ANALISIS KUANTITATIF DIGITAL EXPERIENCE DAN REPURCHASE DECISION DENGAN EMOTIONAL ENGAGEMENT, BRAND NARRRATIVE, OMNICHANNEL ACCESS SEBAGAI MEDIATOR

Rifqi Mustafiddin, Ali Ali, Hadi Ismanto

Abstract


Penelitian ini bertujuan menganalisis pengaruh Digital Experience terhadap Repurchase Decision pelanggan BRILink dengan Emotional Engagement, Brand Narrative, dan Omnichannel Access sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 121 pelanggan BRILink di Jepara yang telah menggunakan layanan lebih dari satu kali, dengan pengumpulan data menggunakan kuesioner skala Likert 10 poin dan analisis SEM-PLS. Hasil penelitian menunjukkan bahwa Digital Experience tidak berpengaruh langsung terhadap Repurchase Decision, serta Brand Narrative tidak mampu memediasi hubungan tersebut secara signifikan. Sementara itu, Emotional Engagement dan Omnichannel Access terbukti berperan sebagai mediator yang signifikan dalam hubungan Digital Experience terhadap Repurchase Decision. Temuan ini menunjukkan bahwa pengalaman digital dapat mendorong penggunaan ulang ketika mampu membangun keterikatan emosional dan memberikan akses layanan yang mudah serta terintegrasi melalui berbagai saluran.

Keywords


Pengalaman Digital; Keterikatan Emosional; Narasi Merek; Akses Omnichannel; Keputusan Pembelian Ulang; Pelanggan BRILink.

Full Text:

PDF

References


Bahri, R. S., Susan, M., & Gunawan, T. (2023). Exploring the influence of omnichannel experience

on trust and repurchase intention in retail companies: Evidence from Indonesia. Journal of

Law and Sustainable Development, 11(2), e631. https://doi.org/10.55908/sdgs.v11i2.631

Both, A., & Steinmann, S. (2023). Customer experiences in omnichannel retail environments: A

thematic literature review. The International Review of Retail, Distribution and Consumer

Research, 33(5), 445-478. https://doi.org/10.1080/09593969.2023.2256491

Chauhan, S., et al. (2022). Customer experience in digital banking: A review and future research

directions. International Journal of Bank Marketing, 40(2), 311-348.

Gupta, R., Kumar, V., Kaushik, A. K., & Das Gupta, D. (2023). Analysing the impact of omni

channel

customer

delight

on

https://doi.org/10.1177/09721509231178969

repurchase

intention.

Vikalpa.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares

Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage.

Kaczorowska, K., Conduit, J., & Goodman, S. (2024). Engaging through storytelling: The interplay

of engagement with a story, cause, and charity. Journal of Brand Management, 31, 265

https://doi.org/10.1057/s41262-023-00343-8

Kwee, E. A. N., & Aruan, D. T. H. (2024). The effect of customer engagement on repurchase

intention among Indonesia’s digital banks. Jurnal Ekonomi dan Bisnis, 27(1), 183-208.

https://doi.org/10.24914/jeb.v27i1.9605

Mavilinda, H. F., Putri, Y. H., & Nazaruddin, A. (2023). Is storytelling marketing effective in building

customer engagement and driving purchase decisions? Jurnal Manajemen Bisnis, 14(2),

-296. https://doi.org/10.18196/mb.v14i2.17830

Natsir, K., Arifin, A. Z., Sadhewa, C. B., Aprilia, D., & Dharsono, S. (2023). Analysis of digital bank

services in Indonesia based on consumer perception. International Journal of Application on

Economics and Business, 1(1). https://doi.org/10.24912/ijaeb.v1i1.307-320

Susanto, S. A., Manek, M. V., Setiawan, R. A., & Mustikasari, F. (2023). Customer experience in

digital banking: The influence of convenience, security, and usefulness on customer

satisfaction and customer loyalty in Indonesia. Devotion: Journal of Research and

Community Service, 4(8), 1671-1685. https://doi.org/10.59188/devotion.v4i8.544

Wulandari, N., De Jager, J. W., & Mahry, S. E. (2024). The driving factors of digital banking intention

and the role of customer experience in Indonesia banking industry. Jurnal Administrasi

Bisnis, 13(1), 10-18. https://doi.org/10.14710/jab.v13i1.59623

Zimand-Sheiner, D. (2026). Four dimensions of brand storytelling: Framework for managing and

analyzing online brand stories. Business & Professional Communication Quarterly, 63(3).

https://doi.org/10.1177/23294884241261362

Ajzen, I. J. H. B. And E. Technologies (2020). "The Theory Of Planned Behavior: Frequently Asked

Questions." 2(4): 314-324.

Ali, A. (2023). Meningkatkan Kinerja Pemasaran Melalui Customer Involvement: Pengembangan

Service Dominant Logic. Jurnal Stie Semarang, 15.

Azzara, N. M., Isbanah, Y., Haryono, N. A., & Nihaya, I. U. J. J. I. M. (2026). Pengaruh digital

financial literacy, peer influence, self-control, dan lifestyle pada saving behavior generasi

z penggemar k-pop di pulau jawa. 572-584.

Anetor, F. O., Et Al. (2020). "The Impact Of Foreign Direct Investment, Foreign Aid And Trade On

Poverty Reduction: Evidence From Sub-Saharan African Countries." 8(1): 1737347.

Astrid M, A. M. (2025). Peran Financial Technology Dalam Meningkatkan Inklusi Keuangan Di

Indonesia: Perspektif Perbankan Syariah, Universitas Islam Negri Palopo.

Bakker, I., Et Al. (2014). "Pleasure, Arousal, Dominance: Mehrabian And Russell Revisited." 33(3):

-421.

Bharti, S. S., Et Al. (2023). "Customer Acceptability Towards AI-Enabled Digital Banking: A PLS-SEM

Approach." 28(4): 779-793.

Both, A., & Steinmann, S. (2023). Customer experiences in omnichannel retail environments: a

thematic literature review. The International Review of Retail, Distribution and Consumer

Research, 33(5), 445-478. https://doi.org/10.1080/09593969.2023.2256491

Chauhan, S., Et Al. (2022). "Customer Experience In Digital Banking: A Review And Future Research

Directions." 14(2): 311-348.

Chauhan, S., Et Al. (2022). "Digitalization Of Supply Chain Management With Industry 4.0 Enabling

Technologies: A Sustainable Perspective." 11(1): 96.

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand

communities: A social media perspective. Journal of Product & Brand Management,

(1), 28-42. DOI: 10.1108/JPBM-06-2014-0635

Diantanti, N. P., Et Al. (2025). "Peran Variasi Menu Dan Harga Terhadap Keputusan Pembelian

Kembali." 23(4).

Dwicahyanto, D. B. (2020). Peran E-Service Quality, Kemudahan, Kepuasan Dalam Membentuk Niat

Beli Ulang Konsumen Lazada. Universitas Negeri Surabaya, 8.

Dwivedi, V. P., Et Al. (2021). "Graph Neural Networks With Learnable Structural And Positional

Representations."

Endang, S. And A. J. J. P. C. H. D. I. S. Hakim (2025). "Service Quality And Customer Commitment

Influence On Satisfaction: The Mediating Role Of Trust." 3(3): 268-276.

Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of

Consumer Research, 31(1), 168-180. DOI: 10.1086/383259

Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi

tesis dan desrtasi ilmu manajemen.

Fang, Y. H., Chiu, C. M., & Wang, E. T. G. (2014). Understanding customers’ satisfaction and

repurchase intentions: An integration of IS success model, trust, and justice. Internet

Research, 24(4), 479-503. DOI: 10.1108/IntR-07-2013-0155

Gao, J., Jiang, X., et al. (2025). Digital customer experience and omnichannel interaction in

financial services. Journal of Retailing and Consumer Services. DOI: belum

tersedia/publish in press.

Gao, W., Et Al. (2025). "Enhancing Omnichannel Customer Experience: From A Customer Journey

Design Perspective." 20(4): 277.

Ghozali, I., Et Al. (2021). "UNDIP." 3(3): 1-15.

Gupta, R., Kumar, V., Kaushik, A. K., & Das Gupta, D. (2023). Analysing the Impact of Omni

channel

Customer

Delight

on

https://doi.org/10.1177/09721509231178969

Repurchase

Intention.

Vikalpa.

Hair, J. F. (2021). A Primer On Partial Least Squares Structural Equation Modeling (PLS

SEM), Sage.

Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social

media

brands.

Journal

of

DOI: 10.1016/j.jbusres.2016.11.015

Business

Research,

,

-609.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention:

A general structural equation model. European Journal of Marketing, 37(11/12), 1762

DOI: 10.1108/03090560310495456

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media:

Conceptualization, scale development and validation. Journal of Interactive Marketing,

(2), 149-165. DOI: 10.1016/j.intmar.2013.12.002

Hossain, R. J. P. J. O. L. And S. Sciences (2024). "Adopting Industry 4.0: A Strategic Solution For

Transforming Smart Bangladesh: Prospective Connections, Opportunities, And

Challenges." 22(1).

Huang, M.-H. And R. T. J. J. O. T. A. O. M. S. Rust (2021). "A Strategic Framework For Artificial

Intelligence In Marketing." 49(1): 30-50.

Indrawati, P. D. J. B. P. R. A. (2020). "Metode Penelitian Manajemen Dan Bisnis Konvergensi

Teknologi Komunikasi Dan Informasi."

Jodiyosa, P., Et Al. (2025). "Customer Satisfaction Mediates Digital Banking Quality And Features

On Reuse Intention: HSBC Indonesia Case." 4(3): 267-278.

Junianingrum, S., Et Al. (2025). "Pelatihan Branding Dan Digital Marketing Untuk Penguatan UMKM

Lokal." 3(2): 22-24.

Khalid, B. J. H. (2024). "Evaluating Customer Perspectives On Omnichannel Shopping Satisfaction

In The Fashion Retail Sector." 10(16).

Lee, Z. W. Y., Chan, T. K. H., Chong, A. Y. L., & Thadani, D. R. (2019). Customer engagement

through omnichannel retailing: The effects of channel integration quality. Industrial

Marketing Management, 77, 90-101. https://doi.org/10.1016/j.indmarman.2018.12.004

Li, Y., Et Al. (2023). NTIRE 2023 Challenge On Efficient Super-Resolution: Methods And Results.

Luin, J. And R. S. J. E.-J. O. U. S. Bahri (2025). "The Effect Of Omnichannel Experience

On Repurchase Intention Through Customer Satisfaction." 5(12): 14785-14799.

Lundqvist, A., Liljander, V., Gummerus, J., & van Riel, A. (2013). The Impact of Storytelling on the

Consumer Brand Experience. Journal of Brand Management, 20(4), 283-297.

Lundqvist, A., Liljander, V., Gummerus, J., & van Riel, A. (2013). The Impact of Storytelling on the

Consumer Brand Experience. Journal of Brand Management, 20(4), 283-297.

Vargo, S. L. And R. F. J. M. T. Lusch (2021). "Inversions Of Service-Dominant Logic." 14(3): 239-

Verhoef, P. C. And K. N. Lemon (2015). Advances In Customer Value Management. Handbook On

Research In Relationship Marketing, Edward Elgar Publishing: 75-103.

Verhoef, P. C., Et Al. (2022). "Omnichannel Retailing: A Consumer Perspective."

Worldbank, S.-S. J. U. H. D. W. O. C. S.-S.-A. (2025). "World Bank Group."

Verhoef, P. C., Et Al. (2023). "Reflections And Predictions On Effects Of COVID-19 Pandemic On

Retailing." 34(2): 274-293.

Yan, C., Et Al. (2023). "Factors Influencing The Adoption Intention Of Using Mobile Financial Service

During The COVID-19 Pandemic: The Role Of Fintech." 30(22): 61271-61289.

Yulida, F., Et Al. (2023). "Customer Experience And Sales Promotion Towards Repurchase

Intention: An Insight Into Jakarta’s Highly Competitive Minimarkets." 4(1): 25-36-25-36.

Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing.

Journal

of

the

Academy

DOI: 10.1007/s11747-020-00749-9

of

Marketing

Science,

(1),

-50.

Kazancoglu, I., & Aydin, H. (2018). An investigation of consumers’ purchase intentions towards

omnichannel shopping. International Journal of Retail & Distribution Management,

(10),

-976.

DOI: 10.1108/IJRDM-04-2018-0074

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the

customer

journey.

DOI: 10.1509/jm.15.0420

Journal

of

Marketing,

(6),

-96.

Lundqvist, A., Liljander, V., Gummerus, J., & van Riel, A. (2013). The impact of storytelling on the

consumer brand experience. Journal of Brand Management, 20(4), 283-297. DOI:

1057/bm.2012.15

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omnichannel

retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing,

(2), 174-181. DOI: 10.1016/j.jretai.2015.02.005




DOI: https://doi.org/10.37479/jimb.v9i2.41412

Refbacks

  • There are currently no refbacks.


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

Alamat Redaksi:

Fakultas Ekonomi Universitas Negeri Gorontalo

Jalan Jenderal Sudirman No. 6 Kota Gorontalo