ANALISIS CUSTOMER EXPERIENCE DAN POINT OF PURCHASE TERHADAP EFEKTIVITAS STRATEGI OMNICHANNEL MARKETING INDOMARET

Abstrak

Perkembangan digitalisasi yang pesat telah mengubah perilaku konsumen dan mendorong perusahaan ritel seperti Indomaret untuk mengadopsi strategi omnichannel marketing. Strategi ini mengintegrasikan saluran online dan offline guna menciptakan pengalaman berbelanja yang mulus dan konsisten bagi konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh customer experience dan Point of purchase terhadap efektivitas strategi omnichannel marketing Indomaret. Penelitian ini menggunakan desain kuantitatif dengan metode survei terhadap 81 responden yang pernah berbelanja melalui dua atau lebih saluran Indomaret. Instrumen penelitian telah diuji validitas dan reliabilitasnya. Analisis data dilakukan menggunakan regresi linier berganda yang didukung oleh uji asumsi klasik, yaitu uji normalitas, multikolinearitas, dan heteroskedastisitas. Hasil penelitian menunjukkan bahwa customer experience dan Point of purchase berpengaruh positif dan signifikan baik secara parsial maupun simultan terhadap efektivitas strategi omnichannel marketing (R² = 0,683). Artinya, 68,3% variasi efektivitas strategi dapat dijelaskan oleh kedua variabel tersebut. Temuan ini menegaskan pentingnya kualitas pengalaman pelanggan dan integrasi titik pembelian yang baik dalam mendukung keberhasilan strategi omnichannel di industri ritel.

The rapid advancement of digitalization has significantly transformed consumer behavior and compelled retail businesses, such as Indomaret, to adopt omnichannel marketing strategies. This integrated approach combines online and offline channels to provide consumers with a seamless and consistent shopping experience. This study investigates the influence of customer experience and Point of purchase on the effectiveness of Indomaret’s omnichannel marketing strategy. Using a quantitative research design, data were collected from 81 respondents who had previously engaged with Indomaret through two or more channels. Research instruments were tested for validity and reliability. The data were analyzed using multiple linear regression, complemented by classical assumption tests including normality, multicollinearity, and heteroscedasticity. The findings indicate that both customer experience and Point of purchase have a positive and statistically significant effect on the effectiveness of the omnichannel marketing strategy—both individually and simultaneously (R² = 0.683). This suggests that 68.3% of the variance in the strategy's effectiveness can be explained by these two variables. These results highlight the critical role of customer experience quality and cohesive point-of-purchase integration in the success of omnichannel marketing within the retail context.