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All Journal West Science Interdisciplinary Studies West Science Interdisciplinary Studies
Ghina Soraya
University of Riau
Humanities Economics, Econometrics & Finance Environmental Science Social Sciences

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Omnichannel Marketing and Customer Satisfaction: The Mediating Role of Service Quality Among Generation Z Consumers at Guardian Pekanbaru Ghina Soraya; Prima Andreas; Dian Pratiwi; Henni Noviasari
West Science Interdisciplinary Studies Vol. 4 No. 05 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i05.2851

Abstract

This study aims to empirically examine the role of omnichannel marketing in enhancing customer satisfaction, with service quality acting as a mediating variable among Generation Z consumers at Guardian Pekanbaru. The integration of marketing channels has become increasingly critical in contemporary consumer behavior, particularly for digitally oriented Generation Z consumers who expect seamless shopping experiences. Data were collected from 100 respondents using a purposive sampling technique, focusing on consumers who had engaged in purchases across multiple channels (online and offline). The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that omnichannel marketing has a positive and significant effect on both service quality and customer satisfaction. Furthermore, service quality significantly mediates the relationship between omnichannel marketing and customer satisfaction, suggesting that effective channel integration enhances perceived service quality and strengthens customer satisfaction.
Omnichannel Marketing and Customer Satisfaction: The Mediating Role of Service Quality Among Generation Z Consumers at Guardian Pekanbaru Ghina Soraya; Prima Andreas; Dian Pratiwi; Henni Noviasari
West Science Interdisciplinary Studies Vol. 4 No. 05 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i05.2851

Abstract

This study aims to empirically examine the role of omnichannel marketing in enhancing customer satisfaction, with service quality acting as a mediating variable among Generation Z consumers at Guardian Pekanbaru. The integration of marketing channels has become increasingly critical in contemporary consumer behavior, particularly for digitally oriented Generation Z consumers who expect seamless shopping experiences. Data were collected from 100 respondents using a purposive sampling technique, focusing on consumers who had engaged in purchases across multiple channels (online and offline). The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that omnichannel marketing has a positive and significant effect on both service quality and customer satisfaction. Furthermore, service quality significantly mediates the relationship between omnichannel marketing and customer satisfaction, suggesting that effective channel integration enhances perceived service quality and strengthens customer satisfaction.
Co-Authors Dian Pratiwi Henni Noviasari Prima Andreas