Pengaruh Showrooming terhadap Kepuasan Pelanggan dengan Smart Shopping Feeling Sebagai Variabel Intervening di Kota Medan

Abstract

The growth of e–commerce in Indonesia continues to increase every year, especially after the pandemic which has also affected the growth of e–commerce. This has led to changes in consumer shopping behavior, one of which is showrooming activities as a way of consumer shopping. Showrooming activities are carried out for various purposes, and affects consumers in various aspects, including smart shopping feeling and customer satisfaction during shopping activities by showrooming. This study aims to analyze the influence of showrooming on customer satisfaction by being mediated by smart shopping feeling in Medan. The effect of showrooming will be studied directly on customer satisfaction and also smart shopping feeling. In additresearcher will analyze the role of smart shopping feeling in mediating the influence of showrooming on customer satisfaction. The method used in this study is a quantitative method with an associative approach. Primary data were obtained through a questionnaire distributed to 97 respondents using the incidental sampling method, while secondary data was obtained through a literature study. Technical data analysis was carried out with a PLS–based Structural Equation Model (SEM) with a path analysis model. Data analysis will be carried out through validity tests, reliability tests, significance and relevance tests, multicollinearity tests, model quality tests, model prediction relevance tests, and hypothesis tests. The results of the study showed that showrooming had a positive and significant direct influence on customer satisfaction with an original sample of 0,305, t–statistic of 2,987 and p–value of 0,003. Showrooming has a positive and significant influence on smart shopping feeling with an original sample of 0,627, t– statistic of 10,750 and p–value of 0,001. Showrooming affects customer satisfaction through smart shopping feeling as an intervening variable with an original sample of 0,293, a t–statistic of 4,037 and a p–value of 0,001.