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Implementation of Push-Pull Mooring Framework on Webrooming and Showrooming Behavior in Omnichannel

In: Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022)

Author

Listed:
  • Tigar Putri Adhiana

    (Universitas Jenderal Soedirman, Department of Industrial Engineering)

  • Rasti Ajeng Wildariani

    (Universitas Jenderal Soedirman, Department of Industrial Engineering)

  • Indro Prakoso

    (Universitas Jenderal Soedirman, Department of Industrial Engineering)

Abstract

One strategy that can be used to increase retail sales is an omnichannel sales strategy. Omnichannel strategy is a strategy that integrates all sales channels. This strategy gives options to customers to choose from and move from one channel to another. This results in webrooming and showrooming shopping methods. Several retail stores that have already implemented an omnichannel strategy in their business strategy are Alfamart, Zara, Telkomsel, etc. This study objective is to determine what and how the Push-Pull Mooring (PPM) Framework influences maximizing sales across all omnichannel sales channels. The data is collected by questionnaire with 100 respondents in Banyumas. In addition, the data processing uses SmartPLS software. From the data processing results, it is found that there are indicators that have a positive influence and indicators that have a negative influence on each of the push, pull, mooring variables on webrooming and showrooming behavior. The suggestion that might be given to omnichannel companies is to pay attention to the factors of information searching, price, alternative attractiveness, and responsiveness in each sales channel and increase the quality of these factors.

Suggested Citation

  • Tigar Putri Adhiana & Rasti Ajeng Wildariani & Indro Prakoso, 2023. "Implementation of Push-Pull Mooring Framework on Webrooming and Showrooming Behavior in Omnichannel," Advances in Economics, Business and Management Research, in: Gita Widi Bhawika & Gogor Arif Handiwibowo & Ninditya Nareswari & Mushonnifun Faiz Sugihartanto (ed.), Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022), pages 169-179, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-216-3_13
    DOI: 10.2991/978-94-6463-216-3_13
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