Omnichannel Integration and Seamless Experience in Generation Z Loyalty: Customer Engagement as a Mediator
DOI:
https://doi.org/10.22441/jurnal_mix.2026.v16i3.021Keywords:
Omnichannel Integration, Seamless Experience, Customer Engagement, Customer Loyalty, Generation Z, ErigoAbstract
Objectives: This study examines the effects of Omnichannel Integration and Seamless Experience on Customer Loyalty among Generation Z consumers of Erigo, with Customer Engagement as a mediating variable.
Methodology: This study employed a quantitative explanatory research design using a cross-sectional survey of 250 respondents aged 17–29 who had purchased Erigo products through multiple channels. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0.
Finding: The results show that Omnichannel Integration has a positive and significant effect on Customer Engagement (β = 0.335; p < 0.001) and Customer Loyalty (β = 0.159; p = 0.006). Similarly, Seamless Experience positively and significantly affects Customer Engagement (β = 0.317; p < 0.001) and Customer Loyalty (β = 0.197; p < 0.001). Furthermore, Customer Engagement has a positive and significant effect on Customer Loyalty (β = 0.400; p < 0.001). The results also demonstrate that Customer Engagement plays a mediating role in the relationship between Omnichannel Integration, Seamless Experience, and Customer Loyalty.
Conclusion: This study concludes that Omnichannel Integration and Seamless Experience contribute to enhancing Customer Loyalty, both directly and indirectly through Customer Engagement. Customer Engagement serves as an important mediating mechanism that transforms integrated and seamless omnichannel experiences into stronger customer loyalty. These findings support the Stimulus-Organism-Response (SOR) framework in the context of Generation Z consumers of Erigo.
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