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All Journal AKSIOMA : Jurnal Sains Ekonomi dan Edukasi
Wafa, Husna El
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Omnichannel Retailing terhadap Customer Retention melalui Customer Satisfaction dan Customer Engagement Dimoderasi Man Machine Collaboration Wafa, Husna El; Nisa, Puspita Chairun
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 3 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i3.2461

Abstract

This study analyzes the impact of omnichannel retailing on customer retention, focusing on customer satisfaction and engagement as mediators, and the role of man-machine collaboration as a moderator. Utilizing a quantitative approach and PLS-SEM on Sociolla customers, findings reveal that omnichannel retailing significantly enhances customer satisfaction and engagement but does not directly affect customer retention. Customer satisfaction positively influences retention, while engagement does not. The mediation analysis confirms customer satisfaction's role in linking omnichannel retailing with retention, while man-machine collaboration does not moderate this relationship. Overall, omnichannel strategies are most effective in boosting customer satisfaction, which indirectly supports customer retention.
Co-Authors Nisa, Puspita Chairun