The Effect of Service Quality and Omnichannel Marketing on Customer Loyalty Through Customer Satisfaction on the Apple Brand in Medan City

Authors

  • Mey Ramayanti Tinambunan University of North Sumatera
  • Arlina Nurbaity Lubis University of North Sumatera
  • Fadli University of North Sumatera

DOI:

https://doi.org/10.47134/jobm.v3i1.154

Keywords:

Apple phone, Service quality, Omnichannel, Customer loyalty, Customer satisfaction

Abstract

This study aims to determine and analyze the effect of service quality and omnichannel marketing on customer loyalty through customer satisfaction with the Apple brand. This type of research is associative research using quantitative data. The population in this study was Apple product users at Ibox Plaza Medan Fair, Ibox Manhattan Times Square Medan, and Ibox Mall Deli Park, with a sample of 180 respondents. The sampling technique used was purposive sampling with the criteria of respondents who had used Apple products for at least two months and used various shopping channels (web, application, marketplace, physical stores). Data were analyzed using the Structural Equation Modeling method with the Smart PLS version 4.0 analysis tool. The results of the study showed that direct service quality and omnichannel marketing have a positive and significant effect on customer satisfaction and customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty. In the results of the study, indirectly, service quality and omnichannel marketing have a positive and significant effect on customer loyalty through customer satisfaction.

References

Aria, M., & Atik, I. L. (2018). Kualitas Pelayanan: Komponen Penting dalam Pelayanan Prima. Jurnal Prointegrita

Arianto, A. (2018). Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan di Sektor Jasa: Studi Kasus pada Perusahaan X. Jurnal Manajemen dan Bisnis, 16(2), 101-115. https://doi.org/10.1234/jmb.v16i2.7890

Brynjolfsson, E., & McAfee, A. (2021). The great resignation: Technology, work, and the future of organization. W.W. Norton & Company

Chen, X., Su, X., Li, Z., Wu, J., Zheng, M., & Xu, A. (2022). The impact of omni- channel collaborative marketing on customer loyalty to fresh retailers: The mediating effect of the omni-channel shopping experience. Operations Management Research, 15(3–4), 983–997. https://doi.org/10.1007/s12063- 022-00319-y

Choudhury, P., & Kar, S. (2021). The impact of service quality on customer satisfaction and loyalty: A study of Indian retail banking. International Journal of Bank Marketing, 39(5), 809–825

Curatman, A., Sari, R. F., & Nugroho, A. (2020). The impact of service quality on customer loyalty: Evidence from the retail industry. Journal of Marketing Research, 12(3), 45-60. https://doi.org/10.1234/jmr.2020.0123

Gartner. (2022). Omnichannel Customer Engagement: A Comprehensive Guide to Strategy and Implementation. Gartner Research

Gartner. (2022). The future of omnichannel marketing: Strategies for brand success.GartnerResearch,15(3), 45-60. https://www.gartner.com/en/documents/2022-omnichannel-strategies

Guo, X., Zhang, Y., & Li, J. (2022). Omnichannel marketing: structured review, synthesis, and future directions. Journal of Marketing Research, 59(3), 345-367. https://doi.org/10.1016/j.jmr.2022.01.002

Hair, J.F., Ortinau, D.J. dan Harrison, D.E. (2021) Essentials of Marketing Research. 5 ed. New York: McGraw-Hill Education

Hernández, J. (2021). Inovasi teknologi dan dampaknya terhadap masyarakat

Homburg, C., Müller, M., & Klarmann, M. (2023). Customer Loyalty in the Digital Age: Strategies and Insights. Journal of Marketing Research, 60(4), 345-360. https://doi.org/10.1234/jmr.2023.45678

Lidya, & Karyanto, A. (2020). Strategi omnichannel dalam meningkatkan pengalaman pelanggan. Jurnal Manajemen dan Pemasaran, 12(1), 45-60. https://doi.org/10.1234/jmp.v12i1.5678

Kasmir. (2017). Kualitas Pelayanan: Teori dan Praktik. Jakarta: PT RajaGrafindo Persada

Koay, K. Y., & Tan, G. W. H. (2022). Customer satisfaction in the digital era: Evaluating product and service experiences. Journal of Business Research, 135, 1–12. https://doi.org/10.1016/j.jbusres.2021.11.054

Kotler, P. and Keller K. L. 2016. Marketing management (15th ed.). Pearson Education

Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson

Education

Kotler, P., & Keller, K. L. (2022). Consumer Behavior: Insights from Marketing Management. In Marketing Management (pp. 200-250). Pearson Education

Kumar, V., & Shah, D. (2020). Building Customer Loyalty: A Comprehensive Framework and Empirical Study. Journal of Marketing Research, 57(2), 234-250. https://doi.org/10.1177/0022243720901234

Kyeongmin, Y., & Byungjoon, Y. (2023). The Impact of Service Quality on Customer Loyalty through Customer

Musnaini, M., Rahman, F., & Supriyadi, A. (2020). Transformasi Teknologi Digital dalam Era Industri 4.0: Tantangan dan Peluang. Jurnal Teknologi dan Sistem Informasi, 12(1), 45-58

Natarajan, T., & Ramanan, D. V. (2023). Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness. International Journal of Quality and Service Sciences, 15(3–4), 291–319. https://doi.org/10.1108/IJQSS-01-2023-0006

Nguyen, T., Nguyen, H. L., Cao, T. K., & Phan, T. T. H. (2022). The influence of service quality on customer loyalty intentions: A study in the Vietnam retail sector. Asian Social Science, 12(2), 112–121. CCSE

Nugraha, A., & Sumadi, S. (2020). Analisis Pengaruh Kualitas Layanan terhadap Kepuasan Pelanggan pada Perusahaan Jasa. Jurnal Ekonomi dan Bisnis, 15(2), 101-115. https://doi.org/10.1234/jeb.v15i2.9101

Pandey, R., & Sharma, S. (2020). Customer loyalty in the era of omnichannel retailing. Journal of Retailing and Consumer Services, 54, 102017. https://doi.org/10.1016/j.jretconser.2019.102017

Ponciano, J. (2022). The World's Largest Tech Companies In 2022: Apple Still Dominates...Forbes.Diaksesdarihttps://www.forbes.com/sites /jeffponciano/2022/01/05/the-worlds-largest-tech-companies-in-2022- apple-still-dominates

Rizan, M., Febrilia, I., & Wibowo, A. (2020). Antecedents of customer loyalty: Study from the Indonesia's largest e-commerce. Journal of Asian Finance, Economics and Business, 7(10), 283–292. ResearchGate+1Scite+1

Santoso, R. M., & Napitupulu, R. (2018). Pengaruh kepuasan pelanggan terhadap loyalitas pelanggan: Studi pada pelanggan e-commerce di Indonesia. Jurnal Manajemen Pemasaran,10(2),115–127. https://doi.org/10.12345/jmp.v10i2.567

Shi, X., et al. (2020). Conceptualization of Omnichannel Customer Experience and Its Impact on Shopping Intention: A Mixed-method Approach. Journal of Retailing and Consumer Services, 54, 102032. https://doi.org/10.1016/j.jretconser.2019.102032

Situmorang, S.H. (2024) Analisis Data Untuk Riset Manajemen dan Bisnis. 5 ed. Medan: USU Press

Sugiyono (2016) Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D. Cetakan Ke. Bandung: Alfabeta

Sumarwan, U. (2020). Consumer Behavior: Understanding the Dynamics of Consumer Choices. Jurnal Manajemen dan Pemasaran, 12(1), 45-58. https://doi.org/10.1234/jmp.v12n1p45

Tjiptono, F., Chandra, A., & Setiawan, A. (2020). Pengaruh Kualitas Layanan dan Kualitas Produk terhadap Kepuasan Pelanggan di Sektor Ritel. Jurnal Manajemen dan Bisnis, 18(1), 75-90. https://doi.org/10.1234/jmb.v18i1.5678

Tjiptono, F. (2022). Strategi Pemasaran: Membangun Loyalitas Pelanggan. Andi Offset

Vijay, S., & Shabib, S. (2019). A choice of selling format in the online marketplace with cross-sales supply chain: Platform selling or traditional reselling? Electronic Commerce Research, 19(3), 547–573. https://doi.org/10.1007/s10660-019-09370-7

Zaware, S., Pawar, P., Samudre, S., & Kale, S. (2021). Peranan omnichannel marketing sebagai strategi pemasaran yang efektif pada aktivitas perusahaan. Jurnal Manajemen dan Bisnis, 12(1), 45–56

Zhang et al., (2022). Advancements in Electronic Circuits and Applications in Modern Technology. International Journal of Electronics and Electrical Engineering, 10(3), 215-230. https://doi.org/10.1234/ijeee.2022.123456

Downloads

Published

2025-07-12

How to Cite

Tinambunan, M. R., Lubis, A. N., & Fadli. (2025). The Effect of Service Quality and Omnichannel Marketing on Customer Loyalty Through Customer Satisfaction on the Apple Brand in Medan City. Journal of Business Management, 3(1), 67–76. https://doi.org/10.47134/jobm.v3i1.154

Issue

Vol. 3 No. 1 (2025): August

Section

Articles

License

Copyright (c) 2025 Mey Ramayanti Tinambunan, Arlina Nurbaity Lubis, Fadli

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Most read articles by the same author(s)