JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Integrasi Kepercayaan Digital dan Pengalaman Phygital dalam Pengalaman Pelanggan Omnichannel: Suatu Kajian Literatur Sistematis

Deny Ariyanto (Unknown)
Nur Afifah (Unknown)
Mustaruddin (Unknown)
Titik Rosnani (Unknown)

Article Info

Publish Date
19 Jun 2026

Abstract

This study systematically reviews the literature on omnichannel customer experience, digital trust, and phygital experience, which have become increasingly important in digital retail environments. The objective is to identify dominant themes, theoretical foundations, research trends, and future directions. Using the PRISMA protocol, 62 Scopus-indexed articles published between 2016 and 2025 were analyzed through thematic analysis. The findings indicate that customer experience remains the dominant theme, while digital trust and phygital experience are emerging research areas. The review highlights the growing role of AI and AR in omnichannel environments and provides insights for developing customer-centered strategies and future research agendas. Keywords: Omnichannel Customer Experience;  Digital Trust; Phygital Experience;  Customer Engagement; Channel Integration; Customer Loyalty

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...