Application of Omnichannel Strategy and Content Personalization to Customer Loyalty in the Fashion Retail Industry in Makassar

Authors

  • Frans Sudirjo Jurusan Manajemen, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang
  • Siska Jeanete Saununu Universitas Pattimura
  • Taufik Harahapi Politeknik Tunas Pemuda

DOI:

https://doi.org/10.58812/wsis.v2i10.1381

Keywords:

Omnichannel Strategy, Content Personalization, Customer Loyalty, Fashion Retail, Makassar

Abstract

This study explores the impact of an omnichannel strategy and content personalization on customer loyalty in the fashion retail industry in Makassar. Using a quantitative approach, data were collected from 60 respondents through a structured questionnaire and analyzed using SPSS version 26. The study measured the relationships between omnichannel strategy, content personalization, and customer loyalty using a Likert scale (1-5). Results from Pearson correlation and multiple regression analyses indicated significant positive relationships between omnichannel strategy and customer loyalty (r = 0.72, p < 0.01) as well as content personalization and customer loyalty (r = 0.68, p < 0.01). The regression model explained 62% of the variance in customer loyalty, confirming the combined influence of these strategies on fostering customer retention. The findings suggest that fashion retailers in Makassar can enhance customer loyalty by offering seamless omnichannel experiences and personalized content that meets individual preferences.

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Published

2024-10-30

How to Cite

Sudirjo, F., Saununu, S. J., & Harahapi, T. (2024). Application of Omnichannel Strategy and Content Personalization to Customer Loyalty in the Fashion Retail Industry in Makassar. West Science Interdisciplinary Studies, 2(10), 2076–2082. https://doi.org/10.58812/wsis.v2i10.1381

Issue

Vol. 2 No. 10 (2024): West Science Interdisciplinary Studies

Section

Articles

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Copyright (c) 2024 Frans Sudirjo, Siska Jeanete Saununu, Taufik Harahapi

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