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.
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Abstract
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.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Pertumbuhan bisnis retail di Indonesia tumbuh pesat dengan menyumbang 13% terhadap PDB. Dimana 60,6% memilih lebih berbelanja di retail online dibanding retail fisik. Strategi marketing dalam menjangkau pelanggan terus dilakukan oleh pelaku bisnis retail. Penelitian ini bertujuan untuk mengamati pengaruh Channel Integration dan Brand Familiarity terhadap Loyalty Customer melalui Omnichannel Customer Experience sebagai variabel intervening dan Customer Engagement sebagai variabel moderasi. Penelitian ini dilakukan di Matahari Department Store Cilegon Center Mall Kota Cilegon, menggunakan metode kuantitatif dengan menggunakan data primer yang diperoleh dengan mengisi kuesioner. Dengan jumlah sample dalam penelitian ini sebanyak 220 sample, yang merupakan pelanggan Matahari Rewards yang aktif berbelanja Alat analisis yan digunakan dalam penelitian ini adalah software SmartPLS Versi 3.2.9. Hasil penelitian ini menunjukkan bahwa Channel Integration dan Brand Familiarity berpengaruh negatif dan tidak signifikan terhadap Customer Loyalty, Omnichannel Customer Experience memediasi secara partial Channel Integration dan Brand Familairity, Customer Engagement memoderasi peran Channel Integration terhadap Customer Loyalty, namun Customer Engagement memperlemah peran Brand Familiarity terhadap Customer Loyalty. | |||||||||
| Uncontrolled Keywords: | Channel Integration, Brand Familiarity, Omnichannel Customer Experience, Customer Engagement and Customer Loyalty. Channel Integration, Brand Familiarity, Omnichannel Customer Experience, Customer Engagement dan Customer Loyalty. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HV Social pathology. Social and public welfare |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 08-Pascasarjana > 61101-Magister Manajemen |
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| Depositing User: | Miss Eka Ginting | |||||||||
| Date Deposited: | 16 Dec 2024 16:52 | |||||||||
| Last Modified: | 04 Jan 2025 15:22 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/44628 |
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