Konsumen Cerdas di Era Digital: Webrooming dan Faktor Pendorongnya dalam Pembelian Smartphone
DOI:
https://doi.org/10.20527/jwm.v13i3.398Keywords:
Employee Service, Store Image, Trust, Webrooming IntentionAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh citra toko dan layanan karyawan terhadap niat webrooming dengan kepercayaan sebagai variabel mediasi. Populasi dalam penelitian ini adalah masyarakat Indonesia yang pernah membeli smartphone melalui toko fisik. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 200 orang. Pendekatan penelitian ini bersifat kuantitatif, dengan pengumpulan data melalui kuesioner daring menggunakan platform Tsurvei. Data dianalisis menggunakan perangkat lunak SmartPLS 4 untuk menguji validitas dan reliabilitas model. Hasil penelitian menunjukkan bahwa citra toko dan layanan karyawan berpengaruh positif dan signifikan terhadap kepercayaan. Namun, kepercayaan tidak berpengaruh signifikan terhadap niat webrooming. Citra toko berpengaruh positif terhadap niat webrooming, sedangkan layanan karyawan menunjukkan pengaruh negatif yang tidak signifikan. Temuan ini memberikan kontribusi dalam memahami perilaku konsumen, khususnya dalam konteks pembelian smartphone secara offline di Indonesia.
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