Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)

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

Authors
Tigar Putri Adhiana1, *, Rasti Ajeng Wildariani1, Indro Prakoso1
1Department of Industrial Engineering, Universitas Jenderal Soedirman, Purwokerto, Indonesia
*Corresponding author. Email: tigar.adhiana@unsoed.ac.id
Corresponding Author
Tigar Putri Adhiana
Available Online 31 July 2023.
DOI
10.2991/978-94-6463-216-3_13How to use a DOI?
Keywords
Omnichannel; Webrooming; Showrooming; Push-Pull Mooring (PPM) Framework
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 July 2023
ISBN
978-94-6463-216-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-216-3_13How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tigar Putri Adhiana
AU  - Rasti Ajeng Wildariani
AU  - Indro Prakoso
PY  - 2023
DA  - 2023/07/31
TI  - Implementation of Push-Pull Mooring Framework on Webrooming and Showrooming Behavior in Omnichannel
BT  - Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)
PB  - Atlantis Press
SP  - 169
EP  - 179
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-216-3_13
DO  - 10.2991/978-94-6463-216-3_13
ID  - Adhiana2023
ER  -