Pengaruh Omnichannel Marketing, Product Assortment, dan Online Customer Review Terhadap Minat Beli Konsumen Mixue Di Kota Medan

Abstract

The F&B industry, especially beverages and ice cream, is growing rapidly in Indonesia, including Mixue which has many outlets in Medan City. However, the limited product variety and lack of optimal integration between physical and digital channels in Mixue's omnichannel marketing strategy affect the product's appeal in the market. In addition, the lack of consistent online reviews can reduce the purchase intention of consumers who rely on experiences and recommendations from other consumers. This study aims to analyze how omnichannel marketing, product assortment, and online customer reviews affect the purchase intention of Mixue consumers in Medan City. The influence of the four variables will be analyzed partially and simultaneously impulse purchases. The form of research used is quantitative with an associative approach. The population in this study were consumers or customers of Mixue in Medan City. With a sample of 100 respondents, the sample approach used in this study was non-probability sampling in the form of purposive sampling. Primary data obtained through direct questionnaire distribution and secondary data. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and are processed through a statistical analysis program. The results of the research conducted show that omnichannel marketing and online customer reviews partially affect consumer buying interest. However, product assortment has no significant effect on consumer buying interest. The three variables simultaneously affect consumer buying interest. Based on the coefficient of determination test, it is found that the magnitude of the relationship between omnichannel marketing, product assortment, and online customer review variables on the consumer purchase intention variable (Y) with an R value of 0.909. Through the adjusted R square value, it is also known that the independent variables contribute 82.1% to the consumer buying interest variable while the remaining 17.9% is influenced by other variables not discussed in this study.