Annetta Gunawan Annisa Falimantik Apriado, Albert Arie Widyastuti Arief Daryanto Arief Daryanto Arief Muhammad Sigit Arif Ardiawan Arif Dzulfikar Arif Imam Suroso Arista, Galih Arkeman , Yandra Arry Ekananta Aruddy Asep Taryana Astina Astina Aulia Ramadhan, Muhammad Bella Ganjar Priscila Ganjar Burhanuddin Umar Achmad Chasanah, Alfa Cindy Rianti Priadi Cita Nabila Thabrani Dominicus Savio Priyarsono Eka Nurjati Ekananta , Arry Elfrida Ratnawati Etriya Etriya Fadhila Akmaliyah Fadhila Hukmi Fadila Jzuqynova Burhani Fadila Jzuqynova Burhani Fariyanti, Anna Fauji Yamin Fauji Yamin Febriantina Dewi Febrianto H Masigi Fratama, Radha Niska Gultom, Lamretta H Masigi, Febrianto Handewi P. Saliem Harianto Harianto Harmini Haryono, Adi Heny Kuswanti Suwarsinah Herawati Herawati Ichwal Irawadi Idqan Fahmi Ilma Alyani, Ilma Imam Teguh Saptono Imam Teguh Saptono Indrawan, Dikky Indrawan, Raden Dikky Intan Adhitya Rosmasari Irawadi, Ichwal Irawan Wibisonya Janita Meliala Janita S. Meliala Jemmy Rinaldi JEMMY RINALDI Juliandara, Luthpiyah Juniar Atmakusuma Juwita, Riskina Kristiurman Jaya Mendrofa Kuntadi, Yahya Agung Kurniawan, Hary Larasati, Hasna Lestari, Yulia Setia Lilian Danil Lilik Noor Yuliati Lukman M. Baga Luriana Taslim M. Syamsul Maarif M. Yogi Riyantama Isjoni Mangkudilaga, Erwin Taufik Krisnadi Marzuki, Ferry Fardiansyah Maulani Barkah Shaliha Ma’arif, M. Syamsul Meilina Pudjiani Moch. Hadi Santoso Monicha Septya Harni Monicha Septya Harni Muhamad Iqbal Muhamad Randy Wiguna Semesta Muhamad Ridho Syaffendi Muhamad Ridho Syaffendi Muhammad Akmal Ikramudin Muhammad Arsyad Muhammad Aulia Ramadhan Muhammad Faizurrohman Muhammad Sigit, Arief Mukhamad Najib Mukti Ali, Mochammad Musa Hubeis Nasruloh, Mochamad Nadif Ni Made Windy Widyastuti Purnamasari Nimmi Zulbainarni Nizza Nadya Rachmani Nunung Kusnadi Nurjati, Eka Ono Suparno Palijama, Arnelia Paramitha, Dyah Permana, Sandi Popong Nurhayati Pratiwi, Chairani Putri Pritjahjono Purnomo, Lorio Purwanto, Budi Puspita, Jeni Rahmana, Adhitya Rahmatika, Rizka Astari Ramadyanto, Widodo Ratna Winandi Ratna Winandi Retnaningsih Riansyah Rainal Purnama Rita Nurmalina Rizal Syarief Rizal Syarief Rizawati Rizky Ariesty Fachrysa Halik Rizky Lutfi Suprabowo Robinsar Jogi Y Manullang Rosdwianty, Sintya Rosdwianty, Sintya Rosita Noviana Rusiana Rusiana Sabila Mumtaz Khandari Safira Fathin Safitri, Laras Sirly Salix Fini Maris Sardolian Simbolon Sari Narulita Savio Priyarsono, Dominicus Setiadi Djohar Setiadi Johar Setiawati, Nanik Dewi Setyawati, Ika Sigit, Arief Muhammad Siti Helmyati Suci Ramadhani, Suci Sufrin Hannan Suharno Suhendi Sukarsih, Yayuk Suprabowo, Rizky Lutfi Suprabowo, Rizky Lutfi Syarah Nurul Amaliah Syaukat, Fadhilla Izzaty Tasya Amanda Tobing Titis Wicaksono Tri Hastuti, Yohana Triadi, Tasya Meira Trias Andati Trias Andati Ujang Sumarwan Ultimarchya, Debra Uray Irzandi Wibawa, Rafki Chandra Wibisonya, Irawan Widodo Ramadyanto Widodo Ramadyanto Winandi, Ratna Yahya Agung Kuntadi Yandra Arkeman Yanti N. Muflikh Yohana Tri Hastuti Yudha Heryawan Asnawi Yudi Yudistira Yudistira, Yudi Yulia Setia Lestari Yusuf Iskandar Zahran, Muhammad Balya Rafa Zenal Asikin