Model Loyalitas Pelanggan Berbasis Perilaku Showrooming dan Webrooming dalam Ekosistem Omnichannel pada produk Skincare

Abstract

Penelitian ini bertujuan untuk mengkaji perilaku konsumen dalam pembelian produk skincare yang berbasis showrooming dan webrooming serta implikasinya terhadap pembentukan loyalitas pelanggan. Fokus utama terletak pada eksplorasi proses pembentukan loyalitas yang dipengaruhi oleh penggunaan kanal daring dan luring secara simultan. Penelitian ini mengidentifikasi dan menganalisis hubungan kausal antara sejumlah variabel utama, yaitu perceived product quality, perceived price, perceived risk, website reputation, online trust, perceived value showrooming dan webrooming, customer satisfaction, dan repurchase intention dalam ekosistem omnichannel. Metodologi yang digunakan adalah Sequential Explanatory Design (SED), yang menggabungkan pendekatan kuantitatif dan kualitatif secara berurutan. Tahap kuantitatif dilakukan melalui survei dengan analisis statistik inferensial untuk menguji hubungan antar variabel berdasarkan kerangka teori yang telah ditelaah. Tahap kualitatif dilaksanakan melalui wawancara mendalam untuk memperkaya pemahaman terhadap fenomena seperti showrooming, webrooming, persepsi nilai produk, kepercayaan terhadap platform digital, serta pengalaman konsumen dalam konteks omnichannel. Temuan kuantitatif digunakan sebagai dasar penggalian data kualitatif, yang kemudian dianalisis secara tematik. Integrasi dua pendekatan ini memberikan pemahaman yang holistik tentang pembentukan loyalitas pelanggan dalam konteks omnichannel. Hasil penelitian menunjukkan bahwa loyalitas pelanggan dibentuk melalui interaksi kompleks antar variabel yang memengaruhi kepuasan dan niat beli ulang. Model loyalitas yang dikembangkan merupakan sintesis dari berbagai teori, antara lain Product Evaluation Model, Perceived Value of Showrooming and Webrooming, E-commerce Institutional Mechanism, dan Trust and E-commerce Adoption Components. Model ini mencerminkan dinamika perilaku konsumen skincare yang kerap berpindah antar kanal online maupun offline selama proses pencarian informasi, evaluasi produk, hingga pengambilan keputusan. Penelitian ini memberikan kontribusi konseptual dan empiris terhadap pengembangan literatur manajemen pemasaran, khususnya dalam merumuskan strategi loyalitas pelanggan berbasis perilaku omnichannel pada industri skincare.

This study aims to examine consumer behavior in purchasing skincare products based on showrooming and webrooming, as well as its implications for the formation of customer loyalty. The main focus lies in exploring the loyalty formation process influenced by the simultaneous use of online and offline channels. The research identifies and analyzes the causal relationships among several key variables, namely perceived product quality, perceived price, perceived risk, website reputation, online trust, perceived value of showrooming and webrooming, customer satisfaction, and repurchase intention within the omnichannel ecosystem. The methodology employed is a Sequential Explanatory Design (SED), which combines quantitative and qualitative approaches in sequence. The quantitative phase was carried out through a survey with inferential statistical analysis to test the relationships among variables based on the reviewed theoretical framework. The qualitative phase was conducted through in-depth interviews to enrich the understanding of phenomena such as showrooming, webrooming, perceived product value, trust in digital platforms, and consumer experiences in the omnichannel context. The quantitative findings served as the foundation for qualitative data exploration, which was then analyzed thematically. The integration of these two approaches provides a holistic understanding of customer loyalty formation in the omnichannel context. The results show that customer loyalty is shaped through complex interactions among variables that influence satisfaction and repurchase intention. The developed loyalty model is a synthesis of various theories, including the Product Evaluation Model, Perceived Value of Showrooming and Webrooming, E-commerce Institutional Mechanism, and Trust and E-commerce Adoption Components. This model reflects the dynamics of skincare consumer behavior, which often shifts between online and offline channels during the processes of information search, product evaluation, and decision-making. This study contributes both conceptually and empirically to the development of marketing management literature, particularly in formulating customer loyalty strategies based on omnichannel behaviour in the skincare industry.