Pengaruh Omni-Channel Integration Quality dan Omni Channel Perceived Value terhadap Customer Loyalty melalui Customer Satisfaction pada Kopi Kenangan Cabang OCBC Ringroad Medan

Abstract

The objective of this research is to analyze the effects of Omni-channel integration quality and Omni-channel perceived value on customer loyalty through customer satisfaction at Kopi Kenangan, OCBC Ring road. The research employs associative research method. The population is made up of the consumers who have bought coffee at Kopi Kenangan OCB Ring road, and 135 of them are selected as the samples by applying non-probability sampling with purposive sampling technique. Primary and secondary data are gathered from questionnaires and documentary study and analyzed by using Structural Equation Modeling (SEM) with Smart PLS version 3.0. The result of the research shows that, directly, Omni-channel integration quality has negative and significant effects on customer loyalty. Omni-channel perceived value has positive and significant effects on customer loyalty, Omni-channel integration quality has positive and significant effects on customer satisfaction, Omni-channel perceived value has positive and significant effects on customer satisfaction, and customer satisfaction has positive and significant effects on customer loyalty. Indirectly, it is found that customer satisfaction is able to mediate the correlation between Omni-channel integration quality and customer loyalty and that of between Omni- channel perceived value and customer loyalty.