Pertumbuhan sektor ritel Indonesia menghadapi tantangan akibat pergeseran perilaku konsumen ke belanja online. OH!SOME Indonesia menjadi salah satu ritel populer yang menggabungkan toko online dan offline. Penelitian ini berfokus pada pengalaman di toko offline, mengingat pentingnya memahami bagaimana elemen-elemen pengalaman membentuk kepuasan pelanggan. Dengan pendekatan Stimulus-Organism-Response, penelitian ini menganalisis pengaruh in-store customer experience terhadap in-store customer satisfaction pada Generasi Z yang telah mengunjungi toko OH!SOME dalam tiga bulan terakhir. Sebanyak 310 responden dilibatkan dalam survei, dan data dianalisis menggunakan Structural Equation Modeling (SEM). Hasil menunjukkan bahwa berbagai stimulus, seperti sensory, intellectual (design dan employees), social, dan pragmatic experience, berpengaruh signifikan terhadap in-store shopping dan service experience, yang kemudian membentuk in-store customer experience dan berdampak pada customer satisfaction. Intellectual experience (employees) memiliki pengaruh terbesar dalam model penelitian ini.

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The growth of Indonesia's retail sector faces challenges due to shifting consumer behavior toward online shopping. OH!SOME Indonesia has emerged as a popular retail brand offering both online and offline shopping experiences. This study focuses on the offline store experience, given the importance of understanding how different elements shape in-store customer satisfaction. Using the Stimulus-Organism-Response (SOR) framework, this research examines the impact of in-store customer experience on customer satisfaction among Generation Z who visited OH!SOME's offline store within the past three months. A total of 310 respondents participated in an online survey, and the data were analyzed using Structural Equation Modeling (SEM). The results show that sensory, intellectual (design and employees), social, and pragmatic experiences significantly influence in-store shopping and service experiences, which in turn shape the overall in-store customer experience and ultimately affect customer satisfaction. Among these, intellectual experience (employees) has the strongest influence in the model.