Comparative Analysis of the Influence Factors of Webrooming and Showrooming on Consumer’s Final Purchase Decisions

As technology and information advance, people find it increasingly convenient to perform searches and transactions online. This trend became even more pronounced during the COVID-19 pandemic when individuals significantly limited their physical movements. Consequently, a new phenomenon, known as cross-channel shopping behaviors, emerged. Consumers now prefer a combination of channels, such as showrooming and webrooming. The research esplores how Brand Image, Price, Promotion, Information Accuracy, Perceived Risk, and Product Variety influence webrooming and showrooming on consumers' final purchase decisions. This study utilized a quantitative data collection method by distributing an online questionnaire to consumers who engage in webrooming and showrooming behaviors. The data was analyzed using the Structural Equation Model - Partial Least Squares method, with SmartPLS 4 software. This research examines consumer behavior in determining purchasing decisions through webrooming and showrooming. The findings show that brand image, promotion, information accuracy, perceived risk, and product variety have a significant effect on webrooming purchase decisions. Then, promotion, information accuracy, and product variety have a significant effect on showrooming purchase decisions. While price was found to have insignificant results on the webrooming purchase decision and brand image, price, and perceived risk had insignificant results on the showrooming purchase decisions. Thus, business people are advised to be able to adapt in facing the phenomenon of omnichannel customers to meet their preferences and remain competitive in this digital era.