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Abstract

Purpose: This study examines the effect of omnichannel strategy on consumer loyalty, both directly and indirectly through customer satisfaction as a mediating variable, in the beauty and wellness industry.


Research Method: This study employs a quantitative approach using a survey. Data were collected through questionnaires distributed to consumers who had transacted through at least two different shopping channels of the same beauty and wellness brand. The data were analyzed using Structural Equation Modeling with Partial Least Squares (PLS-SEM).


Results and Discussion: The findings indicate that omnichannel strategy has a positive and significant effect on both customer satisfaction and consumer loyalty. Customer satisfaction also has a positive and significant effect on consumer loyalty and significantly mediates the relationship between omnichannel strategy and consumer loyalty. These findings suggest that effective integration across shopping channels creates a more seamless customer experience, enhancing satisfaction and, in turn, strengthening consumer loyalty.


Implications: The findings suggest that beauty and wellness businesses should prioritize channel integration by improving the synchronization of promotions, product and service information, and customer interactions across online and offline channels. Such integration can enhance customer satisfaction and foster longer-term consumer loyalty.


Originality: This study contributes to the omnichannel literature by demonstrating the mediating role of customer satisfaction in the relationship between omnichannel strategy and consumer loyalty in the beauty and wellness industry, providing evidence of how seamless channel integration translates into customer-based outcomes.

Keywords

Omnichannel Customer Satisfaction Loyalty Consumers Beauty and Wellness

Article Details

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

How to Cite
Budianto, I. R. D., Listiorini, D., Hutabarat, A. S., & Yulianah, Y. (2026). Omnichannel Strategy on Consumer Loyalty: The Mediating Role of Customer Satisfaction in the Beauty and Wellness Industry. Advances in Human Resource Management Research, 4(3), 551–571. https://doi.org/10.60079/ahrmr.v4i3.982
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