Analisis Niat Beli Kembali Produk Tabungan Emas di Pegadaian Dalam Konteks Omnichannel

Romindo Megawati Pasaribu; Senti R.O Pasaribu; Imelda Sitinjak; Herry D.S Pasaribu; Vinsensius Matondang

doi:10.47065/ekuitas.v3i4.1579

Romindo Megawati Pasaribu * Universitas HKBP Nommensen, Medan, Indonesia
Senti R.O Pasaribu Universitas HKBP Nommensen, Medan, Indonesia
Imelda Sitinjak Universitas HKBP Nommensen, Medan, Indonesia
Herry D.S Pasaribu Universitas HKBP Nommensen, Medan, Indonesia
Vinsensius Matondang Politeknik Wilmar Bisnis Indonesia, Deli Serdang, Indonesia

(*) Corresponding Author

DOI: https://doi.org/10.47065/ekuitas.v3i4.1579

Keywords: Channel Integration; Customer Engagement; Repurchase Intention; Omnichannel Marketing

Abstract

Omnichannel is a business model in which its operations and services are integrated in all sales channels owned by the company in one overall system. Omnichannel combines all store marketing channels both online and offline which can make it easier for customers to find information, process, and make decisions in making product purchases. The purpose of this study was to analyze customer engagement as a mediating variable between channel integration quality and repurchase intention on gold savings products at Pegadaian Medan. The sample in this study was 90 respondents and this sampling method used accidental sampling technique. The data analysis method to answer the hypothesis uses SmartPLS 3.0. The results showed (1) Customer engagement in the omnichannel context had a significant effect on repurchase intention, (2) Channel integration in the omnichannel context had no positive and insignificant effect on customer engagement, (3) Channel integration had a positive and significant effect on purchase intention.

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