The omnichannel effect: Evaluating consumer satisfaction in the wake of e-commerce closure among Bandung's MSMEs

Authors

  • Rahmat Hidayat Universitas Telkom
  • Vanessa Gaffar Universitas Pendidikan Bandung
  • Agus Rahayu Universitas Pendidikan Indonesia
  • Chairul Furqon Universitas Pendidikan Indonesia
  • Leni Cahyani Telkom University
  • Abdurrahman Rahim Thaha Universitas Terbuka https://orcid.org/0000-0003-0238-5648

DOI:

https://doi.org/10.15549/jeecar.v11i5.1708

Keywords:

Omnichannel, Online Interaction Channel, Offline Interaction Channel, Cross Channel Interaction, Experience Value, Customer Satisfaction

Abstract

This research delves into the impact of the government's closure of TikTok shop's online marketing interaction channel on MSMEs, emphasizing the reduction in offline interaction channels and resulting business losses. The study's primary objective is to dissect and assess the multifaceted omnichannel interaction framework, comprising online, offline, and cross channels, and its influence on consumer experience value and satisfaction. Conducted in Bandung, Indonesia, the research engaged 425 participants who interact through various marketing channels. Utilizing the partial least squares path model, the study deduces that while online and cross channels significantly influence experience value and consumer satisfaction, offline channels do not. This insight calls for a reevaluation of the TikTok shop closure decision, considering the profound role of satisfaction in purchasing decisions. The research, however, recognizes its limitations in terms of the temporal scope, analytical methods, and potential for hypothesis refinement. Future studies could broaden the geographic scope to incorporate diverse cities, offering insights shaped by varying local characteristics. Overall, the study contributes to the understanding of omnichannel interactions' effects on consumer satisfaction, presenting a nuanced perspective for academics and practitioners to enhance consumer shopping experiences.

Author Biographies

Rahmat Hidayat, Universitas Telkom

Department of Management, Universitas Pendidikan Indonesia, Indonesia. Department of Digital Marketing, Telkom University, Indonesia

Vanessa Gaffar, Universitas Pendidikan Bandung

Department of Management, Universitas Pendidikan Indonesia, Indonesia

Agus Rahayu, Universitas Pendidikan Indonesia

Department of Management, Universitas Pendidikan Indonesia, Indonesia

Chairul Furqon, Universitas Pendidikan Indonesia

Department of Management, Universitas Pendidikan Indonesia, Indonesia

Leni Cahyani, Telkom University

Departement Of Digital Marketing, Telkom Applied Science School, Telkom University, Indonesia

Abdurrahman Rahim Thaha, Universitas Terbuka

Department of Business Administration, Universitas Terbuka, Indonesia

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Published

2024-10-05

How to Cite

Hidayat, R., Gaffar, V., Rahayu, A., Furqon, C., Cahyani, L., & Thaha, A. R. (2024). The omnichannel effect: Evaluating consumer satisfaction in the wake of e-commerce closure among Bandung’s MSMEs. Journal of Eastern European and Central Asian Research (JEECAR), 11(5), 968–985. https://doi.org/10.15549/jeecar.v11i5.1708