Pengaruh Omnichannel Customer Experience terhadap Customer Satisfaction pada Pelanggan Ritel Modern di Indonesia
DOI:
https://doi.org/10.30603/ab.v22i1.7987Keywords:
Omnichannel customer experience, Customer satisfaction, Modern retailAbstract
This study aimed to examine the effect of omnichannel customer experience on customer satisfaction among modern retail customers in Indonesia. A quantitative approach was employed using an explanatory survey method and a cross-sectional design. Data were collected through an online questionnaire from 146 respondents selected using purposive sampling. Eligible respondents were at least 17 years old, had previously shopped at modern retailers, and had used at least two service channels provided by the same retailer. The instrument consisted of 18 items measured on a five-point Likert scale. Data were analyzed using simple linear regression. Because the residuals were non-normally distributed and heteroskedasticity was detected, statistical inference was strengthened using HC3 heteroskedasticity-robust standard errors and 5,000 bootstrap resamples. The results showed that omnichannel customer experience had a positive and significant effect on customer satisfaction (β = 0.728; p < 0.001), while the model explained 53.0% of the variance in customer satisfaction (R² = 0.530). The HC3 and bootstrap estimates confirmed the robustness of the findings. Theoretically, the findings supported Customer Experience Theory and Expectation Confirmation Theory. Practically, modern retail managers should integrate physical and digital channels consistently to enhance customer experience and satisfaction.
References
Bhattacharya, S., Sharma, R. P., & Gupta, A. (2022). Country-of-origin and online retailing ethics: The mediating role of trust and satisfaction on purchase intention. International Journal of Emerging Markets, 19(10), 2778–2801. https://doi.org/10.1108/IJOEM-08-2021-1233
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education. https://siquest.uajy.ac.id/Description/0000060895
Gerea, C., Gonzalez-Lopez, F., Herskovic, V., Bravo, G., & Otero, C. (2021). Omnichannel customer experience and management: An integrative review and research agenda. Sustainability, 13(5), 2824. https://doi.org/10.3390/su13052824
International Trade Administration. (2025). Indonesia - eCommerce. U.S. Department of Commerce. https://www.trade.gov/country-commercial-guides/indonesia-ecommerce
Ipsos. (2022). Pandemic concerns recede, inflation looming public consumption – Ipsos study. Ipsos.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons. https://books.google.com/books/about/Marketing_5_0.html?hl=id&id=lgAXEAAAQBAJ
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. https://books.google.com/books/about/Marketing_Management.html?hl=id&id=5-U5zgEACAAJ
Laudon, K. C., & Traver, C. G. (2019). E-commerce 2019: Business, technology, society (15th ed.). Pearson. https://books.google.com/books/about/E_commerce_2019.html?id=n9tBvwEACAAJ
Le, A. N. H., & Nguyen-Le, X.-D. (2020). A moderated mediating mechanism of omnichannel customer experiences. International Journal of Retail & Distribution Management, 49(5), 595–615. https://doi.org/10.1108/IJRDM-02-2020-0054
Natarajan, T., Raghavan, D. R. V, & Jayapal, J. (2023). How does channel integration quality promote omnichannel customer citizenship behavior? The moderating role of the number of channels used and gender. Kybernetes, 53(10), 3133–3159. https://doi.org/10.1108/K-11-2022-1594
Omar, S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J.-H. (2021). M-commerce: The nexus between mobile shopping service quality and loyalty. Journal of Retailing and Consumer Services, 60, 102468. https://doi.org/10.1016/j.jretconser.2021.102468
Populix. (2024). Understanding shopper preferences in grocery shopping. Populix. https://info.populix.co/data-hub/reports/understanding-shopper-preferences-in-grocery-shopping
Pozza, I. D. (2022). The role of proximity in omnichannel customer experience: A service logic perspective. Journal of Service Management, 33(4/5), 774–786. https://doi.org/10.1108/JOSM-01-2022-0009
Salvietti, G., Ziliani, C., Teller, C., Ieva, M., & Ranfagni, S. (2022). Omnichannel retailing and post-pandemic recovery: Building a research agenda. International Journal of Retail & Distribution Management, 50(8/9), 1156–1181. https://doi.org/10.1108/IJRDM-10-2021-0485
Sekaran, U., & Bougie, R. (2020). Research Methods for Business: A Skill-Building Approach (8th ed.). Wiley.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Thaichon, P., Quach, S., Barari, M., & Nguyen, M. (2023). Exploring the role of omnichannel retailing technologies: Future research directions. Australasian Marketing Journal, 32(2), 162–177. https://doi.org/10.1177/14413582231167664
Zhu, T., Liu, B.-L., Song, M., & Wu, J. (2021). Effects of service recovery expectation and recovery justice on customer citizenship behavior in the e-retailing context. Frontiers in Psychology, 12, 658153. https://doi.org/10.3389/fpsyg.2021.658153
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Syamsuddin Syamsuddin, Asim Asim, Tri Gustanti, Utari Rahayu, Agus Agus, Ikramullah Ikramullah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
