Pengaruh Penggunaan Sistem Omnichannel dan Pengalaman Konsumen terhadap Loyalitas Konsumen melalui Kepuasan Konsumen Sociolla di Sun Plaza Kota Medan

Abstract

The beauty industry has experienced significant and massive growth in recent years. However, this trend has not been accompanied by increased revenue at Sociolla, which has instead shown fluctuations and a tendency to decline. In its annual report, Sociolla stated that to enhance customer experience, the company implemented an omnichannel system. Surprisingly, this system has become the least utilized shopping channel among customers. Previous studies have also shown mixed results regarding the implementation of omnichannel systems and customer management. This phenomenon has attracted attention from both academics and industry practitioners due to the growing challenges in serving customers effectively. This study aims to examine and analyze the influence of omnichannel system usage and customer experience on customer loyalty through customer satisfaction at Sociolla Sun Plaza Medan. The research employs an associative approach with quantitative data. The population consists of Sociolla customers at Sun Plaza Medan, with the exact number unknown. The sample comprises 210 respondents selected through purposive sampling, with criteria including customers who have shopped at least three times at Sociolla Sun Plaza Medan and have used various shopping channels (website, application, marketplace, and physical store). Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS version 4.0. The results show that the use of the omnichannel system has a positive but not significant effect on both customer satisfaction and customer loyalty at Sociolla Sun Plaza Medan. Meanwhile, customer experience has a positive and significant effect on both satisfaction and loyalty. In terms of indirect relationships, customer satisfaction does not mediate the influence of omnichannel system usage on customer loyalty. However, customer satisfaction does mediate the influence of customer experience on customer loyalty at Sociolla Sun Plaza Medan.