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"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. "

"ABSTRAKDunia ritel mengalami perkembangan pesat dalam beberapa tahun terakhir. Maraknya penggunaan internet berimbas kepada toko ritel offline untuk menawarkan pengalaman berbelanja yang unik dan menyenangkan kepada pengunjungnya. Penelitian ini bertujuan untuk mengetahui pengaruh in-store shopping experience terhadap revisit intention dan positive word of mouth pada JD.ID X-Mart di Jakarta. Selanjutnya, penelitian ini menggunakan pendekatan kuantitatif, khususnya survei dalam bentuk kuesioner dan studi kepustakaan sebagai teknik pengumpulan datanya. Hasil penelitian menunjukkan bahwa in-store shopping experience memiliki pengaruh signifikan, baik terhadap revisit intention, positive word of mouth, maupun revisit intention dan positive word of mouth dalam waktu yang bersamaan.

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ABSTRACTIn-store shopping experience has been used as a focus for retail stores to gain their profitability-whereas the interest towards retail stores has been declining throughout years. This shows an urgency for retail stores to provide a unique in-store shopping experience to their customers. The focus of this study is to analyze the effect of in-store shopping experience towards revisit intention and positive word of mouth at JD.ID X-Mart in Jakarta. This study is using quantitative approach, specifically questionnaire and literature study. The result of this research shows that there is a significant and positive effect between in-store shopping experience towards revisit intention, positive word of mouth, also both revisit intention and positive word of mouth in the same time."

"Pengalaman pelanggan di dalam toko telah menjadi bagian integral dari strategi dan diferensiasi pengecer. Penelitian ini dilakukan dengan tujuan untuk mengetahui hubungan antara sensory perception dan mental imagery yang mempengaruhi behavioral intent dengan anticipatory emotions dan decision confidence sebagai mediasi dalam berbelanja pakaian di toko. Penelitian ini merupakan penelitian kuantitatif dengan menganalisis data yang dikumpulkan dari 139 responden melalui survei. Responden adalah pelanggan retail fashion di Indonesia yang berusia 19 - 35 tahun. Data dalam penelitian ini dianalisis dengan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM)menggunakan SmartPLS. Hasil dalam penelitian ini menunjukkan bahwa ada korelasi yang signifikan antara sensory perception dan mental imagery. Ada pengaruh dari sensory perception, ancitipatory emotions, dan decision confidence terhadap behavioral intent. Anticipatory emotions dipengaruhi oleh sensory perception dan mental imagery. Baik sensory perception dan mental imagery tidak menemukan efek tidak langsung pada behavioral intent. Namun, sensory perception secara tidak langsung memengaruhi behavioral intent melalui anticipatory emotions. Hasil penelitian ini dapat bermanfaat bagi akademisi, manajer, dan penelitian selanjutnya karena dapat menambah wawasan, pengetahuan, serta dapat dijadikan referensi dalam kajian sensory marketing dan mental imagery.

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In-store customer experience has become an integral part of retailers' strategy and differentiation. This research was conducted with the aim of knowing the relationship between sensory perception and mental imagery influencing behavioral intent with anticipatory emotions and decision confidence as mediations in shopping for clothes at the store. This research is a quantitative study by analyzing data collected from 139 respondents through a survey. Respondents were retail fashion customers in Indonesia age 19 - 35 years old. The data in this study were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method using SmartPLS. The results in this study indicate that there is a significant correlation between sensory perception and mental imagery. There was an influence from sensory perception, anticipatory emotion, and decision confidence on behavioral intent. Anticipatory emotion is influenced by sensory perception and mental imagery. Both sensory perception and mental imagery found no indirect effect on behavioral intent. However, sensory perception indirectly influences behavioral intent through anticipatory emotions. The results of this study can be useful for academics, managers, and further research because they can add insight, knowledge, and can be used as a reference in sensory marketing and mental imagery studies."