DARI TOKO FISIK KE LAYAR DIGITAL: PERAN SHOWROOMING DALAM MEMBANGUN EMOSI BERBELANJA KONSUMEN PADA PRODUK KECANTIKAN
Abstract
Di era modern kemajuan teknologi, khususnya internet, telah mengubah cara individu menjalankan aktivitas pribadi maupun bisnis. Penelitian ini bertujuan untuk menganalisis pengaruh pencarian kemudahan, pencarian keberagaman, showrooming terhadap emosi berbelanja. Populasi dalam penelitian ini adalah masyarakat Indonesia yang pernah melakukan pembelian produk kecantikan dan perawatan kulit secara online. Pengambilan sampel dilakukan menggunakan teknik purposive sampling, dengan jumlah responden sebanyak 288 orang. Pada penelitian ini, pendekatan kuantitatif diterapkan untuk mengolah data yang telah dikumpulkan dengan penyebaran kuesioner online melalui survey. Analisis dilakukan menggunakan perangkat lunak SmartPLS guna menguji validitas serta reliabilitas hubungan antarvariabel. Hasil penelitian menunjukkan bahwa pencarian kemudahan dan pencarian keberagaman berpengaruh positif dan signifikan terhadap showrooming. Temuan lainnya menunjukkan bahwa showrooming berpengaruh positif dan signifikan terhadap emosi berbelanja, serta pencarian kemudahan dan pencarian keberagaman berpengaruh positif dan signifikan terhadap emosi berbelanja. Kontribusi pada penelitian ini memberikan dampak pada peritel untuk memaksimalkan strategi pemasaran demi mengoptimalkan pengalaman pelanggan diberbagai saluran.
References
Aydinli, A., Gu, Y., & Pham, M. T. (2017). An experience-utility explanation of the preference for larger assortments. International Journal of Research in Marketing, 34(3), 746–760. https://doi.org/10.1016/j.ijresmar.2017.06.007
Berry, L. L., Bolton, R. N., Bridges, C. H., Meyer, J., Parasuraman, A., & Seiders, K. (2010). Opportunities for innovation in the delivery of interactive retail services. Journal of Interactive Marketing, 24(2), 155–167. https://doi.org/10.1016/j.intmar.2010.02.001
Brückner, K., Emberger-Klein, A., & Menrad, K. (2024). How do emotions influence healthy food choice? Investigating an extended framework of the social-cognitive theory. British Food Journal, 126(13), 486–503. https://doi.org/10.1108/BFJ-01-2024-0105
Burns, D. J., Gupta, P. B., & Hutchins, J. (2019). Showrooming: the effect of gender. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 29(1), 99–113. https://doi.org/10.1080/21639159.2018.1551725
Carvalho de Mesquita, J. M., Shin, H., Longuinho, J. P., & Moura, L. R. C. (2024a). The consequences of showrooming behaviour on customer satisfaction and loyalty. International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-01-2024-0024
Carvalho de Mesquita, J. M., Shin, H., Longuinho, J. P., & Moura, L. R. C. (2024b). The consequences of showrooming behaviour on customer satisfaction and loyalty. International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-01-2024-0024
Daunt, K. L., & Harris, L. C. (2017). Consumer showrooming: Value co-destruction. Journal of Retailing and Consumer Services, 38, 166–176. https://doi.org/10.1016/j.jretconser.2017.05.013
Duarte, P., Costa e Silva, S., & Ferreira, M. B. (2018a). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161–169. https://doi.org/10.1016/j.jretconser.2018.06.007
Duarte, P., Costa e Silva, S., & Ferreira, M. B. (2018b). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161–169. https://doi.org/10.1016/j.jretconser.2018.06.007
Eastlick, M. A., & Feinberg, R. A. (1999). Shopping Motives for Mail Catalog Shopping.
Elmashhara, M. G., & Soares, A. M. (2019). The impact of entertainment and social interaction with salespeople on mall shopper satisfaction: The mediating role of emotional states. International Journal of Retail and Distribution Management, 47(2), 94–110. https://doi.org/10.1108/IJRDM-06-2018-0112
Fassnacht, M., Beatty, S. E., & Szajna, M. (2019). Combating the negative effects of showrooming: Successful salesperson tactics for converting showroomers into buyers. Journal of Business Research, 102, 131–139. https://doi.org/10.1016/j.jbusres.2019.05.020
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA ANALYSIS EIGHTH EDITION. www.cengage.com/highered
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Hanaysha, J. R., Shriedeh, F. B., & Gulseven, O. (2025a). Impact of website quality, product assortment, customer reviews, and perceived service quality on online loyalty: the role of perceived value as a mediator. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2024.2433706
Hanaysha, J. R., Shriedeh, F. B., & Gulseven, O. (2025b). Impact of website quality, product assortment, customer reviews, and perceived service quality on online loyalty: the role of perceived value as a mediator. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2024.2433706
Hsu, C. L., Chen, M. C., Chang, K. C., & Chao, C. M. (2010). Applying loss aversion to investigate service quality in logistics: A moderating effect of service convenience. International Journal of Operations and Production Management, 30(5), 508–525. https://doi.org/10.1108/01443571011039605
Hwang, Y. M., & Lee, K. C. (2022a). An eye-tracking paradigm to explore the effect of online consumers’ emotion on their visual behaviour between desktop screen and mobile screen. Behaviour and Information Technology, 41(3), 535–546. https://doi.org/10.1080/0144929X.2020.1813330
Hwang, Y. M., & Lee, K. C. (2022b). An eye-tracking paradigm to explore the effect of online consumers’ emotion on their visual behaviour between desktop screen and mobile screen. Behaviour and Information Technology, 41(3), 535–546. https://doi.org/10.1080/0144929X.2020.1813330
Jain, S., & Shankar, A. (2023). Examining the luxury consumers’ showrooming behaviour: The effect of perceived values and product involvement. Journal of Global Fashion Marketing, 14(3), 294–311. https://doi.org/10.1080/20932685.2023.2165130
Jeong, H. G., & Drolet, A. (2016). Variety-seeking as an emotional coping strategy for chronically indecisive consumers. Marketing Letters, 27(1), 55–62. https://doi.org/10.1007/s11002-014-9300-7
Joseph F. Hair Jr. · G. Tomas M. Hult · Christian M. Ringle · Marko Sarstedt · Nicholas P. Danks · Soumya Ray. (1 C.E.). Classroom Companion: Business Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R AAWorkbook. http://www.
Kang, J.-Y. M. (2018). Showrooming, Webrooming, and User-Generated Content Creation in the Omnichannel Era. Journal of Internet Commerce, 17(2), 145–169. https://doi.org/10.1080/15332861.2018.1433907
Keenan, M. (2024, September 9). Global Ecommerce Statistics: Trends to Guide Your Store in 2025. Https://Www.Shopify.Com/Enterprise/Blog/Topics/Industry-Insights-and-Trends.
Kokho Sit, J., Hoang, A., & Inversini, A. (2018). Showrooming and retail opportunities: A qualitative investigation via a consumer-experience lens. Journal of Retailing and Consumer Services, 40, 163–174. https://doi.org/10.1016/j.jretconser.2017.10.004
Krishen, A. S., Bui, M., & Peter, P. C. (2010). Retail kiosks: How regret and variety influence consumption. International Journal of Retail and Distribution Management, 38(3), 173–189. https://doi.org/10.1108/09590551011027113
Kumar, R., Sachan, A., & Dutta, T. (2020a). Examining the Impact of e-Retailing Convenience Dimensions on Behavioral Intention: The Mediating Role of Satisfaction. Journal of Internet Commerce, 466–494. https://doi.org/10.1080/15332861.2020.1788367
Kumar, R., Sachan, A., & Dutta, T. (2020b). Examining the Impact of e-Retailing Convenience Dimensions on Behavioral Intention: The Mediating Role of Satisfaction. Journal of Internet Commerce, 466–494. https://doi.org/10.1080/15332861.2020.1788367
Lee, C. S. (2022). How Online Fraud Victims are Targeted in China: A Crime Script Analysis of Baidu Tieba C2C Fraud. Crime and Delinquency, 68(13–14), 2529–2553. https://doi.org/10.1177/00111287211029862
Liu, Y., Li, Q., Edu, T., Jozsa, L., & Negricea, I. C. (2020). Mobile shopping platform characteristics as consumer behavior determinants. Asia Pacific Journal of Marketing and Logistics, 32(7), 1565–1587. https://doi.org/10.1108/APJML-05-2019-0308
Mathur, T., Das, G., & Paul, U. K. (2016). Convenience, Satisfaction, and Post-Purchase Behavior in India’s Health Insurance Market. Journal of Global Marketing, 29(4), 218–232. https://doi.org/10.1080/08911762.2016.1206650
Murray, S. D., Jin, H. S., & Martin, B. A. S. (2022). The role of shopping orientation in variety-seeking behaviour. Journal of Business Research, 145, 188–197. https://doi.org/10.1016/j.jbusres.2022.02.074
Nuralam, I. P., Yudiono, N., Fahmi, M. R. A., Yuliaji, E. S., & Hidayat, T. (2024). Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the e-commerce market in Indonesia. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2413376
Park, E.-J. (2011). Apparel Impulse Buying and Shopping Emotion: Does It Differ between Korea and the US? Korean Journal of Human Ecology, 20(2), 401–412. https://doi.org/10.5934/KJHE.2011.20.2.401
Rajkumar, N., Vishwakarma, P., & Gangwani, K. K. (2021). Investigating consumers’ path to showrooming: a perceived value-based perspective. International Journal of Retail and Distribution Management, 49(2), 299–316. https://doi.org/10.1108/IJRDM-05-2020-0184
Rejón-Guardia, F., & Luna-Nevarez, C. (2017). “Showrooming†in Consumer Electronics Retailing: An Empirical Study. Journal of Internet Commerce, 16(2), 174–201. https://doi.org/10.1080/15332861.2017.1305812
Saini, Y. K. (2025). Social Media Shopping Activities, Emotions, and Loneliness on Well-Being in South Africa. Journal of Promotion Management. https://doi.org/10.1080/10496491.2024.2443469
Shankar, A., Gupta, M., Tiwari, A. K., & Behl, A. (2021a). How does convenience impact showrooming intention? Omnichannel retail strategies to manage global retail apocalypse. Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2021.1965189
Shankar, A., Gupta, M., Tiwari, A. K., & Behl, A. (2021b). How does convenience impact showrooming intention? Omnichannel retail strategies to manage global retail apocalypse. Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2021.1965189
Terblanche, N. S. (2018a). Revisiting the supermarket in-store customer shopping experience. Journal of Retailing and Consumer Services, 40, 48–59. https://doi.org/10.1016/j.jretconser.2017.09.004
Terblanche, N. S. (2018b). Revisiting the supermarket in-store customer shopping experience. Journal of Retailing and Consumer Services, 40, 48–59. https://doi.org/10.1016/j.jretconser.2017.09.004
Tian, X., Jiang, H., & Zhao, X. (2024). Product assortment and online sales in community group-buying channel: Evidence from a convenience store chain. Journal of Retailing and Consumer Services, 79. https://doi.org/10.1016/j.jretconser.2024.103838
Verhagen, T., & van Dolen, W. (2009a). Online purchase intentions: A multi-channel store image perspective. Information and Management, 46(2), 77–82. https://doi.org/10.1016/j.im.2008.12.001
Verhagen, T., & van Dolen, W. (2009b). Online purchase intentions: A multi-channel store image perspective. Information and Management, 46(2), 77–82. https://doi.org/10.1016/j.im.2008.12.001
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007a). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129–148. https://doi.org/10.1016/j.ijresmar.2006.11.002
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007b). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129–148. https://doi.org/10.1016/j.ijresmar.2006.11.002
Wu, T. Y., Hsu, Y., & Lee, G. A. (2015). The effect of product appearances on consumer emotions and behaviors: A perspective of involvement. Journal of Industrial and Production Engineering, 32(8), 486–499. https://doi.org/10.1080/21681015.2015.1077352
