Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)

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Optimizing Omnichannel Retail in Indonesia: The Strong Mediating Role of Best Customer Experience Strategy

Authors
Lilik Indayani1, *, Misti Hariasih1, Ayu Lucy Larassaty1, Dhea Ariesta Putri2, Usmanova Zumrad Islamovna3
1Universitas Muhammadiyah, Sidoarjo, Indonesia
2Universitas Nahdlatul Ulama, Sidoarjo, Indonesia
3Samarkand Institute of Economics and Service, Samarkand, Uzbekistan
*Corresponding author. Email: lilikindayani@umsida.ac.id
Corresponding Author
Lilik Indayani
Available Online 27 April 2023.
DOI
10.2991/978-2-38476-048-0_29How to use a DOI?
Keywords
consumer behavior; fashion clothes; omnichannel retail; customer experience; Indonesia
Abstract

This study aims to determine the role of consumer behavior in purchasing fashion clothes in Indonesia at omnichannel retail based on the best consumer experience strategy. Explanatory quantitative research on 310 omnichannel retail consumers with various fashion brands. Questionnaires were distributed using Non-Probability Random Sampling. The results of the inner and outer modeling on the SEM-PLS statistical test tool show that the mediation effect is very strong on the best customer experience. Various factors forming omnichannel retail such as integration, consumer usability fulfillment, customer orders and smooth distribution have a positive effect on the customer experience. This research contributes to the strategy for the growth and development of the fashion clothes business in Indonesia and provides the best strategy in strengthening brands and customer trust in terms of branding which adds to the sustainability of retail marketing.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
27 April 2023
ISBN
10.2991/978-2-38476-048-0_29
ISSN
2352-5398
DOI
10.2991/978-2-38476-048-0_29How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Lilik Indayani
AU  - Misti Hariasih
AU  - Ayu Lucy Larassaty
AU  - Dhea Ariesta Putri
AU  - Usmanova Zumrad Islamovna
PY  - 2023
DA  - 2023/04/27
TI  - Optimizing Omnichannel Retail in Indonesia: The Strong Mediating Role of Best Customer Experience Strategy
BT  - Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)
PB  - Atlantis Press
SP  - 255
EP  - 262
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-048-0_29
DO  - 10.2991/978-2-38476-048-0_29
ID  - Indayani2023
ER  -