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All Journal Habitat Jurnal Ekonomi, Teknologi dan Bisnis
Rejeki, Septiadinur
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Astronomy Economics, Econometrics & Finance Engineering Industrial & Manufacturing Engineering Mechanical Engineering Other

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Technology Acceptance Model and Customer Experience in Enhancing Customer Satisfaction and Loyalty in Multichannel Marketing Rejeki, Septiadinur; Setiawan, Budi; Isaskar, Riyanti
Jurnal Ekonomi Teknologi dan Bisnis (JETBIS) Vol. 5 No. 1 (2026): Jurnal Ekonomi, Teknologi dan Bisnis
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/xdg12z67

Abstract

Changes in consumer behavior in shopping, increasingly driven by digital technology, have impacted many retail businesses, including Omah Sayur, which developed multichannel marketing through both physical and online stores. Despite having six offline store branches and an online presence via social media and shopping apps, Omah Sayur faces challenges such as higher prices compared to competitors, inadequate service, and a manual cashier system. This study aims to analyze the effect of technology acceptance on customer experience, satisfaction, and loyalty; as well as formulate an effective multichannel marketing strategy. Using a quantitative approach and descriptive statistics, the study involved 60 female respondents with experience in both offline and online shopping. The results show that technology acceptance positively influences experience, satisfaction, and loyalty, although it does not significantly affect customer loyalty due to limited features in online shopping. Customer experience positively impacts satisfaction and loyalty, and influences loyalty through consumer satisfaction. Positive sensory, emotional, and social experiences enhance satisfaction and loyalty, which in turn encourages repurchase and word of mouth. A multichannel marketing strategy that prioritizes good customer experience is key to increasing customer loyalty at Omah Sayur.
Understanding Customer Loyalty Through Technology Acceptance and Customer Experience: The Mediating Role of Customer Satisfaction in Multichannel Vegetable Retail Rejeki, Septiadinur; Setiawan, Budi; Isaskar, Riyanti
HABITAT Vol. 37 No. 1 (2026): April
Publisher : Department of Social Economy, Faculty of Agriculture , University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.habitat.2026.037.1.1

Abstract

Purpose: The rapid development of the retail sector driven by digital technology and accelerated by the COVID-19 pandemic has transformed consumer shopping behavior and intensified competition in the retail industry. Retailers are increasingly adopting multichannel marketing strategies by integrating physical and digital channels to meet changing consumer preferences. However, limited studies have examined the role of technology acceptance in shaping customer experience, satisfaction, and loyalty simultaneously within a multichannel context, particularly in vegetable retail businesses. Therefore, this study aims to analyze the influence of technology acceptance on customer experience, satisfaction, and loyalty. Design/Methodology/Approach: This research uses quantitative research methods. The criteria respondents are women have online and offline shopping experience. The data analysis method uses Structural Equation Model (SEM)-PLS with WarpPLS7.0. Findings: The result is acceptance of technology has positive and significant effect on experience, satisfaction and loyalty. However, technology acceptance does not have a positive and insignificant effect on loyalty. Experience has a positive and significant effect on satisfaction and loyalty. Satisfaction has a positive and significant effect on loyalty. Customer experience has a positive and significant effect on loyalty through satisfaction. Originality/Value/Novelty: This study provides new insights by integrating technology acceptance, customer experience, satisfaction, and loyalty within a multichannel vegetable retail context. The findings highlight the importance of technology-supported customer experiences in enhancing satisfaction and fostering customer loyalty in multichannel retail environments.
Co-Authors Budi Setiawan Riyanti Isaskar