Pengaruh Omnichannel Marketing, Product Assortment dan Online Customer Review Terhadap Minat Beli Konsumen Sociolla
DOI:
https://doi.org/10.32493/jpkpk.v6i2.25338Keywords:
Omnichannel, product assortment, online customer review, minat beliAbstract
Penelitian ini ditujukan agar mengetahui bagaimana omnichannel, product assortment dan online customer reviewmampu berdampak secara parsial dan simultan kepada minat beli konsumen Sociolla di Badung. Metode yang digunakan yakni pendekatan kuantitatif dengan menggunakan alat bantu angket yang disebarkan dengan teknik incidental samplingkepada 160 responden dari masyarakat Badung. Data dianalisis melalui bantuan aplikasi SPSS. Diperoleh hasil penelitian seluruh variabel penelitian mempunyai nilai sig < 0,05, berarti seluruh hipotesis di penelitian mampu diterima. Kesimpulan penelitian ini yaitu omni channel marketing memiliki pengaruh positif dan signifikan pada minat beli konsumen Sociolla di Badung; product assortment memiliki pengaruh positif dan signifikan terhadap minat beli konsumen Sociolla di Badung; online customer review mempunyai dampak positif dan signifikan pada minat beli pembeli Sociolla di Badung; omnichannel marketing, product assortment dan online customer review secara bersama-sama mempunyai dampak positif dan signifikan pada minat beli konsumen Sociolla di Badung. Saran untuk penelitian selanjutnya diharapkan melakukan studi yang lebih mendalam mengenai variabel-variabel yang bukan menjadi bagian dari studi ini serta melakukan riset di lokasi lainnya ataupun dengan lingkup yang lebih lebar. Hasil dari penelitian ini bermanfaat bagi perusahaan terkait dalam meningkatkan niat beli konsumen. Strategi yang diterapkan Sociolla bermanfaat bagi seseorang dalam memenuhi kebutuhan mereka, baik dalam mencari informasi dan menemukan produk yang dicarinya melalui berbagai saluran.
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