MILLENNIAL CONSUMER SEGMENTATION IN OMNICHANNEL IMPLEMENTATION OF FASHION RETAILERS IN JAKARTA USING UTAUT 2 MODEL

Abstract

Fashion retail provides a promising opportunity in the retail industry. Omnichannel is the right strategy to overcome changes in consumer behavior caused by the increased technological sophistication of the millennial generation, because it integrates online and offline media in creating customer experience. The purpose of this research is to determine the influence of UTAUT 2 Model variables, Personal Innnovativeness, and Perceived Security to Behavioral Intention in omnichannel implementation for fashion product simultaneously and partially; to identify the influence of gender, age, and experience in moderating th  ose variables; and to identify millennial segmentation in omnichannel implementation of fashion retailers in Jakarta using those variables. This research uses simple random sampling with 400 millennial respondents in Jakarta. Through SEM-PLS, Cluster Analysis and Crosstabulation methods, the results show that all variables simultaneously and partially influence facilitating condition; age, gender, and experience moderate all variables simultaneously and only moderate some variables partially; and there are three segments formed based on the variables tested: inborn omnishopper, civilian omnishopper, and judicious omnishopper.