EFFECTS OF MULTICHANNEL RETAILING TOWARDS PURCHASE INTENTION OF HOUSEHOLD TEXTILES

• Main Author: Nugraha, Andre
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72261
• Institution: Institut Teknologi Bandung

Retail business has changed drastically in the past decade due to the latest development of information and communication technology and emerging online market. In general, consumers have respond enthusiastically with online retail continues to grow significantly. Multi-channel retailing is seen as the way to go for retail businesses. The author intends to study what factor of multi-channel retailing that influences the consumer’s purchase intention towards household furniture textile products and how the factors of multichannel retailing influences consumer’s retail decision to purchase household furniture textile products. The research is implemented within the scope of 95% confidence level, 7% precision interval, focus on household furniture textile, and respondents of Indonesian origin, 21-60 years old, and living in West Java and DKI Jakarta. Number of respondents necessary and utilized to fulfill those requirements are 204, conducted in 9 – 12 May 2018. Data gathered through questionnaire are divided into five parts: Demographic profile, purchase behavior profile, indicators of multichannel retailing, indicators of purchase intention and smart multi-attributive rating technique (SMART). Questions pertaining to indicators of multichannel retailing, purchase intention and SMART measured by Likert scale (1 – 5). The data analysis shows that factors of multichannel retailing such as quality, time, price and trust do influence purchase intention for respondents and retail variants of offline retail and online retail do influence retail decision, both with varying effects based on demographic groups as described in appendices.