Farhan, Ziyad Muhammad (2024) Pengaruh Perceived Online Search Benefits Dan Perceived Offline Purchase Benefits Terhadap Webrooming Intention Dengan Product Category Sebagai Moderator. Masters thesis, PPM Manajemen.
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Abstract
Integrasi saluran online dan offline dalam perilaku konsumen telah menyebabkan meningkatnya fenomena webrooming, di mana konsumen mencari informasi produk secara online tetapi melakukan pembelian di toko fisik. Meskipun prevalensi webrooming semakin meningkat, penelitian mengenai dampaknya pada berbagai kategori produk masih terbatas.
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | B Marketing > BL Product development B Marketing > BM Internet marketing |
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| Divisions: | Program Studi Magister > Manajemen Wijawiyata Manajemen | ||||||||||||
| Depositing User: | Agus LIM Salim | ||||||||||||
| Date Deposited: | 30 Dec 2025 07:03 | ||||||||||||
| Last Modified: | 30 Dec 2025 07:03 | ||||||||||||
| URI: | http://repo.ppm-manajemen.ac.id/id/eprint/3403 |
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