PERAN OMNICHANNEL INTEGRATION DAN VALUE CO-CREATION DALAM MENINGKATKAN PATRONAGE INTENTION PADA RITEL KECANTIKAN
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i10.p05Keywords:
consumer empowerment; retail omnichannel integration; service-dominant logic patronage intention; value co-creationAbstract
Strategi pemasaran dengan menggunakan omnichannel merupakan salah satu pendekatan yang saat ini sedang berkembang untuk meningkatkan penjualan dan loyalitas konsumen. Keberhasilan strategi tersebut tidak hanya bergantung pada kemudahan akses dan integrasi kanal, tetapi juga pada kemampuan perusahaan dalam menyesuaikan produk atau layanan. Namun, eksplorasi mengenai pengaruh integrasi channel dalam industri ritel kecantikan di Indonesia masih belum banyak diteliti. Penelitian ini bertujuan untuk menganalisis pengaruh variabel consumer perception of channel integration terhadap consumer empowerment serta pengaruh consumer empowerment, customer participation behavior, dan customer perceived value terhadap patronage intention dengan menggunakan perspektif Service-Dominant Logic. Penelitian ini mengimplementasikan pendekatan kuantitatif pada 212 responden yang pernah berbelanja melalui ritel kecantikan berbasis omnichannel di Jabodetabek dan dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima. Consumer perception of channel integration terbukti memiliki pengaruh positif terhadap consumer empowerment, sedangkan consumer empowerment, customer participation behavior, dan customer perceived value memiliki pengaruh positif terhadap patronage intention. Penelitian ini diharapkan dapat memberikan wawasan dan saran bagi perusahaan dalam meningkatkan patronage intention, terutama dengan meningkatkan customer perceived value.
The omnichannel marketing strategy is a growing approach to increase sales and consumer loyalty. The success of this strategy depends not only on easy access and channel integration, but also on the company's ability to customize products or services. However, exploration of the influence of channel integration in the beauty retail context in Indonesia is still limited in previous research. This study aims to analyze the influence of consumer perception of channel integration on consumer empowerment, and the influence of consumer empowerment, customer participation behavior, and customer perceived value on patronage intention, using Service-Dominant Logic theory. This study used a quantitative approach, involving 212 respondents who had shopped at omnichannel beauty retailers in Greater Jakarta, and was analyzed using PLS-SEM. The results demonstrated that all hypotheses were accepted. Consumer perception of channel integration was found to positively affect consumer empowerment, while consumer empowerment, customer participation behavior, and customer perceived value positively affected patronage intention. This research is expected to insight and suggestions for company in improving patronage intention, especially by increasing customer perceived value.
References
Agita, G., Aqilah, T., & Usman, O. (2025). Pengaruh Harga dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian Somethinc Skincare di Marketplace Shopee Dimediasi Minat Beli. E-Jurnal Manajemen, 14(9), 716–740. https://doi.org/10.24843/ejmunud.2025.v14.i9.p04
Ahmad, F. (2024). Factors Influencing Consumer Intention to Purchase via Omni-Channel Fashion Retail in Malaysia. Journal Europeen Des Systemes Automatises, 57(1), 9–19. https://doi.org/10.18280/jesa.570102
Akter, S., Babu, M. M., Hossain, M. A., & Hani, U. (2022). Value co-creation on a shared healthcare platform: Impact on service innovation, perceived value and patient welfare. Journal of Business Research, 140, 95–106. https://doi.org/10.1016/j.jbusres.2021.11.077
Apiary Academy, & WebEngage. (2023). The State of User Engagement in Indonesia 2023. https://webengage.com/resource/ebook/state-of-user-engagement-indonesia/
Arica, R., & Çorbaci, A. (2020). The mediating role of the tourists’ citizenship behavior between the value co-creation and satisfaction. Advances in Hospitality and Tourism Research, 8(1), 125–150. https://doi.org/10.30519/AHTR.649639
Astuti, N. P. A. D., Rahanatha, G. B., Warmika, I. G. K., Artini, L. G. S., & Suasana, I. Gst. A. Kt. Gd. (2026). Pengaruh Quality of Omnichannel Integration terhadap Customer Loyalty yang Dimediasi oleh Customer Satisfaction. E-Jurnal Manajemen, 15(6), 621–638. https://doi.org/10.24843/EJMUNUD.2026.v15.i6.p01
Balderjahn, I., Lee, M. S. W., Seegebarth, B., & Peyer, M. (2020). A Sustainable Pathway to Consumer Wellbeing. The Role of Anticonsumption and Consumer Empowerment. Journal of Consumer Affairs, 54(2), 456–488. https://doi.org/10.1111/joca.12278
Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services Across Cultures. Journal of Marketing, 74(3). https://doi.org/10.1509/jmkg.74.3.048
Chang, Y., & Geng, L. (2022). Planned or unplanned purchases? The effects of perceived values on omnichannel continuance intention. International Journal of Retail and Distribution Management, 50(12), 1535–1551. https://doi.org/10.1108/IJRDM-01-2021-0012
Cheah, J. H., Lim, X. J., Ting, H., Liu, Y., & Quach, S. (2022). Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing. Journal of Retailing and Consumer Services, 65. https://doi.org/10.1016/j.jretconser.2020.102242
Chen, Y., & Chi, T. (2021). How does channel integration affect consumers’ selection of omni-channel shopping methods? An empirical study of u.s. consumers. Sustainability (Switzerland), 13(16). https://doi.org/10.3390/su13168983
Cui, X., Xie, Q., Zhu, J., Shareef, M. A., Goraya, M. A. S., & Akram, M. S. (2022). Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior. Journal of Retailing and Consumer Services, 65, 102869. https://doi.org/10.1016/J.JRETCONSER.2021.102869
Dahl, A. J., Milne, G. R., & Peltier, J. W. (2021). Digital health information seeking in an omni-channel environment: A shared decision-making and service-dominant logic perspective. Journal of Business Research, 125, 840–850. https://doi.org/10.1016/j.jbusres.2019.02.025
Denktas-Sakar, G., & Surucu-Balci, E. (2018). Value Co-Creation in Omni-Channel Retailing: Reframing the Service-Dominant Logic Perspective. In E. E. Başar, A. Erciş, & S. Ünal (Eds.), Virtual World Marketing: Applications and Perspectives (pp. 105–152). Cambridge Scholars Publishing.
DSG Consumer Partners. (2024). In My Glow Up Era: A Look Into Indonesia’s & Philippines’ Gen Z Beauty Consumers. https://www.dsgcp.com/insights/in-my-glow-up-era-id-ph-gen-z-beauty
EMIS. (2024). PT Sociolla Ritel Indonesia Company Profile - Indonesia | EMIS. https://www.emis.com/php/company-profile/ID/PT_Sociolla_Ritel_Indonesia_en_16487159.html
Gibson, S., Dahl, A. J., Hsu, M. K., & Moreno, G. (2024). Understanding the complexities of omnichannel retailing through a service-dominant logic framework: exploring the role of digitalization in the retail ecosystem. International Review of Retail, Distribution and Consumer Research, 34(5), 669–702. https://doi.org/10.1080/09593969.2024.2347931
Griffin, S. J., Snowball, D., & Wong, A. J. (2023, December 12). Reinventing the digital customer experience. https://www.mckinsey.com/industries/industrials/our-insights/distribution-blog/reinventing-the-digital-customer-experience
Hsieh, S. H., Lee, C. T., & Tseng, T. H. (2022). Psychological empowerment and user satisfaction: Investigating the influences of online brand community participation. Information and Management, 59(1). https://doi.org/10.1016/j.im.2021.103570
Hu, X., & Li, X. (2022). How does customer psychological empowerment affect value co-creation? An empirical study of travel agencies in Mainland China. Asia Pacific Business Review, 28(3), 431–459. https://doi.org/10.1080/13602381.2021.1872915
Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2020). Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty. Journal of Business Ethics, 163(1), 151–166. https://doi.org/10.1007/s10551-018-4015-y
Insight Factory. (2024). Behavior in Purchasing Beauty Categories. https://insightfactory.soco.id/
Itani, O. S., Loureiro, S. M. C., & Ramadan, Z. (2023). Engaging with omnichannel brands: the role of consumer empowerment. International Journal of Retail and Distribution Management, 51(2), 238–261. https://doi.org/10.1108/IJRDM-02-2022-0044
Jasin, S., Sinha, A., & Uichanco, J. (2019). Omnichannel Operations: Challenges, Opportunities, and Models. In S. Gallino & A. Moreno (Eds.), Operations in an Omnichannel World (pp. 15–34). Springer International Publishing. https://doi.org/10.1007/978-3-030-20119-7_2
Lim, X.-J., Cheah, J.-H., Dwivedi, Y. K., & Richard, J. E. (2022). Does retail type matter? Consumer responses to channel integration in omni-channel retailing. Journal of Retailing and Consumer Services, 67. https://doi.org/10.1016/j.jretconser.2022.102992.
Mandolfo, M., Chen, S., & Noci, G. (2020). Co-creation in new product development: Which drivers of consumer participation? International Journal of Engineering Business Management, 12. https://doi.org/10.1177/1847979020913764
Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T.-H. (2020). Sample size for survey research: Review and recommendations. In Journal of Applied Structural Equation Modeling (Vol. 4, Number 2). https://doi.org/10.47263/JASEM.4(2)01
Min, J., Yang, K., & Kim, J. (2022). The role of perceived vulnerability in restaurant customers’ co-creation behavior and repatronage intention during the COVID-19 pandemic. Journal of Vacation Marketing, 28(1), 38–51. https://doi.org/10.1177/13567667211014932
Mishra, S., Malhotra, G., Arora, V., & Mukhopadhyay, S. (2022). Omnichannel retailing: does it empower consumers and influence patronage? International Journal of Retail and Distribution Management, 50(2), 229–250. https://doi.org/10.1108/IJRDM-04-2021-0199
Mishra, S., Malhotra, G., Chatterjee, R., & Shukla, Y. (2021). Consumer retention through phygital experience in omnichannel retailing: role of consumer empowerment and satisfaction. Journal of Strategic Marketing, 31(4), 749–766. https://doi.org/10.1080/0965254X.2021.1985594
Moliner, M. A., & Tortosa-Edo, V. (2024). Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience. Journal of Research in Interactive Marketing, 18(3), 349–369. https://doi.org/10.1108/JRIM-05-2023-0149
Morris, E. (2023). The Omnichannel Beauty Customer Journey. https://www.beautypackaging.com/exclusives/the-omnichannel-beauty-customer-journey/
Mukhopadhyay, S., Chauhan, S., & Mishra, S. (2024). Consumer Patronage in Omnichannel Retailing and the Moderating Impact of Culture: A MetaSEM Review. Journal of Strategic Marketing, 32(3), 374–390. https://doi.org/10.1080/0965254X.2023.2229331
Nabila, N. I., Sari, A., Marvinita, R., & Vedy, H. S. (2023). Quality of Omnichannel Integration and Perceived Value as Drivers of Customer Satisfaction and Loyalty Study at BNI Bank. Jurnal Mandiri : Ilmu Pengetahuan, Seni, Dan Teknologi, 7(2), 101–115. https://doi.org/10.33753/mandiri.v7i2.257
Nam, S. J. (2021). Consumer empowerment and self-assessment of empowerment. PLoS ONE, 16(11 November). https://doi.org/10.1371/journal.pone.0259971
Natarajan, T., & Ramanan V, D. (2024). Does integrated store service quality stimulate omnichannel shoppers’ augmenting, co-developing, influencing and mobilizing behaviors? Moderating role of perceived relationship investment. Kybernetes, 53(7), 2385–2413. https://doi.org/10.1108/K-12-2022-1717
NewStore. (2024). Omnichannel Leadership Report 2024. https://www.newstore.com/resource/global-omnichannel-leadership-report-2024/
Nguyen, H. N. (2021). Channel Integration Quality, Customer Experience and Patronage in Omnichannel Retailing. Journal of Distribution Science, 19(12), 23–32. https://doi.org/10.15722/jds.19.12.202112.23
Nguyen, H. S. (2024). The impact of value co-creation behavior on customer loyalty in the service domain. Heliyon, 10(9). https://doi.org/10.1016/j.heliyon.2024.e30278
Nguyen, P. (2022). Service-Dominant Logic: A Model of Service Satisfaction and Its Antecedents. European Journal of Business and Management Research, 7(3), 357–363. https://doi.org/10.24018/ejbmr.2022.7.3.1404
Pal, D., & Srivastava, K. (2024). Consumer patronage intention: role of multi-sensory and atmospheric experiences in retail. International Journal of Retail and Distribution Management, 52(2), 240–258. https://doi.org/10.1108/IJRDM-05-2023-0296
Proenca, T., Torres, A., & Sampaio, A. S. (2017). Frontline employee empowerment and perceived customer satisfaction. Management Research, 15(2), 187–206. https://doi.org/10.1108/MRJIAM-04-2016-0663
Putri, M., Kumala, I. D., Rachmatan, R., & Sulistyani, A. (2023). Self-Monitoring Dan Impulsive Buying Produk Kosmetik Di Kalangan Mahasiswi: Studi Korelasi. Journal of Community Mental Health and Public Policy, 5(2), 65–76. https://doi.org/10.51602/cmhp.v5i2.94
Raza, A., Saeed, A., Iqbal, M. K., Saeed, U., Sadiq, I., & Faraz, N. A. (2020). Linking corporate social responsibility to customer loyalty through co-creation and customer company identification: Exploring sequential mediation mechanism. Sustainability, 12(6). https://doi.org/10.3390/su12062525
Sakaya, A. J. (2023). Fear of COVID-19 and green bank service purchase intention: the mediating effect of customer empowerment and customers’ perceived value of digital service transactions. Arab Gulf Journal of Scientific Research, 41(4), 486–507. https://doi.org/10.1108/AGJSR-08-2022-0137
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–47). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-2
Silva, S. C., Silva, F. P., & Dias, J. C. (2024). Exploring omnichannel strategies: a path to improve customer experiences. International Journal of Retail and Distribution Management, 52(1), 62–88. https://doi.org/10.1108/IJRDM-03-2023-0198
Skudiene, V., Everhart, D., Slepikaite, K., & Reardon, J. (2013). Front-Line Employees’ Recognition And Empowerment Effect On Retail Bank Customers’ Perceived Value. Journal of Service Science (JSS), 6, 105–116. https://doi.org/10.19030/jss.v6i1.8241
Wang, Y., Qiu, X., Yin, J., Wang, L., & Cong, R. (2024). Drivers and Obstacles of Consumers’ Continuous Participation Intention in Online Pre-Sales: Social Exchange Theory Perspective. Behavioral Sciences, 14(11). https://doi.org/10.3390/bs14111094
Zhang, M., Ren, C., Wang, G. A., Tech, V., & He, Z. (2018). The impact of channel integration on consumer responses in omni-channel retailing: The mediating effect of consumer empowerment. Electronic Commerce Research and Applications, 28, 181-193. https://doi.org/10.1016/j.elerap.2018.02.002.
Zheng, X., & Chi, X. (2024). Investigation on Festival Consumption Promotion Mechanism in the Post-Pandemic Period: The Case of the Qingdao International Beer Festival. Sustainability (Switzerland), 16(15). https://doi.org/10.3390/su16156286
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Dea Brenda Chikita, Evelyn Hendriana
This work is licensed under a Creative Commons Attribution 4.0 International License.
