Pengaruh Omnichannel Marketing, Customer Experience, dan Perceived Value terhadap Customer Loyalty pada Industri Coffee Shop

Depi Endri; Deka Veronica; Noviperamasari Noviperamasari

doi:10.55606/jimek.v6i3.13396

Authors

Depi Endri Universitas Muhammadiyah Jambi
Deka Veronica Universitas Muhammadiyah Jambi
Noviperamasari Noviperamasari Universitas Muhammadiyah Jambi

DOI:

https://doi.org/10.55606/jimek.v6i3.13396

Keywords:

Coffee Shop, Customer Experience, Customer Loyalty, Omnichannel Marketing, Perceived Value

Abstract

The evolution of digital technology has transformed consumer behavior regarding interactions with the coffee shop industry. Consumers no longer interact with companies solely through physical channels but also via social media, messaging apps, food ordering platforms, online marketplaces, and various other digital channels. This shift compels coffee shops to develop omnichannel marketing strategies capable of delivering a consistent and integrated customer experience. This study aims to analyze the impact of omnichannel marketing, customer experience, and perceived value on customer loyalty within the coffee shop industry. A quantitative approach utilizing a survey method was employed. The respondents consisted of coffee shop consumers who had interacted through both online and offline channels. A sample size of 150 respondents was targeted using purposive sampling. Data collection was conducted via a questionnaire using a five-point Likert scale. Data analysis was performed using IBM SPSS Statistics, encompassing descriptive analysis, validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that omnichannel marketing, customer experience, and perceived value all have a positive and significant impact on customer loyalty. Customer experience emerged as the most dominant factor influencing customer loyalty. Simultaneously, the three independent variables exerted a significant influence on customer loyalty. The findings suggest that customer loyalty in the coffee shop industry can be strengthened through the integration of marketing channels, the creation of a consistent customer experience, and the enhancement of perceived value.

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