empirical study of the effect of behavioral intentions using omnichannel retailing services on consumer happiness L.Lisnawati- S. Sulastri
Universitas Pendidikan Indonesia
Abstract
The challenge of marketing through offline retail during the COVID-19 pandemic has positioned the decline in consumer purchasing power for shopping goods, this has an impact on buying interest in shooping products increasingly competitive. The enactment of regulations restricting the number of offline outlets operating and restricting regulations on shorter operating hours is a challenge for the retail industry. Omnichannel marketing as a solution for companies and consumers in buying and selling goods even though there are various limitations of physical interactions. The adoption of Omnichannel Experience Behavior by consumers is crucial in increasing customer happiness in the retail industry during a pandemic. This study aims to determine how the description and behavior model of acceptance of omnichannel experience technology in efforts to increase customer happiness in the retail industry during the COVID-19 pandemic. The research method used is descriptive and verification. The research population is retail product consumers who buy products through Omnichannel marketing. The research sample was 200 respondents with data analysis techniques using the Structural-Equetional Model.
