The Effect of Omni Channel Marketing on the Online Search Behavior of Jakarta Retail Consumers with Theory of Planned Behavior (TPB) Approach

Marketing by using diverse distribution and communication channels or commonly called Omnichannel is an approach that integrates many marketing channels to create an effective and consistent consumer experience. The variety of marketing channels used by consumers, they expect to receive good service, the same shopping experience and are integrated in all types of distribution. This study aims to find out the profile of consumers of shopping online sites in Jakarta and find out any variables from Theory of Planned Behavior (TPB) which describes the online search behavior of omnichannel consumers. In testing the hypothesis in this study used SEM or Structural Equation Model. Respondents in this study were online retail consumers in Jakarta with 125 people. From the results of the study, it is obtained data that the profile is young women under the age of 30 years with the work of workers and employers are consumers of online retail shopping sites in Jakarta. By using the variables in the TPB model, it is known that consumers’ online buying behavior is influenced by the intention to purchase the product where this intention is formed by the presence of variable attitudes towards behavior, subjective norms and perceptions.