PENGARUH OMNICHANNEL CUSTOMER EXPERIENCE TERHADAP CUSTOMER SATISFACTION PADA PELANGGAN RITEL MODERN DI INDONESIA
DOI:
https://doi.org/10.30603/ab.v22i1.7987Kata Kunci:
omnichannel customer experience, customer satisfaction, ritel modern, perilaku pelanggan, omnichannel retailAbstrak
Penelitian ini bertujuan untuk menganalisis gambaran omnichannel customer experience dan customer satisfaction, serta menguji pengaruh omnichannel customer experience terhadap customer satisfaction pada pelanggan ritel modern di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan metode survei eksplanatori dan desain cross-sectional. Sampel penelitian berjumlah 146 responden yang dipilih dengan teknik purposive sampling, yaitu pelanggan ritel modern yang pernah menggunakan lebih dari satu kanal layanan, baik fisik maupun digital. Data dikumpulkan melalui kuesioner tertutup dengan skala Likert 5 poin dan dianalisis menggunakan regresi linear sederhana dengan program SPSS. Hasil penelitian menunjukkan bahwa omnichannel customer experience berpengaruh positif dan signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0,562, nilai beta 0,728, nilai t 12,745, dan signifikansi 0,000. Nilai koefisien determinasi (R Square) sebesar 0,530 menunjukkan bahwa omnichannel customer experience mampu menjelaskan 53,0% variasi customer satisfaction. Temuan ini menegaskan bahwa semakin baik pengalaman pelanggan lintas kanal, maka semakin tinggi tingkat kepuasan pelanggan terhadap ritel modern.
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Hak Cipta (c) 2026 Syamsuddin Syamsuddin, Asim Asim, Tri Gustanti, Utari Rahayu, Agus Agus, Ikramullah Ikramullah
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