Work

Omnichannel Retailing and Consumer Decision in Beauty Products: Sociolla’s Experience

Year: 2025

Type: article

Abstract: This study investigates the influence of omnichannel experiences on the repurchase intention of beauty products, with customer satisfaction and trust serving as mediating variables. The study's data were gathered via an online poll of 180 participants in Indonesia. The survey results were examined using Structural Equation Modeling techniques with SmartPLS 3.0. The findings confirm that omnichannel experiences directly influence repurchase intention, customer satisfaction, and trust in the beauty product purchasing process. Furthermore, trust and customer satisfaction mediate The relationship between consumers' repurchase intentions and omnichannel experiences.

Source: Riset

DOI: 10.37641/riset.v7i1.2606

Authors: Nathasya Fernanda, Wahyudi Wibowo, Purnomohadi Sutedjo

Institution: Universitas Katolik Widya Mandala Surabaya

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4408911410

FWCI:

Cites:

Cited by:

Related to: 10