relation: https://eprints.untirta.ac.id/44628/
title: Peran Omnichannel Customer Experience dalam Memediasi Channel Integration dan Brand Familiarity terhadap Customer Loyalty (Studi pada Pelanggan Matahari Cilegon Center Mall)
creator: ELKANA BR GINTING, EKA
subject: HB Economic Theory
subject: HC Economic History and Conditions
subject: HD28 Management. Industrial Management
subject: HV Social pathology. Social and public welfare
description: The growth of the retail business in Indonesia is growing rapidly by contributing 13% to GDP. Where 60.6% of people prefer to shop at online retail than physical retail. Marketing strategies in reaching customers continue to be carried out by retail businesses. This study aims to observe the effect of Channel Integration and Brand Familiarity on Customer Loyalty through Omnichannel Customer Experience as an intervening variable and Customer Engagement as moderate variabel. This research was conducted at Matahari Department Store Cilegon Center Mall at Cilegon City, using a quantitative method using primary data obtained by filling out a questionnaire. The number of samples in this study are 220 samples, who are customers who registered as Matahari Rewards member, actively and repeatedly shop at Matahari Cilegon Center. The analytical tool used in this research is SmartPLS Version 3.2.9 software. The results of this study indicate that Channel Integration and Brand Familiarity have a negative and insignificant effect on Customer Loyalty, Omnichannel Customer Experience mediates partially Channel Integration and Brand Familairity on Customer Loyalty, Customer Engagement moderates the role of Channel Integration on Customer Loyalty, and Customer Engagement doesn’t moderates Brand Familiarity on Customer Loyalty.
date: 2024
type: Thesis
type: NonPeerReviewed
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language: en
identifier: https://eprints.untirta.ac.id/44628/3/Eka%20Elkana%20Br%20Ginting_7776220047_02.pdf
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identifier: https://eprints.untirta.ac.id/44628/4/Eka%20Elkana%20Br%20Ginting_7776220047_03.pdf
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identifier: https://eprints.untirta.ac.id/44628/5/Eka%20Elkana%20Br%20Ginting_7776220047_04.pdf
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identifier: https://eprints.untirta.ac.id/44628/6/Eka%20Elkana%20Br%20Ginting_7776220047_05.pdf
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identifier: https://eprints.untirta.ac.id/44628/7/Eka%20Elkana%20Br%20Ginting_7776220047_Ref.pdf
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identifier: https://eprints.untirta.ac.id/44628/8/Eka%20Elkana%20Br%20Ginting_7776220047_Lamp.pdf
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identifier: https://eprints.untirta.ac.id/44628/9/Eka%20Elkana%20Br%20Ginting_7776220047_Fulltext.1.pdf
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identifier: https://eprints.untirta.ac.id/44628/10/Eka%20Elkana%20Br%20Ginting_7776220047_01.pdf
identifier:   ELKANA BR GINTING, EKA  (2024) Peran Omnichannel Customer Experience dalam Memediasi Channel Integration dan Brand Familiarity terhadap Customer Loyalty (Studi pada Pelanggan Matahari Cilegon Center Mall).  Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.