Suasana Digital Toko Ritel Fesyen “ 3second”

Mutiya Anggini

Sari


Studi ini menyoroti isu penting dalam dunia ritel: Bagaimana atmosfer digital dapat mempengaruhi proses pengambilan keputusan konsumen di toko ritel fesyen. Semakin meningkat pesatnya digitalisasi, sehingga perangkat dan layanan digital seperti layar digital dan LED display banyak digunakan di toko ritel di bidang fesyen, yang akan mengubah cara konsumen dalam mengambil keputusan untuk membeli produk fesyen. Penelitian ini menyelidiki bagaimana atmosfer digital mempengaruhi pola perilaku pembelian konsumen berdasarkan model attention-interest-desire-search-action-share (AIDSAS), Temuan ini menunjukan bahwa perhatian adalah anteseden utama dari minat, keinginan, dan proses respon perilaku (pencarian, tindakan, dan berbagi) yang dipicu oleh atmosfer digital. Penelitian ini berkontribusi dalam memahami perilaku konsumen yang berkaitan dengan atmosfer digital toko ritel fesyen dengan menerapkan model AIDSAS dan membantu mengungkap hubungan bertahap antara perhatian terhadap atmosfer toko yaitu minat/keinginan dan respon perilaku konsumen. Temuan ini memiliki implikasi praktis yang dapat diterapkan di industri fesyen. Dalam penelitian ini saya menggunakan toko ritel fesyen merek “3Second” sebagai objek penelitian.

 

Kata Kunci: Atmosfer digital, Model AIDSAS, Perilaku konsumen, Teknologi ritel.

 


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DOI: https://doi.org/10.37531/yum.v8i2.8910

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