Pengaruh Faktor Penentu Sikap Konsumen Dalam Niat membeli Ulang Pada Merek Direct to Consumer (DTC)

Ardik - Praharjo; R. Iqbal - Robbie

doi:10.53712/jmm.v9i1.2304

Pengaruh Faktor Penentu Sikap Konsumen Dalam Niat membeli Ulang Pada Merek Direct to Consumer (DTC)

Ardik - Praharjo, R. Iqbal - Robbie

Abstract

Di industri fashion dan ritel, sekelompok perusahaan rintisan, yang disebut sebagai merek Direct-to-Consumer (DTC). Merek DTC didefinisikan sebagai merek e-commerce yang menjual langsung ke konsumen, tanpa perantara pengecer seperti department store. Merek tersebut biasanya memulai sebagai bisnis online murni, sepenuhnya memanfaatkan saluran digital untuk pemasaran dan penjualan. Penelitian ini bertujuan untuk mengidentifikasi penentu sikap konsumen dan niat pembelian kembali terhadap merek DTC. Penelitian ini merupakan penelitian eksplanatori dengan pendekatan kuantitatif. Survey menggunakan kuesioner (baik secara online dan ofline) dilakukan untuk mengambil data primer pada penelitian ini. Populasi dalam penelitian ini adalah merek Erigo, Laff Project, Nah Shoes, Ria Miranda, dan Heaven Light. Merek tersebut terkategorikan merek DTC karena pada proses pembeliannya menggunakan e-commerce dan termasuk merek ternama di Indonesia. Sampel pada penelitian ini ditetapkan dengan metode non probability sampling karena jumlah populasi tidak diketahui secara pasti. Teknik sampling yang digunakan adalah purposive sampling dengan kriteria (1) berumur > 17 tahun (2) pernah membeli merek tersebut. Data yang diperoleh selanjutnya dilakukan analisis menggunakan Covariance Based Stuctural Equation Modelling (Partial Least Square-SEM) untuk mendeskripsikan hubungan antar variabel dengan menggunakan tiga tahapan, yakni evaluasi outer model, inner model, dan uji hipotesis (uji t). Berdasarkan hasil analisis, variabel media sosial, keunikan, inovasi, dan sikap pembeli terbukti memiliki pengaruh positif signifikan terhadap sikap konsumen. Faktor-faktor ini menunjukkan bahwa strategi perusahaan yang fokus pada inovasi, keunikan produk, dan penggunaan media sosial secara strategis, bersama dengan budaya perusahaan yang mendukung, sangat berperan dalam membentuk sikap konsumen yang positif.

Keywords

Penjualan ke konsumen, penjualan digital, Inovasi, efektifitas biaya

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DOI: http://dx.doi.org/10.53712/jmm.v9i1.2304