Omnichannel Integration Quality, Perceived Personalization, dan Online ‎Customer Experience: Dampaknya terhadap Perceived Brand Authenticity ‎dan Brand Loyalty

David Pranata Pakpahan; Fadli; Muhammad Dharma Tuah Putra Nasution

doi:10.61579/future.v4i1.733

Authors

David Pranata Pakpahan Magister Ilmu Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Sumatera Utara, Indonesia
Fadli Magister Ilmu Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Sumatera Utara, Indonesia
Muhammad Dharma Tuah Putra Nasution Magister Ilmu Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Sumatera Utara, Indonesia

DOI:

https://doi.org/10.61579/future.v4i1.733

Keywords:

Kualitas Integrasi omnichannel, Personalisasi Pengalaman, Pengalaman Pelanggan Online, Keaslian Merek, Loyalitas Merek.

Abstract

Penelitian ini menjelaskan bagaimana kualitas integrasi saluran (omnichannel integration ‎quality/OIQ) dan persepsi personalisasi (perceived personalization/PP) membentuk pengalaman ‎pelanggan daring (online customer experience/OCE), yang pada gilirannya menumbuhkan persepsi ‎keotentikan merek (perceived brand authenticity/PBA) dan loyalitas merek (brand loyalty/BL) pada ‎konteks ritel omnichannel. Model yang diajukan memposisikan OIQ dan PP sebagai anteseden, OCE ‎sebagai mekanisme psikologis yang menyalurkan dampak hulu ke hilir, serta PBA sebagai jembatan ‎makna menuju loyalitas. Penelitian ini menggunakan konstruk yang telah tervalidasi dan menetapkan ‎rencana pengujian dengan pendekatan PLS-SEM, termasuk evaluasi reliabilitas dan validitas, ‎pengendalian bias metode umum, serta uji invariansi pengukuran antarsegmen. Secara teoretis, studi ‎ini menempatkan OCE sebagai penghubung antara integrasi kanal dan personalisasi dengan ‎pembentukan keotentikan merek, serta mengonsolidasikan peran PBA dalam menjelaskan transisi ‎dari pengalaman ke perilaku loyal. Secara manajerial, temuan yang diharapkan menekankan ‎pentingnya integrasi informasi dan proses yang konsisten di semua kanal serta personalisasi yang ‎transparan dan memberi kendali kepada pelanggan, sehingga pengalaman lebih relevan, persepsi ‎autentisitas meningkat, dan loyalitas dapat dipupuk secara berkelanjutan.‎

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