Peran Omnichannel Integrated Quality dan Customer Engagement dalam Memediasi Pengaruh Online dan Offline Experience terhadap Brand Love pada Generasi Z Kota Medan

Abstract

Companies initially relied on one channel, multichannel, hybrid multichannel and now omnichannel, with a focus on the concept of integrating offline and online as a whole without any barriers. This study also analyzes the direct and indirect effects of online experience, offline experience, omnichannel integrated quality, customer engagement and brand love variables. Sampling was carried out using purposive sampling technique in Medan city. The eligible sample was 301 samples. Hypothesis testing is done with a structural equation model (SEM) using SMARTPLS software. The results showed that (1) Online experience has a significant positive effect on omnichannel integrated quality. (2) Offline experience has a significant positive effect on omnichannel integrated quality. (3) Offline experience has a significant positive effect on customer engagement. (4) Customer engagement has a significant positive effect on brand love. (5) Omnichannel integrated quality has a significant positive effect on customer engagement. (6) Omnichannel integrated quality has no effect on brand love (7) Offline experience has no effect on brand love (8) Omnichannel integrated quality is unable to mediate the relationship between offline experience and brand love. (9) Customer engagement is positively and significantly able to mediate the effect of omnichannel integrated quality on brand love (10) Customer engagement is positively and significantly able to mediate the effect of online experience on brand love (11) Omnichannel integrated quality is not able to mediate the relationship between online experience and brand love. (12) Customer engagement has a positive and significant effect on mediating of omnichannel integrated quality on brand love (13) Omnichannel integrated quality and customer engagement have a positive and significant effect on mediating the relationship between online experience and brand love (13) Omnichannel integrated quality and customer engagement have a positive and significant effect on brand love (13) Omnichannel integrated quality and customer engagement have a positive and significant effect on brand love.(14) Omnichannel integrated quality dan customer engagement have a positive and significant mediating the influence of offline experience on brand love.(15).Omnichannel integrated quality dan customer engagement have a positive and significant mediating the influence of online experience on brand love.