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All Journal JURNAL MANAJEMEN MOTIVASI
Imanuela, Putri Tania
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Omni-channel Strategy on Customers’ Repurchase Intention at Sociolla in Palu City with Customer Satisfaction as a Mediating Variable Imanuela, Putri Tania; Ponirin, Ponirin; Muzakir, Muzakir; Nugraha, Mohammad Ega
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.8233

Abstract

This study investigates the influence of omnichannel strategy on repurchase intention with customer satisfaction as a mediating variable among Sociolla consumers in Palu. Using purposive sampling, 180 respondents who had shopped through more than one channel participated. Data were analyzed using SEM-PLS. Results show omnichannel strategy significantly impacts satisfaction (β = 0.911) and repurchase intention (β = 0.612). Satisfaction also influences repurchase intention (β = 0.346) and partially mediates the relationship. The findings highlight the importance of integrated customer experiences in fostering loyalty in digital beauty retail, especially in non-metropolitan regions.
Co-Authors Mohammad Ega Nugraha Muzakir Ponirin Ponirin, Ponirin