Pengaruh Service Quality dan Omnichannel Marketing terhadap Customer Loyalty melalui Kepuasan Pelanggan pada Brand Apple di Kota Medan

Abstract

This study aims to examine and analyze the influence of service quality and omnichannel marketing on customer loyalty through customer satisfaction with the Apple brand. The research problem arises from the lack of consistent service quality provided by Apple and the inconsistent implementation of omnichannel marketing, which has resulted in discrepancies in information and pricing between online and offline channels. These inconsistencies may affect customer satisfaction and, ultimately, customer loyalty. This is an associative research study utilizing quantitative data. The population comprises Apple product users at IBox Plaza Medan Fair, IBox Manhattan Times Square Medan, and IBox Mall Deli Park, with a sample size of 180 respondents. The sampling technique employed was purposive sampling, with criteria including customers who have used Apple products for at least one year and have shopped through multiple channels (website, app, marketplace, and physical store). The data were analyzed using Structural Equation Modeling (SEM) with the Smart PLS 4.0 software. The results reveal that both service quality and omnichannel marketing have a direct, positive, and significant effect on customer satisfaction and customer loyalty. Additionally, customer satisfaction has a positive and significant effect on customer loyalty. Indirectly, service quality and omnichannel marketing also significantly influence customer loyalty through customer satisfaction.