Track: Business Management
The progress and rapid development of technology has led to a transformation in the retail industry. With the development of the internet as well, it has revolutionized the shopping channels available in the market to realize consumer variety in information seeking, product comparison, and buying behavior. In this phenomenon, consumers have shown a pattern of using combined shopping channels. The concept of webrooming can be expanded as a form of omnichannel shopping where consumers search for information online before going to a physical store to make a purchase and also access the internet while in a physical store to look for information. The purpose of this study is that each smartphone electronics retailer can find a specific strategy in dealing with the disloyal segment in webrooming behavior so as to prevent customers from switching to other retailers. This research was conducted in Indonesia with the target respondent being the millennial generation because the largest customer is dominated by the millennial generation. The framework used in this study is a combination model that describes the factors that influence the intention to do webrooming with a total of 9 hypotheses. Using structural equation modeling (PLS-SEM) analysis tools and with a total of 165 respondents. The results of this study are expected to know factors that influence consumers to do webrooming that can be useful for offline retailers to find out the characteristics of consumers.