Application of Omnichannel Experience to Customer Loyalty though WOM Intention in the Beauty Industry: A Conseptual Framework

Mutiara Kusuma  Sari; Arry  Widodo; Nurafni  Rubiyanti; Anita  Silvianita

doi:10.55927/marcopolo.v2i12.12720

Authors

Mutiara Kusuma Sari Fakultas Ekonomi dan Bisnis, Universitas Telkom, Bandung
Arry Widodo Fakultas Ekonomi dan Bisnis, Universitas Telkom, Bandung
Nurafni Rubiyanti Fakultas Ekonomi dan Bisnis, Universitas Telkom, Bandung
Anita Silvianita Fakultas Ekonomi dan Bisnis, Universitas Telkom, Bandung

DOI:

https://doi.org/10.55927/marcopolo.v2i12.12720

Keywords:

Omnichannel Experience, Customer Loyalty, WOM intention

Abstract

This study aims to analyze the effect of implementing an omnichannel experience strategy on customer loyalty with Word of Mouth (WOM) intention as a mediating variable. Customer data processed through various channels helps brands understand consumer preferences and behavior, so they can provide relevant and satisfying experiences. The results are expected to provide strategic insights for the beauty industry in building stronger relationships with customers, as well as increasing WOM intention that contributes to the purchasing decisions of others.

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