Pengaruh Omni-Channel Strategy Dan Customer Experience Terhadap Minat Membeli Ulang melalui Kepuasan Konsumen Pada Produk Somethinc Sun Plaza Medan

Abstract

This study aims to see the effect of omnichannel strategy and customer experience on repurchasing intentions through customer satisfaction with Something products at Sun Plaza Medan. This type of research used is quantitative research. The population in this study are consumers who have purchased Something products as many as 154 respondents. Withdrawal of the total sample size is done by non- probability sampling using purposive sampling method. The data used are primary data and secondary data obtained through a list of statements and documentation studies. The data analysis technique uses structural equation modeling (SEM) with the Smart PLS 3.3 analysis tool. The results of the research directly show that the omnichannel strategy has a positive and significant effect on repurchasing intention, the omnichannel strategy has a positive and significant effect on customer satisfaction, customer experience has a positive and significant effect on repurchasing intention and customer experience has a positive and significant effect on customer satisfaction. Consumer satisfaction has a positive effect on repurchasing intentions. Then the test results were carried out indirectly indicating that tourist satisfaction was not able to mediate the omnichannel strategy relationship with repurchase intention, but consumer satisfaction was able to mediate the customer experience relationship with repurchase intention