Identifikasi Pengaruh Persepsi Risiko Dan Kepercayaan Konsumen Terhadap Niat Mengunjungi Toko Modern Pada Masa Pandemi

Abstract

Peningkatan pandemi Covid-19 di Indonesia, menyebabkan pemerintah menerapkan sejumlah kebijakan diantaranya adalah pembatasan sosial. Pemberlakuan kebijakan ini tentunya berakibat terhadap menurunnya niat kunjungan masyarakat terhadap toko modern. Maka dari itu, penelitian ini akan memverikasi bagaimana niat konsumen mengunjungi toko modern selama pandemi dipengaruhi oleh presepsi risko dan kepercayaan sosial. Kuesioner dibagikan secara online dan offline dengan total responden sebanyak 467 di area Kota Surabaya kemudian dianalisis menggunakan PLS-SEM dan multigrup analysis. Hasil penelitian menunjukkan bahwasannya brand trust, solidarity toward modern retail, dan fair price berpengaruh positif terhadap niat mengunjungi toko modern, serta status pekerjaan dinilai dapat memoderasi solidarity toward modern retail. Beberapa aspek tersebut dapat dimaksimalkan oleh pengelola toko modern untuk menarik konsumen.

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