The Effect of Omnichannel Strategy on Customer Loyalty through Customer Experience in KCA (Kredit Cepat Aman) Product at PT. Pegadaian (Persero) Labuhan Deli Sub-Branch

Abstract

The Industry 4.0 era is an era of innovation and prioritizing technology and digitization in carrying out daily activities. This study aims to determine how much influence the omnichannel strategy has on customer loyalty through customer experience in the KCA (KREDIT CEPAT AMAN); Fast Secured Credit product of PT Pegadaian (Persero) Labuhan Deli Sub-Branch. This research is descriptive type research with a quantitative approach. The research sample consisted of 215 KCA customers of PT Pegadaian (Persero) Labuhan Deli Sub-Branch who had made KCA pawns using at least 2 channels. Based on the formulated hypothesis, the entire data analysis was processed using SEM - PLS analysis techniques using SmartPLS 3.0 software. Based on the results of the test, it was found that the exogenous variable (omnichannel strategy) had a positive and significant effect on the endogenous variable (customer loyalty) and the mediating variable (customer experience), the mediating variable (customer experience) had a positive and significant effect on the endogenous variable (customer loyalty). Based on the r-squared value, the exogenous variable (omnichannel strategy) was able to influence the mediating variable (customer experience) by 85.8% and the exogenous variable (omnichannel strategy) was able to influence the endogenous variable (customer loyalty) by 47.7%. Keywords: Omnichannel strategy, Customer Loyalty, Customer Experience.