Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 7 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

THE INTEGRATION OF OMNICHANNEL DIGITAL MARKETING ON REPURCHASE INTENTION OF COFFEE PRODUCTS THROUGH CUSTOMER SATISFACTION MEDIATION

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  • Nisrina Salsabila,
  • Ika Diyah Candra
Nisrina Salsabila
Universitas Negeri Surabaya
Ika Diyah Candra
Universitas Negeri Surabaya
DOI: https://doi.org/10.2238/skd1m854

Published 2026-06-24

Keywords

  • Omnichannel Digital Marketing; Customer Satisfaction; Repurchase Intention; PLS-SEM

How to Cite

THE INTEGRATION OF OMNICHANNEL DIGITAL MARKETING ON REPURCHASE INTENTION OF COFFEE PRODUCTS THROUGH CUSTOMER SATISFACTION MEDIATION. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(7). https://doi.org/10.2238/skd1m854

Abstract

Studi ini bertujuan untuk menganalisis pengaruh integrasi pemasaran digital omnichannel terhadap niat pembelian kembali, dengan kepuasan pelanggan sebagai variabel mediasi di antara konsumen Fore Coffee. Pendekatan kuantitatif digunakan dengan menggunakan purposive sampling, dengan data dikumpulkan melalui kuesioner skala Likert online dan dianalisis menggunakan PLS-SEM dengan SmartPLS 4.0. Temuan menunjukkan bahwa integrasi pemasaran digital omnichannel memiliki pengaruh positif yang signifikan terhadap kepuasan pelanggan dan niat pembelian kembali. Kepuasan pelanggan juga memiliki pengaruh positif yang signifikan terhadap niat pembelian kembali dan memediasi hubungan antara integrasi pemasaran digital omnichannel dan niat pembelian kembali. Hasil ini menyoroti pentingnya mengintegrasikan saluran pemasaran digital untuk meningkatkan kepuasan pelanggan dan mendorong pembelian berulang di antara konsumen Fore Coffee.
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