Omnichannel quality: the new imperative of purchase intention among fashion retail market

Authors

  • Lisnawati Lisnawati Universitas Pendidikan Indonesia https://orcid.org/0000-0002-8770-9279
  • Ratih Hurriyati Universitas Pendidikan Indonesia
  • Disman Disman Universitas Pendidikan Indonesia
  • Vanessa Gaffar Universitas Pendidikan Indonesia
  • Edi Firdaus Universitas Komputer Indonesia https://orcid.org/0009-0007-2103-3388

DOI:

https://doi.org/10.15549/jeecar.v10i6.1504

Keywords:

Omnichannel Technology, Omnichannel Service Quality, Online-To-Offline (O2O) Business Model

Abstract

The challenge for the new normal era lies in the changing habits of fashion retail consumers after the COVID-19 pandemic. This study investigates how omnichannel service quality influences consumer purchase intention for fashion products in the post-pandemic era. The research method used was verification, with 400 retail fashion SME consumers in Indonesia as respondents during the pandemic. Path analysis was employed as the data analysis technique. The results indicate that the level of omnichannel service quality has a significant impact on purchase intention among fashion retail consumers. Additionally, this study contributes to understanding the dimensions of omnichannel retailing service quality that positively influence purchase intention.

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Published

2023-11-05

How to Cite

Lisnawati, L., Hurriyati, R., Disman, D., Gaffar, V., & Firdaus, E. (2023). Omnichannel quality: the new imperative of purchase intention among fashion retail market. Journal of Eastern European and Central Asian Research (JEECAR), 10(6), 829–839. https://doi.org/10.15549/jeecar.v10i6.1504

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