The Influence of Channel Integration Quality and Personalization on Continuance Intention Through Customer Experience in Alfagift Omnichannel Services

Description

This study examines the influence of Channel Integration Quality and Personalization on Continuance Intention through Customer Experience among Alfagift users in Indonesia. The research applies the Stimulus-Organism-Response Model framework to analyze consumer behavior in omnichannel retailing.

Steps to reproduce

This study uses a quantitative research design to examine the relationships between channel integration quality, personalization, customer experience, and continuance intention in the Alfagift omnichannel platform. A quantitative approach is suitable because it allows the hypotheses within the S-O-R framework to be tested statistically using structured survey data. The population consists of Indonesian consumers who have used the Alfagift application and conducted at least one omnichannel transaction involving both the application and an Alfamart physical store. Purposive sampling is applied with the criteria that respondents must have used Alfagift within the last six months, conducted cross-channel transactions, and be at least 17 years old. Based on PLS-SEM recommendations, this study targets a minimum of 200 respondents to ensure sufficient statistical power.

Institutions

• Binus University

  Jakarta, Jakarta

Categories

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