PENGARUH QUALITY OF OMNICHANNEL INTEGRATION TERHADAP CUSTOMER LOYALTY YANG DIMEDIASI OLEH CUSTOMER SATISFACTION
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i6.p01Kata Kunci:
customer loyalty; customer satisfaction; omnichannel; quality of omnichannel integration; s-o-r theory.Abstrak
Perubahan perilaku konsumen ke arah kanal digital menuntut perusahaan ritel seperti PT. Matahari Department Store untuk mengembangkan strategi Omnichannel. Performa penjualan yang belum optimal menunjukkan perlunya evaluasi terhadap efektivitas strategi tersebut. Berdasarkan data penjualan tahun 2022 hingga 2024, PT. Matahari Department Store menunjukkan pola pertumbuhan yang fluktuatif. Sebagai respon, perusahaan mengambil tindakan berupa optimalisasi performa toko dengan menutup 7 gerai. Penelitian ini bertujuan untuk menganalisis pengaruh quality of omnichannel integration terhadap customer loyalty dengan customer satisfaction sebagai variabel mediasi. Metode yang digunakan adalah kuantitatif dengan teknik PLS-SEM melalui Smart-PLS 4.0 dan melibatkan 120 responden yang berbelanja melalui kanal offline dan online. Hasil penelitian menunjukkan bahwa quality of omnichannel integration berpengaruh positif terhadap customer loyalty dan customer satisfaction, dengan customer satisfaction juga berpengaruh positif terhadap customer loyalty. Temuan ini juga menunjukkan bahwa customer satisfaction terbukti memediasi secara parsial hubungan antara quality of omnichannel integration dan customer loyalty. Penelitian ini mendukung model stimulus-organism-response (S-O-R) dan memberikan implikasi strategis bagi manajemen PT. Matahari Department Store untuk meningkatkan integrasi saluran dan pengalaman pelanggan guna memperkuat loyalitas.
The shift in consumer behavior toward digital channels requires retail companies such as PT. Matahari Department Store to develop an omnichannel strategy. The company’s fluctuating sales growth from 2022 to 2024 and the closure of seven outlets highlight the need to evaluate the effectiveness of this strategy. This study aims to analyze the effect of omnichannel integration quality on customer loyalty, with customer satisfaction as a mediating variable. Using a quantitative approach and PLS-SEM analysis through Smart-PLS 4.0, data were collected from 120 respondents who shopped through both offline and online channels. The findings indicate that omnichannel integration quality positively affects customer loyalty and customer satisfaction, while customer satisfaction also positively influences customer loyalty and partially mediates the relationship between omnichannel integration quality and customer loyalty. The study supports the stimulus-organism-response (S-O-R) model and provides strategic implications for improving channel integration and customer experience to strengthen customer loyalty.
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