Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengkaji pengaruh perceived omnichannel customer experience, product assortment, dan membership program terhadap customer loyalty dan customer satisfaction sebagai mediasi. Penelitian ini merupakan jenis penelitian yang menggunakan pendekatan kuantitatif. Dalam penelitian ini, sampel yang digunakan adalah pelanggan perempuan Kotty Kosmetik Banda Aceh yang telah terdaftar sebagai member dan berjumlah 133 responden. Teknik sampel yang digunakan adalah nonprobability sampling dengan metode purposive sampling. Peralatan analisis data yang digunakan adalah Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4 untuk mengetahui pengaruh antar variabel yang terkait. Hasil penelitian ini menunjukkan bahwa perceived omnichannel customer experience dan product assortment tidak signifikan berpengaruh terhadap customer loyalty sedangkan membership program secara signifikan mempengaruhi customer loyalty. Perceived omnichannel customer experience, product assortment, dan membership program secara signifikan mempengaruhi customer satisfaction, dan customer satisfaction secara signifikan mempengaruhi customer loyalty. Customer satisfaction mampu memediasi pengaruh perceived omnichannel customer expereince, product assortment, dan membership program terhadap customer loyalty.

This study aims to examine the influence of perceived omnichannel customer experience, product assortment, and membership programs on customer loyalty and customer satisfaction as mediators. This study is a quantitative research. The sample used in this study was 133 female customers of Kotty Kosmetik Banda Aceh who were registered as members. The sampling technique used is non-probability sampling with a purposive sampling method. The data analysis tool used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software to determine the influence between related variables. The results of this study indicate that perceived omnichannel customer experience and product assortment do not significantly influence customer loyalty, while the membership program significantly influences customer loyalty. Perceived omnichannel customer experience, product assortment, and the membership program significantly influence customer satisfaction, and customer satisfaction significantly influences customer loyalty. Customer satisfaction mediates the influence of perceived omnichannel customer experience, product assortment, and the membership program on customer loyalty.