The Influence of Store Atmosphere, Omnichannel Experience, and Product Variety on Customer Loyalty at FamilyMart Rungkut Madya, Surabaya
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Abstract
The increasingly competitive convenience store business has encouraged FamilyMart to improve the shopping experience to maintain customer loyalty. This study aims to analyze the influence of store atmosphere, omnichannel experience, and product variety on customer loyalty among FamilyMart consumers at Rungkut Madya, Surabaya. A quantitative approach was employed using a survey method through questionnaires distributed to FamilyMart consumers. The study involved 112 respondents selected through purposive sampling. The data were analyzed using Partial Least Squares (PLS). The results indicate that store atmosphere, omnichannel experience, and product variety have a positive and significant effect on customer loyalty. The R-Square value of 0.603 demonstrates that the proposed model explains 60.3% of the variance in customer loyalty, while the remaining 39.7% is explained by other factors outside the research model. These findings indicate that the three factors contribute to strengthening customer loyalty among FamilyMart consumers. Theoretically, this study provides empirical evidence supporting the application of Stimulus-Organism-Response Theory, Seamless Customer Journey Theory, and Assortment Optimizing Theory in explaining customer loyalty in the convenience store sector. Practically, the findings provide valuable insights for FamilyMart Rungkut Madya in developing strategies to strengthen customer loyalty through creating a comfortable store atmosphere, integrating online and offline channels, and providing greater product variety.
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