Research Paper
Year: 2022 | Month: December | Volume: 9 | Issue: 12 | Pages: 434-442
DOI: https://doi.org/10.52403/ijrr.20221249
Effect of Omni-Channel Integration Quality and Omni-Channel Perceived Value on Customer Loyalty Through Customer Satisfaction on Kenangan Coffee Branch OCBC Ringroad Medan
Purnama Fitri1, Endang Sulistya Rini2, Fadli3
1,2,3Faculty Economics and Business Universitas Sumatera Utara, Medan, Indonesia.
Corresponding Author: Purnama Fitri
ABSTRACT
This study aims to analyze omni-channel integration quality and omni-channel perceived value on customer loyalty through customer satisfaction at Kopi Kenangan OCBC Ringroad. The type of research used in this research is associative research. The population in this study were consumers who had bought online and offline Kopi Kenangan OCBC Ringroad with 135 respondents as samples taken in this study. Withdrawal of the number of sample sizes is done by non-probability sampling using purposive sampling method. The data used are primary data and secondary data obtained through a list of statements and documentation studies. The data analysis technique uses structural equation modeling (SEM) with the Smart PLS version 3.0 analysis tool. The results directly show that omni-channel integration quality has a negative and significant effect on customer loyalty, omni-channel perceived value has a positive and significant effect on customer loyalty, omni-channel integration quality has a positive and significant effect on customer satisfaction, omni-channel perceived value positive and significant effect on customer satisfaction, and customer satisfaction has a positive and significant effect on customer loyalty. Then the results of the tests carried out indirectly indicate that customer satisfaction is able to mediate the relationship between omni-channel integration quality and customer loyalty, but customer satisfaction is able to mediate the relationship between omni-channel perceived value and customer loyalty.
Keywords: Omni-channel integration quality, omni-channel perceived value, customer satisfaction, customer loyalty
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