The Effects of Omnichannel Strategy on Purchase Intention in Furniture Companies

Abstract

Omnichannel integrates technology into the customer journey by combining multiple physical and digital platforms into a single hub. Under this model, retailers strive to offer synchronized sales deals to provide customers with a holistic shopping experience. Customers expect the use of integrated online, offline, and mobile touchpoints during their shopping journey. This change in customer behavior opens new avenues for retailers to create maximum customer value. This study aims to determine the effect of the omnichannel strategy in terms of performance expectations, business expectations, and social influences in UTAUT theory. Also, the effects of perceived security, perceived risk, and perceived trust and users have their effect on purchase intention. The calculation in this study uses the Solving formula with a margin of error of 5% and the results obtained are 399 samples used in this study. The structural Equation Model (SEM) was also chosen as an analytical method using PLS software with the results finding that effort expectations & perceived security have a positive impact on purchase intention. Meanwhile, other metrics such as performance expectations, social influence, perceived risk, and perceived trust show that these results have no significant effect on purchase intention.