Model Niat Beli Ulang pada Aplikasi E-grocery
Date
2024-01-15Author
Monoarfa, Terrylina Arvinta
Sumarwan, Ujang
Suroso, Arif Imam
Metadata
Show full item recordAbstract
Belanja grocery secara online melalui aplikasi seluler mulai diminati oleh masyarakat kota besar. Beberapa aplikasi belanja grocery bermunculan, seperti Sayurbox, Segari, Cari Sayur, bahkan supermarket yang biasa melayani secara fisik, saat ini pun telah menambah layanan belanja online. Perubahan perilaku konsumen untuk berbelanja online ini didorong oleh pesatnya perkembangan teknologi dan sistem informasi. Selain itu, pandemi COVID-19 telah mengakselerasi perubahan yang terjadi. Dari beberapa manfaat yang ditawarkan oleh layanan belanja online, terdapat beberapa keluhan juga yang dirasakan konsumen, seperti ketidaksesuaian barang yang diterima, keterlambatan kedatangan, atau kegagalan transaksi. Sebagaimana diketahui bahwa produk grocery segar memiliki karakteristik perishable, sehingga layanan belanja online perlu memperhatikan pentingnya kualitas layanan logistik untuk mempertahankan mutu produk di masa pengantaran.
Adapun tujuan penelitian ini adalah untuk menganalisis karakteristik pelanggan e-grocery, mengembangkan instrumen pengukuran kualitas layanan logistik elektronik, merancang model niat beli ulang, serta merumuskan prioritas strategi untuk meningkatkan niat beli ulang pada e-grocery. Model niat beli ulang yang dirancang pada penelitian ini telah mengintegrasikan beberapa model, yakni model evaluasi produk, model ekspektasi-konfirmasi penerimaan teknologi (EC-TAM), serta model kualitas layanan. Beberapa komponen dalam model niat beli ulang di antaranya adalah persepsi reputasi, risiko, harga, kualitas produk, kualitas layanan logistik elektronik, nilai, konfirmasi kinerja teknologi, manfaat teknologi, kepuasan, dan kepercayaan.
Penelitian ini merupakan penelitian dengan pendekatan mixed method yang memadukan metode kuantitatif dan kualitatif untuk menganalisis data. Terdapat beberapa tahapan analisis yang dilakukan pada penelitian, yakni: analisis deskriptif terhadap karakteristik sosio-demografik pelanggan, analisis eksploratori faktor kualitas layanan logistik elektronik, analisis model struktural niat beli ulang, serta analitikal proses hierarki perumusan strategi niat beli ulang. Adapun pengambilan data pada survei konsumen menggunakan teknik convenience sampling, sehingga terjaring 364 responden yang dilibatkan dalam memberikan penilaian terhadap komponen-komponen pendorong niat beli ulang. Sedangkan pada tahapan focus group discussion sebagai bagian merumuskan kriteria pendukung strategi niat beli ulang, penelitian ini melibatkan 10 responden yang mewakili perannya sebagai pelaku bisnis e-grocery, pemerintah, peneliti, serta pelanggan e-grocery.
Analisis deskriptif melalui tabulasi silang menunjukkan bahwa karakteristik sosio-demografik berkaitan erat dengan frekuensi belanja pada e-grocery, di antaranya adalah domisili, jenis kelamin, usia, status pernikahan, serta jumlah tanggungan dalam rumah tangga. Selanjutnya, pada analisis eksploratori faktor, penelitian ini telah mengembangkan instrumen pengukuran kualitas layanan logistik elektronik berdasarkan tiga dimensi, yakni: layanan informasi produk dan pengantaran, layanan pengelolaan dan pemenuhan pesanan, serta layanan hubungan pelanggan. Selain itu, pada analisis model struktural niat beli ulang melalui Structural Equation Modeling, hasil uji menyatakan bahwa rancangan model niat beli ulang adalah valid dan fit. Melalui pengujian hipotesis, penelitian ini mampu membuktikan bahwa reputasi, harga, kualitas produk, persepsi kualitas layanan logistik secara langsung maupun tak langsung dengan peran variabel mediasi berpengaruh terhadap niat beli ulang. Temuan penelitian menyatakan bahwa kualitas layanan logistik elektronik merupakan mediator penting yang menghubungkan model evaluasi produk dan model EC-TAM. Selanjutnya pada uji analitikal proses hierarki, penelitian ini telah merekomendasikan beberapa alternatif strategi untuk meningkatkan niat beli ulang pada e-grocery, yakni: kemitraan dan kontinyuitas pasokan, standardisasi mutu produk, peningkatan fasilitas logistik dan layanan pengantaran, peningkatan layanan belanja online, pengendalian harga, serta intensifikasi digital branding. Di antara beberapa alternatif strategi, maka peningkatan fasilitas logistik dan layanan pengantaran merupakan prioritas strategi yang perlu diimplementasikan oleh pelaku bisnis e-grocery. perumusan prioritas strategi ini diharapkan mampu meningkatkan niat beli ulang pada aplikasi e-grocery, sehingga bisnis e-grocery dapat terjaga keberlanjutannya Online grocery shopping through mobile applications is gaining popularity among urban communities. Various grocery shopping apps have emerged, such as Sayurbox, Segari, and Cari Sayur, and even traditional supermarkets that used to operate physically have expanded their services to include online shopping. The rapid development of technology and information systems drives consumer behavior toward online shopping. Additionally, the COVID-19 pandemic has accelerated these changes. While online grocery services offer several benefits, consumers also express concerns such as receiving mismatched items, delayed deliveries, or transaction failures. Considering the perishable nature of fresh grocery products, online grocery services must prioritize the quality of logistics services to maintain product integrity during delivery.
This research aims to analyze e-grocery customers' characteristics, develop a measurement instrument for electronic logistics service quality, design a model for repurchase intention, and formulate priority strategies to enhance repurchase intention in the new era. The repurchase intention model developed in this study integrates several models: the product evaluation model, the Expectation-Confirmation Technology Acceptance Model (EC-TAM), and the service quality model. Components of the repurchase intention model include reputation perception, risk, price, product quality, electronic logistics service quality, value, technology performance confirmation, technology benefits, satisfaction, and trust.
This research employs a mixed-method approach, combining quantitative and qualitative methods for data analysis. The analysis involves several stages, including descriptive analysis of socio-demographic characteristics of customers, exploratory factor analysis of electronic logistics service quality, structural model analysis of repurchase intention, and analytical hierarchy process for formulating repurchase intention strategies. Consumer survey data were collected using convenience sampling, involving 364 respondents who assessed the drivers of repurchase intention. In the focus group discussion stage to formulate supporting criteria for repurchase intention strategies, ten respondents representing e-grocery business stakeholders, such as: government officials, researchers, and e-grocery customers were involved.
Descriptive analysis through cross-tabulation indicates that socio-demographic characteristics are closely related to the frequency of e-grocery shopping, including domicile, gender, age, marital status, and the number of dependents in the household. Furthermore, in the exploratory factor analysis, this research developed a measurement instrument for electronic logistics service quality based on three dimensions: product and delivery information service, order management and fulfillment service, and customer relationship service. In the structural model analysis of repurchase intention using Structural Equation Modeling, the test results indicate that the repurchase intention model is valid and fits the data. Through hypothesis testing, this research demonstrates that reputation, price, product quality, and the perception of electronic logistics service quality directly and indirectly through the mediating variable influence repurchase intention. The research findings state that the quality of electronic logistics service is a crucial mediator connecting the product evaluation model and the EC-TAM model. Subsequently, in the analytical hierarchy process test, the research recommends several alternative strategies to enhance repurchase intention in the new era of e-grocery, including partnerships and supply continuity, product quality standardization, improvement of logistics facilities and delivery services, enhancement of online shopping services, price control, and digital branding intensification. Among these strategies, the enhancement of logistics facilities and delivery services is identified as a priority strategy to be implemented by e-grocery businesses. Formulating these priority strategies is expected to improve repurchase intention in e-grocery applications, ensuring the sustainability of e-grocery businesses.
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