JEFMS Journal

ABSTRACT:

COVID-19 has plagued the auto industry for the past two years. The automotive ecosystem is currently being hit by problems stemming from three main forces, namely competition, advances in digital technology, and increasingly advanced consumers. With so many choices on the market, it can be difficult to know where to start let alone make the right choice. The answer lies in the omnichannel experience. This study aims to highlight the critical factors for the successful incorporation of an omnichannel strategy. This research is a type of quantitative research to verify the theories that have been made through different tests and information handling. The population used in this research is Daihatsu car consumers at PT. Asco Prima Mobilindo East Java. The sampling technique used in this study was to use a probability sampling technique of 120. The results showed that the ability to provide services in the form of an integrated customer experience through different channels can have a positive impact on the level of car consumer satisfaction or it could be that the company is able to recognize , fulfilling and satisfying consumer needs very well so that consumer expectations and expectations can be achieved. The results of the two studies found that a natural, seamless, and sustainable cross-channel experience felt by car consumers also gave a very positive signal towards increasing the level of satisfaction felt by consumers.

KEYWORDS:

Omnichannel Strategy, Integrated Interaction, Perceived Fluency, Customer Satisfaction

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