Pengaruh Saluran Integrasi (Omnichannel), Content Marketing, dan Customer Experience Terhadap Customer Path Uniqlo Kota Medan

Abstract

This study aims to determine and analyze the influence of channel integration (omnichannel), content marketing, and customer experience on the customer path of Uniqlo in Medan City. This study is associative research and the type of data used is quantitative data. The population is Uniqlo’s customers. The sample size in this study were 180 respondents selected through the proportionate stratified random sampling. Data collection in this research used a questionnaire technique. The data analysis techniques used are descriptive analysis and multiple linear regression analysis. Data processing in this study was conducted using SPSS 25. The results of this study show that Channel Integration (Omnichannel), Content Marketing, Customer Experience simultaneously have a significant influence on the Customer Path of Uniqlo in Medan City. The study partial result shows that Channel Integration (Omnichannel) has a positive and significant influence on the Customer Path of Uniqlo in Medan City, Content marketing has a positive and significant influence on the Customer Path of Uniqlo in Medan City, Customer Experience has a positive and significant influence on the Customer Path of Uniqlo in Medan City. The most dominant influence on Customer Path is Customer Experience.