The Path to Brand Love: How Omnichannel Integration Shapes Gen Z Consumer Engagement

Authors

  • Pipit Buana Sari Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Sumatera Utara, North Sumatera, Indonesia
  • Paham Ginting Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Sumatera Utara, North Sumatera, Indonesia
  • Arlina Nurbaity Lubis Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Sumatera Utara, North Sumatera, Indonesia
  • Syafrizal Helmi Situmorang Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Sumatera Utara, North Sumatera, Indonesia

DOI:

https://doi.org/10.32479/irmm.18310

Keywords:

Omnichannel Integrated Quality, Customer Engagement, Brand Love

Abstract

Omnichannel retail is the new retail norm, combining seamless interactions between online and offline for both retailers and consumers. While the impact of omnichannel retail on business is increasingly recognized, there remains a significant gap between customer expectations and what retailers offer in terms of omnichannel capabilities. Based on the Stimulus-Organism-Response (S-O-R) model, this study explores the brand love behavior of Generation Z in quality and integrated omnichannel retail. A quantitative approach was adopted through a self-administered questionnaire. A total of 301 consumers were sampled, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that omnichannel integrated quality, including elements such as integrated interaction quality, fulfillment, efficiency, and responsiveness, positively influences customer engagement, while customer engagement (CE) positively affects brand love (BL) among Generation Z. This study thus confirms the mediating effect of CE (O) between OIQ (S) and BL (R). This underscores the importance of quality omnichannel integration in engaging consumers, which in turn enhances brand love among Generation Z.

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Published

2025-06-23

How to Cite

Sari, P. B., Ginting, P., Lubis, A. N., & Situmorang, S. H. (2025). The Path to Brand Love: How Omnichannel Integration Shapes Gen Z Consumer Engagement. International Review of Management and Marketing, 15(4), 181–192. https://doi.org/10.32479/irmm.18310

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