<![CDATA[Technological developments and changes in consumer behaviour have encouraged the retail industry, including Roya La Tansa Mart, to adopt omnichannel marketing, delivery service, and customer experience strategies to influence consumer repurchase interest. This study analyses the effect of omnichannel marketing, delivery service, and customer experience on repurchase interest at Roya La Tansa Mart Gontor. The approach used in this study is quantitative descriptive to determine the relationship between variables. The study population consisted of all female students of Darussalam Gontor University totalling 1,459 people. The research sample was calculated using the Slovin formula to obtain 314 respondents. The data analysis technique used was multiple regression analysis, with hypothesis testing carried out through the t-test for partial effects and the F-test for simultaneous effects between independent variables on the dependent variable, assuming that other variables are constant. The results of the partial test (t-test) show that each independent variable, namely omnichannel marketing (X1), delivery service (X2), and customer experience (X3), has a significant partial effect on the repurchase interest variable (Y). The simultaneous test (F test) shows the F-count value 4.490 with a significance level of 0.004. Because the significance value of 0.004 <0.05 and F-count (4.490) > F-table (2.60), the null hypothesis (H0) is rejected. This shows that the independent variables simultaneously have a positive and significant effect on the dependent variable. Based on the determination test, the adjusted R square value of 0.806 indicates that variables X1, X2, and X3 together explain 80.6% of the variation in repurchase interest (Y), while the remaining 19.4% is influenced by other variables not included in this research model.]]>
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