<![CDATA[Digital technologies have changed how consumers move across physical and digital channels, making coordination among touchpoints increasingly relevant to customer retention. This study examined the association between Omnichannel Marketing Integration and Customer Loyalty through the mediating roles of Customer Experience and Perceived Convenience. Stimulus Organism Response Theory and Relationship Marketing Theory were used to explain how channel integration may shape customers' internal evaluations and subsequent loyalty responses. The study used a quantitative explanatory survey of 250 Indonesian consumers who had used at least two marketing channels and completed a transaction within the previous six months. Data were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4. Omnichannel Marketing Integration was positively associated with Customer Experience, Perceived Convenience, and Customer Loyalty. Customer Experience and Perceived Convenience were also positively associated with Customer Loyalty, and both indirect paths were statistically significant. The indirect coefficient through Perceived Convenience (beta = 0.291) was larger than the indirect coefficient through Customer Experience (beta = 0.202), suggesting that functional ease may be particularly relevant in the omnichannel journeys represented in this sample. These findings extend omnichannel research by considering experiential and convenience-based evaluations within one model and provide practical direction for firms seeking greater consistency, accessibility, and efficiency across customer touchpoints.]]>
