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All Journal Jurnal Bisnis dan Manajemen Manajemen Bisnis Kompetensi Jurnal Minds: Manajemen Ide dan Inspirasi JURNAL AKUNTANSI DAN BISNIS : Jurnal Program Studi Akuntansi Scientific Journal of Reflection : Economic, Accounting, Management and Business Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Aptisi Transactions on Management Gema Wiralodra Jurnal Ilmiah Manajemen Kesatuan International Journal of Demos Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal Of Science, Technology & Management (IJSTM) Ilomata International Journal of Management JUDICIOUS: Journal of Management International Journal of Digital Entrepreneurship and Business (IDEB) International Journal of Business, Economics, and Social Development International Journal of Economy, Education and Entrepreneurship (IJE3) Educenter: Jurnal Ilmiah Pendidikan Premium: Insurance Business Journal ADPEBI International Journal of Business and Social Science PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS Journal of Social Science Jurnal Akuntansi Manado (JAIM) International Journal of Economics, Management and Accounting IIJSE International Journal of Economic Research and Financial Accounting International Journal of Management and Business Applied Journal of Management, Economic, and Financial Asian Journal of Social and Humanities JER EDUCENTER JURNAL PENDIDIKAN Siber International Journal of Digital Business International Journal of Economics, Business and Innovation Research
Bahtiar Usman, Bahtiar
Universitas Trisakti
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Journal : Aptisi Transactions on Management

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Omnichannel Strategy and Student Word of Mouth in Higher Education Cicilia Sriliasta; Usman, Bahtiar; Ekasari, Ayu; Rangi, Noah
APTISI Transactions on Management (ATM) Vol 10 No 1 (2026): ATM (APTISI Transactions on Management: January)
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/fpxhae27

Abstract

In the era of digital transformation, Higher Education Institutions (HEIs) face increasing pressure to modernize their service delivery to meet evolving student expectations. While Omnichannel Integration (OCI) has revolutionized customer experiences in retail and banking, its application within the educational sector remains underexplored. This systematic literature review aims to bridge this gap by examining the impact of OCI on Student Engagement and Word-of-Mouth (WoM). Adhering to the PRISMA guidelines, a rigorous screening process was conducted across multiple academic databases, resulting in the analysis of 74 eligible studies published between 2014 and 2024. The thematic analysis identifies four core dimensions of OCI Channel Service Configuration, Content Consistency, Quality Assurance, and Process Consistency. The findings reveal a significant distinction between commercial and educational contexts in HEIs, the integration of physical and digital touchpoints is not merely a logistical upgrade but a strategic necessity for relationship building. Crucially, the review establishes that OCI does not automatically generate advocacy. Instead, the student engagement acts as a vital mediating variable, meaning that seamless integration fosters deeper engagement, which subsequently drives positive WoM. This study contributes to the literature by synthesizing fragmented evidence into a cohesive framework, offering university administrators practical strategies to enhance student retention and institutional reputation through consistent cross channel experiences.
Co-Authors Aditya Wardana, Aditya Adler Manurung Akbar Akbar Amalia, Wilma Anggiani , Sarfilianty Annisa Annisa Aseanty, Deasy Atmaja, Ronaldo Ayu Ekasari Azizah , Kumiko Cicilia Sriliasta Dian Hasanah Fahlevi, Raden Muhamad Rizza Fauziana, Eva Febria Nalurita Haritsman, Egi Haritsman, Egi Hariyadi, Hariyadi Hartini Hermanto Yaputra I Ketut Suyasa Kalambo, Yohanis Leon, Farah Margaretha Lestari, Henny Setyo Listiawati, Listiawati Lucy Warsindah Luki Adiati Pratomo Mahisi, Pratisyara Puspa Widitha Narindra Maulana, Tubagus Rama Mustafa, Matrodji Mustafa, Matroji Mutianingsih, Veronika Nurwanda Wardhayat, Darrel Oki Berliyanti, Dita Palguna, Arya Irawan Putra Ramdhani, Rommy Mochamad Rangi, Noah Rosadi , Barkah Rosalina, Linda Rowena, Janny RR. Ella Evrita Hestiandari Sarfilianty Anggiani, Sarfilianty Silalahi, Andri Dayarana K. Sri Rejeki Syofriza Syofyan, Syofriza Tjen, Yoel Christopher Triyani Triyani Turnip, Dedianto Turnip, Jainal Abidin Valentina Happy Vanesa Wildan Wildan Willy Arafah Winiadi, Nicky Wulan Sari, Wulan Yohanis, Yohanis Yuwono, Daniel