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All Journal Jurnal Mirai Management Jurnal Informasi dan Teknologi Economics and Digital Business Review International Journal of Engineering, Science and Information Technology International Journal of Education, Social Studies, And Management (IJESSM) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Sistim Informasi dan Teknologi Innovative: Journal Of Social Science Research Journal of Social Science and Business Studies Journal of Information System, Technology and Engineering Galaksi Balance: Jurnal Ekonomi
Violin, Vivid
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The Influence of Ease of Navigation, Mobile Shopping Experience, and Social Commerce Engagement on Omnichannel Customer Experience of Local Brand Products in E-Commerce Sidjabat, Sonya; Mustafa, Fahrina; Suhara, Ade; Susilowati, Tri; Violin, Vivid; Primananda, Pande Gde Bagus Naya
Journal of Social Science and Business Studies Vol. 4 No. 1 (2026): JSSBS
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jssbs.v4i1.283

Abstract

Local brands establish unified customer experiences through their omnichannel system implementation because e-commerce competition has increased in intensity. The research investigates how three variables which each contain three elements affect omnichannel customer experience for local brand products in e-commerce through their three elements which include ease of navigation and mobile shopping experience and social commerce engagement. The researchers implemented their study through a quantitative research method which employed explanatory research design. The researchers used purposeful sampling methods to collect data from 200 participants who had purchased local brand products through multiple digital channels. The researchers applied multiple linear regression analysis to their data after they conducted validity and reliability testing along with classical assumption testing. The study results demonstrate that three factors which include website navigation skills and mobile shopping experience and social commerce platform usage enable users to access various shopping channels. The complete customer experience development process requires businesses to comprehend how platform experience integrates with mobile user experience and social media interaction. The research contributes to digital marketing and omnichannel studies by providing new theoretical insights. The study results provide local brands with digital strategy development guidelines which focus on enhancing customer experience.  
Co-Authors Akhirianto, Pas Mahyu Almira Ulimaz Andriani, Hertya Andriya Risdwiyanto Arifin, Moh. Samsul Astuti, Enny Diah Bambang Suhartawan Budi Utami Darwis darwis darwis, darwis Deykha Aguilika Diawati, Prety Dina Destari Faisal Abubakar Fatimah Malini Lubis Firdaus Yuni Dharta Hanata, Reza Yonatan Haniwijaya Pahlawansah Hendra Hendra Heny Herawati Hernawan, Moch Arif Ibrahim, Mozart Malik Indri Yani, Indri Irdiana, Sukma Isna Juwita Jefri Putri Nugraha Kamaluddin, Santrio Karyono Karyono Kespandiar, Tengku Kraugusteeliana Kraugusteeliana Kus Yunanto, Mohammad Kushariyadi Kushariyadi Kusnadi, Iwan Henri latief, yanuar Lubis, Alifah Lettiane Virainy M.M, Besse Faradiba Mawardi, Syamsi Muhamad Risal Tawil Muhammad Asir Muhammad Kholil Mustafa, Fahrina Nurdiani, Tanti Widia Nurul Fadhilah Osman, Isnawati Parandy, La Mema Pradipta, Made Prasta Yostitia Primananda, Pande Gde Bagus Naya Rahmat Arsyad Ramayanti Sinaga, Herty Riesna Apramilda Setiadi, Bekti Sidjabat, Sonya Subroto, Desty Endrawati Suhara, Ade Suntoro, Bambang Syahviyar, Mirza Tarwijo, Tarwijo Teguh Wahyono Tri Susilowati Tyahya Whisnu Hendratni Umar Hanis Usulu, Elvira M. Wandanaya, Anita Bawaiqki Wijaya, Ismed Wirabuana Putra, Gede