Dampak Strategi Mitigasi Risiko Konsumen terhadap Perceived Last Mile Delivery Performance dan Expected Return to Origin pada Transaksi Cash on Delivery
DOI:
https://doi.org/10.38035/sjtl.v4i2.1174Keywords:
Behavioral Supply Chain, Cash on Delivery Preference, Consumer Trust, Perceived Lastmile Delivery Performance, Expected Return to OriginAbstract
Metode pembayaran Cash on Delivery sangat mendominasi ekosistem e-commerce Indonesia namun memicu tingginya kegagalan pengiriman. Dengan pendekatan Behavioral Supply Chain Management dan Consumer Trust Theory, penelitian ini bertujuan menganalisis pengaruh Perceived Logistic Risk, Traceability, dan Delivery Time Predictability terhadap Cash on Delivery Preference serta dampaknya pada Perceived Lastmile Delivery Performance dan Expected Return to Origin. Metode kuantitatif eksplanatori diterapkan pada data primer dari 185 responden (N=185) pengguna e-commerce yang diperoleh melalui purposive sampling, kemudian dianalisis menggunakan SEM-PLS. Hasil pengujian menunjukkan semua hipotesis diterima secara signifikan. Secara langsung, Perceived Logistic Risk (β=0,319), Traceability (β=0,177), dan Delivery Time Predictability (β=0,262) berpengaruh positif signifikan terhadap Cash on Delivery Preference. Selanjutnya, Cash on Delivery Preference berpengaruh positif signifikan terhadap Perceived Lastmile Delivery Performance (β=0,608) dan positif signifikan terhadap Expected Return to Origin (β=0,625) yang mengindikasikan bahwa tingginya preferensi Cash on Delivery pada kondisi tertentu dapat menurunkan kemungkinan kiriman retur. Penelitian ini memberikan implikasi strategis bagi platform e-commerce dan penyedia jasa kurir untuk merumuskan intervensi operasional yang seimbang antara pemenuhan kebutuhan proteksi risiko konsumen dan efisiensi biaya akibat risiko pengembalian barang.
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