LITERATURE REVIEW: PENGARUH OMNICHANNEL EXPERIENCE DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION PADA KONSUMEN RITEL MODERN DI INDONESIA
DOI:
https://doi.org/10.65244/jggeconomic.v2i2.759Keywords:
Pengalaman Omnichannel, Kualitas Layanan, Kepuasan PelangganAbstract
Penelitian ini dilatarbelakangi oleh inkonsistensi temuan penelitian sebelumnya terkait hubungan omnichannel experience dan customer satisfaction. Penelitian ini bertujuan mengkaji pengaruh omnichannel experience dan service quality terhadap customer satisfaction pada ritel modern di Indonesia menggunakan metode kualitatif melalui Systematic Literature Review (SLR). Data diperoleh dari jurnal ilmiah dan buku melalui tahapan identifikasi, seleksi, ekstraksi, sintesis, dan penarikan kesimpulan. Hasil menunjukkan bahwa omnichannel experience dan service quality masing-masing berpengaruh positif dan signifikan terhadap kepuasan konsumen. Secara simultan, keduanya menjadi faktor utama dalam meningkatkan kepuasan konsumen ritel modern.
Downloads
References
Akbar, M., & Situmorang, I. (2021). Pengaruh perceived value terhadap loyalitas dengan variabel kepuasan konsumen sebagai variabel moderasi pada UMKM di Sumatera Utara, 5(2), 203–211.
Akbarina, F. (2025). Omnichannel marketing strategy and its impact on customer satisfaction in retail. International Journal of Economic Literature, 2(12), 2031–2044. https://doi.org/https://doi.org/10.5281/zenodo.17262953
Alfajri, D. R., Pratama, I. A., Said, S., & Atiah, I. N. (2026). Revisiting Food Purchasing Intention Determinants: Strategic Roles Of Social Media Promotion And Halal Labelling. Airlangga Journal Of Innovation Management, 7(01), 1-19.
Apriani, D. (2022). Pengaruh kualitas pelayanan terhadap kepuasan konsumen (survei pada konsumen The Little A Coffee Shop dikota Sidoarjo). Scientific Journal Of Reflection : Economic, Accounting, Management and Business, 3(3), 128.
Asri, A. S., Prabawani, B., Farida, N., Bisnis, D. A., & Diponegoro, U. (2025). Experience terhadap customer loyalty dengan customer satisfaction sebagai variabel intervening (studi pada pengguna Telkomsel prabayar di DKI Jakarta). Jurnal Ilmu Administrasi Bisnis, 14(3), 1206–1218. https://doi.org/https://doi.org/10.15549/jeecar.v11i5.1708
Bahri, R. S., Susan, M., & Gunawan, T. (2023). Exploring the influence of omnichannel experience on trust and repurchase intention in retail companies: evidence from Indonesia. Journal of Law and Sustainable Development, 11, 1–24.
Balbín Buckley, J. A., & Marquina Feldman, P. S. (2024). Effects of channel integration on the omnichannel customer experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2364841
Dewi, J. (2023). Consumer behavior shifting in the era of disruption in Indonesia. International Journal of Professional Business Review, 8(April), 1–15. https://doi.org/https://doi.org/10.26668/businessreview/2023.v8i7.2847
Fernando, A., Siagian, S. L., Muthia, T. I., & Setiowati, R. (2025). The role of omni-channel integration in driving customer satisfaction and loyalty in Indonesia e-commerce. Dinasti International Journal of Education Management and Social Science, 7(1), 1087–1097.
Fernando, K., & Christiarini, R. (2025). Transforming Indonesia’s omnichannel e-commerce strategy:driving consumer channel choice in the digital shopping era. Jurnal Ilmiah Manajemen Kesatuan, 13(6), 4625–4638. https://doi.org/10.37641/jimkes.v13i6.3963
Gerald, E., Prakasa, H., & Wandebori, H. (2024). Review analysis of digital transformation on consumer behavior for shopping in offline and online store (case study: UNIQLO Indonesia). International Journal of Current Science Research, 07(01), 20–34. https://doi.org/10.47191/ijcsrr/V7-i1-03
Gusti, G. P., & Da, H. (2023). Digital commerce transformation: a study on the impact of e-money, e-wallet, and e-commerce ose on consumer and financial behavior. Malaysian E Commerce Journal, 7(1), 50–53. https://doi.org/10.26480/mecj.01.2023.50.53
Handoko, B. (2017). Pengaruh promosi, harga dan kualitas pelayanan terhadap kepuasan konsumen pada Titipan Kilat JNE Medan. Jurnal Ilmiah Manajemen Dan Bisnis, 18(1), 61–72. https://doi.org/10.30596/jimb.v18i1.1098
Hidayat, R., Gaffar, V., Rahayu, A., Furqon, C., Cahyani, L., & Thaha, A. R. (2024). The omnichannel effect: Evaluating consumer satisfaction in the wake of e-commerce closure among Bandung’s MSMEs. Journal of Eastern European and Central Asian Research (JEECAR), 11(5), 968–985. https://doi.org/10.15549/jeecar.v11i5.1708
Ismawan, M. A., Pratama, I. A., & Saputra, R. (2025). Analisis kelayakan bisnis dengan pendekatan ekonomi teknik usaha angkringan (studi kasus Angkringan 86 Forum Komunikasi Pemuda Pangkat, Tangerang, Banten). Jurnal Inkofar, 8(2).
Kotler, & Keller. (2021). Manajemen Pemasaran (2nd ed.).
Kotler, P. (2008). Prinsip-prinsip pemasaran (12th ed.). Erlangga.
Latief, F., Dirwan, & Rizal, F. (2024). The evolution of consumer behavior in the digital era and its implications for marketing strategies, 2(1), 304–316.
Loo, P. (2020). Pengaruh kualitas pelayanan dan fasilitas kesehatan terhadap kepuasan pasien BPJS pada RS. Insani Stabat. Jurnal Doktor Manajemen (JDM), 3(1), 1. https://doi.org/10.22441/jdm.v3i1.10140
Meisaroh, F. (2025). Strategi meningkatkan service quality melalui omnichannel experience di IKEA Ciputra World Surabaya, 4(2), 3599–3607.
Nadia, R., Azura, I., Jannati, J., & Maihani, S. (2025). Strategi transformasi digital ritel tradisional dalam adaptasi terhadap ekonomi digital. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(5), 3327–3334. https://doi.org/10.35870/jemsi.v11i5.4566
Parasuraman, Z. (2022). Pengaruh kualitas pelayanan terhadap kepuasan konsumen (studi pada konsumen “Warung Bek Mu 2” Banjaranyar Paciran Lamongan). Pemasaran Jasa, 1(1), 15.
Permana, H., & Djatmiko, T. (2018). Analisis pengaruh kualitas layanan elektronik (e-service quality) terhadap kepuasan pelanggan Shopee di Bandung. Sosiohumanitas, XX(2), 201–215.
Pratama, I. A., Asa, S. A., Irwin, M., & Ferdaus, N. N. (2025). Analisis Pengaruh TPT dan IPM Terhadap Jumlah Penduduk Miskin. PESHUM: Jurnal Pendidikan, Sosial dan Humaniora, 4(3), 3859-3866.
Pratama, I. A., Mukhsin, M., & Suhartini, N. (2025). Mengurai Kontribusi Keuangan Syariah Terhadap Pertumbuhan Ekonomi Dengan Inflasi Sebagai Mediator. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 10(2).
Pratama, I. A. (2025). Inovasi Pemanfaatan Kain Perca Ulos Sebagai Pelestarian Budaya Batak Dalam Menghadapi Bonus Demografin 2045 (Studi Kasus Kampung uLos Hutaraja, Kabupaten Samosir). J-ABDI: Jurnal Pengabdian kepada Masyarakat, 5 (1), 77-90.
Putra, Y., & Sobari, N. (2024). Effect of omnichannel implementation on service quality, customer satisfaction and perceived value in Indonesian restaurant. Indonesian Journal of Business and Entrepreneurship, 10(1), 108–118. https://doi.org/http://dx.doi.org/10.17358/IJBE.10.1.108
Reza Nurul Ichsan, A. K. (2021). Kualitas pelayanan terhadap kepuasan nasabah PT. Jasa Raharja Medan. Jurnal Penelitian Pendidikan Sosial Humaniora, 6(1), 1–4.
Rohaeni, H., & Marwa, N. (2018). Kepuasan pelanggan. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, 1(6), 755–764.
Suriansha, R. (2021). Omnichannel marketing. Journal of Economics and Business UBS, 10(2), 214–227.
Tomas, A., & Fitriningrum, A. (2022). Pengaruh omnichannel integration quality terhadap customer satisfaction yang dimediasi oleh omnichannel perceived value pada pelanggan Klikindomaret (studi empiris: konsumen Klikindomaret di Jabodetabek). Journal of Business & Applied Management, 15(1), 071. https://doi.org/10.30813/jbam.v15i1.3457
Utami, V., Zaidane, A., Riandha, M., Rahardjo, N., Fauziah, N., Tauhid, T., & Alfareza, M. (2025). Omnichannel Experience, (43123010246).
Vicky Dzaky Cahaya Putra, & Ifan Wicaksana Siregar. (2026). Consumer behavior in the era of digital transformation: A global research perspective. International Journal of Economics Accounting and Management, 2(5), 506–514. https://doi.org/10.60076/ijeam.v2i5.1786
Wafa, H., & Nisa, P. (2026). Pengaruh omnichannel retailing terhadap customer retention melalui customer satisfaction dan customer engagement dimoderasi man machine collaboration. Jurnal Sains Ekonomi Dan Edukasi, 3(3), 411–441.
Wahyuni, N., & Kurniawati, K. (2023). The effect of omni-channel channels on customer satisfaction in retail fashion in Indonesia. International Journal of Application on Economics and Business, 1(2), 586–598. https://doi.org/10.24912/v1i2.586-598
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Journal of Golden Generation Economic
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with Journal of Golden Generation Economic agree to the following terms:
- Authors retain copyright and grant the Journal of Golden Generation Economic right of first publication with the work simultaneously This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
