Pengaruh Omnichannel Marketing terhadap Kepuasan Pelanggan dan Minat Beli Ulang Pada Pakaian Kasual Wanita Di Surabaya

Authors

  • Novianagta Kurniantoro Universitas Ciputra, Jakarta, Indonesia
  • Murpin Josua Sembiring Universitas Ciputra, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v6i6.5453

Keywords:

Omnichannel, Keunggulan Saluran Online, Keunggulan Saluran Offline, Kepuasan Pelanggan, Minat Beli Ulang

Abstract

Penelitian ini bertujuan untuk menguji pengaruh keunggulan saluran online dan offline terhadap kepuasan pelanggan serta minat beli ulang pakaian kasual wanita di Surabaya. Variabel independen dalam penelitian ini adalah keunggulan saluran online dan keunggulan saluran offline, sedangkan variabel dependennya adalah minat beli ulang. Kepuasan pelanggan dihipotesiskan sebagai variabel mediator dalam hubungan antara keunggulan saluran dan minat beli ulang. Populasi penelitian adalah konsumen pakaian kasual wanita di Surabaya yang telah berbelanja baik secara online maupun offline dalam enam bulan terakhir. Analisis data menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa baik keunggulan saluran online maupun offline secara signifikan mempengaruhi kepuasan pelanggan. Lebih lanjut, kepuasan pelanggan terbukti memediasi hubungan antara keunggulan saluran dan minat beli ulang. Temuan ini mengindikasikan pentingnya strategi omnichannel marketing bagi pelaku bisnis pakaian kasual wanita di Surabaya dalam meningkatkan kepuasan pelanggan dan mendorong minat beli ulang.

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Published

2025-07-08

How to Cite

Novianagta Kurniantoro, & Murpin Josua Sembiring. (2025). Pengaruh Omnichannel Marketing terhadap Kepuasan Pelanggan dan Minat Beli Ulang Pada Pakaian Kasual Wanita Di Surabaya . Jurnal Ekonomi Manajemen Sistem Informasi, 6(6), 3769–3786. https://doi.org/10.38035/jemsi.v6i6.5453

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Vol. 6 No. 6 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2025)

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