A STUDY OF THE PERCEPTIONS ON CUSTOMER BEHAVIORAL INTENTION OF BUY ONLINE PICK UP IN STORE SERVICES IN CONVENIENCE STORE INDUSTRY

• Main Author: Ramadhini, Salsabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63717
• Institution: Institut Teknologi Bandung

In 2020, the Omnichannel adoption strategy in Indonesia is still low. In 2021 after the Covid-19 pandemic, many companies are implementing Buy Online Pick Up in Stores. The purpose of this study is to Assess the relationship between customer acceptance perception factors on Buy Online Pick Up In-Store of KlikIndomaret and Alfagift towards Behavioral Intention. The author used the UTAUT2 Theory. In this study the author uses a mix method approach. In-depth interviews and netnography and analyzes it using manual coding use as a methods on qualitative approach. The validation using a quantitative approach through online questionnaires of 203 respondents, aged 18-45 years old located in Bandung and Jakarta. The descriptive analysis using Multiple Linear Regression (MLR), Cross Tabulation and Chi-square. The result of this study is the significant positive effect of the customer perception on the intention to use Buy Online Pick Up In Store service was only for Performance Expectancy, Compatibility,Trust, Service Effectiveness and Problem Handling. Other factors such as Effort Expectancy, Social Influence, Hedonic Motivation, and Price Value have a negative effect of intention to use Buy Online Pick Up In Store service. The demographic also plays important roles especially Age, gender and experience has a positive effect on Trust. Thus, in this study, a Buy Online Pick Up In Store implementation strategy was obtained which can be used as a benchmark for companies.