Pengaruh Omnichannel Marketing Terhadap Customer Loyalty Melalui Customer Experience (Studi Pada Pelanggan CV. Macarindo Berkah Group)

Abstract

The growth of digital marketing encourages businesses to adopt omnichannel marketing strategies to remain relevant amid increasingly intense competition. This study aims to examine and analyze the effect of omnichannel marketing on customer loyalty, as well as the role of customer experience as a mediating variable among customers of CV. Macarindo Berkah Group. This study employed a quantitative approach with an explanatory research design. The population consisted of customers of CV. Macarindo Berkah Group in Jember who had made purchases more than once, either online or offline. Samples were collected using purposive sampling technique, resulting in 140 respondents. Data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS software. The results revealed that omnichannel marketing has a significant effect on customer loyalty and customer experience. In addition, customer experience was found to significantly influence customer loyalty. The findings further demonstrated that customer experience partially mediates the relationship between omnichannel marketing and customer loyalty. These results indicate that omnichannel integration contributes to shaping the customer journey through seamless integration before, during, and after the purchasing process. Such integration creates convenience and consistency for customers, which ultimately strengthens customer loyalty. These results underscore the strategic importance of delivering consistent and high-quality customer experiences within an omnichannel framework, particularly for small and medium enterprises seeking to strengthen long-term custome.