Omnichannel Integration Quality Analysis, Cross Buying Intention to Perceived Value, Study on Tokopedia Indonesia

DOI

10.2991/978-2-38476-046-6_17How to use a DOI?

Keywords

Channel service configuration; perceived value; cross buying intention; omnichannel integration quality; assurance quality; process consistency; and content consistency

Abstract

The development of multi-channel communication is getting new opportunities for business people. Communication that shifts from traditional to digital causes companies to anticipate conditions by creating various channels that can remain integrated with each other. In the rapidly changing digital era, the marketing approach is not only focused on one interaction, but also focuses on virtual and physical relations among company and customers. Companies are required to focus on changing technology infrastructure and practices in economic transformation through an omnichannel strategy. Customers can interact with the company through extensive communication channels as they wish, without having to repeat information when switching channels Research from omnichannel management is gaining traction, Reports show that integrating omnichannel systems improves purchase frequency by 250%, order value by 13%, customer retention by 90%, and retention by 13.5% compared to single channel systems [1]. The purpose of this study is to assess the quality of omnichannel integration and identify perceived quality in determining cross-purchase intent. The perceived value of customers towards the company. This study employs a quantitative methodology which is a method involving parameter estimation, hypothesis testing, establishing confidence intervals, and the relationship between two or more properties (variables) for parameters that have a certain known normal distribution. Then analyzed using the method, factor analysis, and hypothesis testing using PLS. Customers of Tokopedia represent the study's primary unit of analysis. The number of samples is 120 respondents. The findings of this study show that hypothesis H1 does not support the channel service configuration variable and does not have a significant effect on omnichannel integration quality (INQ). Hypothesis H2 supports the hypothesis that content consistency has a significant effect on omnichannel integration quality (INQ) and H3 supports the hypothesis that process consistency has a significant effect on omnichannel integration. Quality (INQ) and H4 assurance quality have a significant effect on omnichannel integration quality (INQ). H5 is also supported by omnichannel integration quality which has a substantial impact on the cross buying intention. H6 is supported by the hypothesis that cross buying intention gives significant impact for perceived value then H7 is supported by omnichannel integration quality that reveals considerable impact perceived value.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Aida Sari
AU  - Mudji Rachmat Ramelan
AU  - Nuzul Inas Nabila
PY  - 2023
DA  - 2023/05/02
TI  - Omnichannel Integration Quality Analysis, Cross Buying Intention to Perceived Value, Study on Tokopedia Indonesia
BT  - Proceedings of the 3rd Universitas Lampung International Conference on Social Sciences (ULICoSS 2022)
PB  - Atlantis Press
SP  - 164
EP  - 177
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-046-6_17
DO  - 10.2991/978-2-38476-046-6_17
ID  - Sari2023
ER  -