International Journal of Engineering Business

and Social Science

Vol. 1 No. 05, Mei 2023, pages: 340-352

e-ISSN: 2980-4108, p-ISSN: 2980-4272

https://ijebss.ph/index.php/ijebss

340

The Effect of Omnichannel Integration Quality on Purchase

Intention Mediated by Consumer Trust in Surakarta

Nina Sri Lestari

, Sidiq Pernomo Nugroho

1,2

Universitas Muhammadiyah Surakarta

Email: b10[email protected].id, sp1[email protected]

Submitted: 08-03-2023 Revised: 12-03-2023, Publication: 03-04-2023

Keywords

Abstract

Service Channel

Configuration, Integrated

Interaction,

Consumer Confidence,

Purchase Intention

This research is related to Omnichannel integration quality and purchase intention and

consumer trust. This study aims to determine the influence of Omnichannel integration

quality on purchase intentions mediated by coffee consumer confidence in Surakarta.

This research uses causal quantitative research. The population of this study was all

coffee consumers at Cafe Surakarta with an unlimited number of population and a total

sample of 100 respondents. The sampling technique uses accidental sampling. The

results of the study show that the configuration of service channels has a significant

positive effect on purchase intentions. Service channels have a significant positive effect

on consumer confidence. Configuration of service channels has a significant positive

effect on purchase intentions mediated by consumer trust. Integrated interaction has no

significant negative effect on purchase intention. Integrated interactions affect consumer

trust. Integrated interactions have a significant positive effect on purchase intentions

mediated by consumer trust.

for possible open access publication

under the terms and conditions of the Creative Commons Attribution (CC BY SA)

license (https://creativecommons.org/licenses/by-sa/4.0/).

1. Introduction

The development of the culinary business is increasing so that a creative and innovative marketing strategy

is needed to create a variety of product menus, prices, service quality and promotion strategies in the face of

competition. Famous culinary actors are currently in the business of marketing culinary coffee so that many business

people or entrepreneurs are interested in getting into this business. The phenomenon occurs at this time is the style of

young people in association to meet and chat in a relaxed atmosphere by providing various coffee drinks. The

phenomenon that occurs nowadays is about the style of young people in socializing with their friends in a relaxed

atmosphere while drinking coffee. Business people in response to this phenomenon provide these needs by providing

coffee shops in the Surakarta City area. This happens because of the lifestyle of young people who are interested in

places to hang out where they can eat and drink but to take pictures with affordable menu prices, as well as optimal

service such as a clean and comfortable environment rather than taste, in addition to the culture of drinking coffee and

hanging out in cafes. are two things that are very attached to the generation of young people, especially in the school

or campus area. The culture of drinking coffee and hanging out has become a new lifestyle for the younger generation

due to the influence of friends, the lifestyle of consumers who want to enjoy a comfortable coffee shop atmosphere

and the lifestyle of consumers who want to take selfies with Instagramable coffee shop designs.

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Purchasing decisions, namely the mental attitude of buyers to consume services and products that have been

utilized, customers feel fulfilled with the assumption that the energy and products consumed are in accordance with

the wishes of the buyer (Kuswati et al., 2021). From this, it can be seen very well that the purchase choice cycle can

be affected by different variables. One of the variables that influence purchase intention is Omnichannel. Omnichannel

is consolidating all store advertising channels on the web or offline, making it easier for buyers to get data, cycles, and

make choices in buying goods (Pasaribu dkk., 2022).

Business actors in running a business need to implement proper marketing so as to implement a marketing

strategy. Currently, the internet is one of the tools that can make it easier for someone to start a business and trade.

People's shopping habits have shifted from traditional shopping to the Internet as the world changes. Consumer

response to these items can also be obtained through digital marketing in the form of testimonials or comments on

posts. This can improve communication and develop customer connections.

Omnichannel is a plan of action in which tasks and administration are coordinated across all supply channels

an organization has in one common framework. Multichannel is a combination of all business marketing channels that

are on the web or offline in a coordinated manner with each other fully aimed at making it easier for buyers to track

data, rotate, and pursue choices in buying goods. The omni-divert exposure methodology in gold reserve fund items to

suit the ongoing shopper status in the modern 4.0 era. Essential administration of multiple access channels and buyer

touchpoints, with the end goal to improve buyer experience across channels and through-channel execution

The service channel is an instrument of blending/mixing in the service section and related transport channels

(Sousa and Voss, 2006). The service aspect consists of determining administrative channels and directing

administration channel arrangements. Channel administration relies on the buyer selecting an elective channel who is

fully intent on getting the job done through the individual channel. Channel administration setup by empowering

shoppers to manage online and offline. The directness of the administrative channel design refers to the motivation

behind knowing the existence of the channels and the services available.

Omnichannel namely, the retail strategy of combining (integrating) several channels allows consumers to

jointly take advantage of all online and offline retail channels when shopping (Bahri, 2020). User Omnichannel

becoming increasingly competitive, retailers need to learn quickly from consumers and meet their needs. Strategies

that encourage consumer interaction (providing content and reviews), use cross-channel integration to share

information, and deploy data analytics to gain consumer insights can help provide differentiation (Cattrall dan Castello,

2022).

Omnichannel namely one of the most important retail revolutions in recent years, impacting various fields,

such as marketing, retail, communication, or information systems. Omni-channel marketing refers to a brand strategy

that integrates all available channels to create a seamless shopping experience that enhances convenience and

engagement during the consumer journey (Mosquera, 2017).

Research conducted by Singla, Medina dan Gonzales (2022) states that there is a positive influence from all

factors on consumer purchase intentions in retail omnichannel. Likewise in research conducted by Sugesti dkk., (2019)

which stated that the impact of omnichannel marketing was on customers' buying interest in gold savings products.

Research by Pasaribu et al., (2022) which revealed that (1) the setup factors of help channels and coordinated

channels fundamentally affect trust; (2) administrative channel design basically affects purchasing objectives, (3) but

the combined collaboration variables influence purchasing objectives. (4) Trust equally intervenes in the design of the

helpline as well as the coordinated existence of the purchase objective. Proper and hypothetical commitments are

examined in this exploratory conversation. Trust as "the buyer's unshakable belief in the quality and honesty of the

retailer. trust as a complex idea with three parts that define the dependability view: skills (the ability of the organization

to perform tasks correctly and reliably), capacity (care and inspiration to act in view of legitimate concerns) towards

customers) and honesty (sincerity and paying attention to guarantees) Appreciating virtue (Rahmawati and Setyawan,

2021).

Trust is described as the readiness of a party to be powerless over the activities of another party in the notion

that the other party will take specific steps that are important to the giver of trust, regardless of his capacity to filter or

control the other party (Permatasari dan Nugroho, 2022). Product visuals based on the origin of the product, as well as

information about the product or brand, can evoke the trust function. Confidence can be seen as a technique for

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reducing and avoiding uncertainty in the future. The gains from trust can be used to justify rejecting short-term

decisions in favor of long-term rewards established by current decisions.

Based on the description of the background above, it was found that there was a gap in the results of previous

research regardingOmnichannel Integration Quality andtruston Purchase Intentions. So, researchers want to do tests

related to these variables to find out and clarify whether there is a relationship to these variables or not. Therefore, the

main issues are formulated, namely: 1) does the configuration of service channels have an influence on purchase

intentions; 2) whether the configuration of service channels has an influence on consumer confidence; 3) does the

service channel configuration affect purchase intention mediated by consumer trust. 4) does integrated interaction

affect purchase intention, 5) does integrated interaction affect consumer trust, 6) does integrated interaction affect

purchase intention mediated by consumer trust.

The aims of the research are to: 1) find out that service channel configuration has an effect on purchase

intention, 2) find out service channel configuration has an effect on consumer trust, 3) find out service channel

configuration has an effect on purchase intention mediated by consumer trust. 4) knowing that integrated interaction

has an effect on purchase intention, 5) knowing that integrated interaction has an effect on consumer trust, 6) knowing

that integrated interaction has an effect on Purchase Intentions mediated by consumer trust.

Theoretical Background and Hypothesis Development

1. Purchase Intent

Purchase intention, namely the decision made by consumers to determine whether to buy the product or not

(Kotler, 2017). Purchase intention is a process in the basic psychology of consumers in an effort to carry out an

important role that aims to understand consumers correctly when making buying decisions (Prakosa dan Tjahjaningsih,

2021). Purchase intention is a decision that consumers make in determining the appropriate choice they want or need

at what time it is done, where it is and how it chooses (Paramita, Ali dan Dwikoco, 2022).

The indicators of purchase intention are: (Pasaribu dkk., 2022)

1. Transactional interest, or inclination to buy an item.

2. Reference interest, or insider propensity to make references to others.

3. Preferential interest, or interest, namely how the behavior of someone who has a strong preference for a product,

cannot be replaced until something negative happens to a particular product.

4. Explorative Interests. This desire is for people to identify a product they want and examine the evidence supporting

the superior characteristics of the same product.

2. Omnichannel Integrated Quality

Say "Omnichannel" comes from "omnis," meaning universal. Multi-Channel creates a complete chronology

of a business's interactions with customers by bringing the most relevant communication channels into a single

interface. Companies use Omnichannel, a strategy used to introduce content across channels aimed at enhancing

consumer experience of products. Sousa dan Voss (2006) state that the experience that consumers have of using

channels is for the purpose of effective and appropriate use of one channel. Omnichannel demands integration with

each other and channel management that integrates with each other both online and offline. When communicating with

potential clients and customers, omni-channel marketing refers to a coordinated and consistent approach. It also refers

to how to offer the best service through the most appropriate channels.

3. Service Channel Configuration

According to Sousa dan Voss (2006) Configuration of service channels, which is achieved through various

sub- dimensions , namely the choice of service channels and transparency of service channel configurations by

combining service components and delivery channels. The term "service channels" describes how many different

channels a customer can choose for a given service or how many different ways they can perform their preferred task.

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By enabling customers to place orders both online and offline, retailers can showcase their mastery of channel service

settings. The extent to which subscribers are aware of the existence of channels, the services offered, and the variation

in service quality between these channels is referred to as channel transparency (Bitner, 1990). Customers will leave

retailers who do not adequately aggregate their channels.

4. Integrated interaction

According to Sousa dan Voss (2006), interaction integration is interaction consistency across channels and is

expressed through two sub- dimensions: content consistency and process consistency. The uniformity of content that

merchants deliver across channels is referred to as content consistency. Consistency in content allows customers to get

answers to the problems they raise in physical or digital media. Businesses must provide consistent content across

retail channels that can offer customers valuable exchange value, such as content, pricing, product specifications, and

warranty service. The perfect shopping experience relies heavily on consistent content (Cox, 2016). Without

predictable substance accessible across channels, buyers are effectively disillusioned as they move from one channel

to another. Overall, consistency helps to remove barriers to the shopping process and effectively cycle exchanges

(Davies, 2017). Process consistency refers to the level of cycle-related consistency and can be thought of across

channels for example image, benefits and speed of service delivery (Sousa dan Voss, 2006). A concentration on

statistical surveys shows that 59% of respondents detail experiences in deviations when shopping from one channel to

another (Mosquera, 2017).

5. Trust

Trust is the assumption that someone will receive what others expect (Kuswati dkk., 2021). Belief refers to

the individual's desire to act with a certain purpose based on his belief that his scheme will produce what he hopes for

and aspires to. It is often said that someone else's words, commitments, or explanations can be trusted. Trust is also

important in business. If every meeting trusts each other, at least two meetings will reach an agreement. Trust is the

readiness of a company to depend on colleagues. It relies on various relational and interorganizational factors, such as

the company's real skills, trust, authenticity, and consideration (Kotler, 2017).

Where trust is the desire of the organization to depend on colleagues. Trust depends on a variety of relational

and hierarchical variables, such as corporate skills, honesty, authenticity, and benevolence. Mowen and Minor

(2013:201) belief is all customer-driven information and all the goals that buyers make about articles, properties, and

advantages. Trust as a condition where one of the meetings participating in the trade cycle is confident in the quality

and honesty of the other party (Rahmawati dan Setyawan, 2021). This definition expressly states that trust is a

willingness or readiness to rely on a partner in a recognized exchange. Trust as a combination of unshakable security,

protection, and quality (Ling, Chai dan Piew, 2010). These three elements can be explained as follows:

1. Security, specifically the degree to which buyers accept that trading on the web is okay for them to submit

sensitive data to transactions. Security plays an important role in influencing mentality and buying hope

because there are data communication stakes, such as cards and others.

2. Security, specifically guarding all buyer behavior during the exchange which is then linked to the online store

presentation.

3. Unshakable quality, especially the organization can affect the trust of buyers in using online shopping, most

buyers perceive that large businesses have a better ability to increase trust in their online exchanges. It is also

suggested that organizations with a positive reputation improve reliability

6. Research Framework and Hypothesis Development

1. Effect of service channel configuration on purchase intention

Omnichannel among students makes it easier for buyers to complete exchange activities and buy the desired

product. Advances in innovation have made it easier for shoppers, where shoppers don't need to go to a store or

retailer to buy goods. The motivation behind Omnichannel is to increase, shorten time and generate a sense of interest

and interest in buying students for advertised products. So that by increasing the arrangement of service channels that

are presented through advanced administration will affect the customer's purchasing goals. So the hypothesis is as

follows:

: Channel configuration has a positive and significant effect on purchase intention

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2. Effect of service channel configuration on consumer trust

The quality of omni-channel aggregation, particularly the condition where there is a channel reconciliation

that can offer unlimited types of services to buyers across multiple channels. Omni-channel aggregation quality refers

to the coordination of the different types of connections used by organizations such as websites, actual stores, and

different channels (Seck and Philippe, 2013). Channel aggregation quality alludes to an organization's capacity to

provide a consistent customer buying experience across channels (Sousa and Voss, 2006). It is essential for overseeing

customer connections across channels (Nhat and Le, 2021), and is a major part of Omnichannel retail. Thus, to take

advantage of Omnichannel, organizations (retailers) need to carry out and guarantee synergistic channel reconciliation

in business, to generate a level of customer trust (Pasaribu et al., 2022). For this situation, scientists think that there is

a relationship between service channel configuration and influence on buyer trust. So the hypothesis is as follows:

H2: Configuration of service channels has a positive and significant effect on consumer confidence

3. Effect of service channel configuration on purchase intention with consumer trust as a mediating

variable.

Trust is one of the foundations of any business, an agreement that at least two meetings will occur if each

party is mutually willing. This trust cannot simply be felt by various associations/partners, but must be done without

any preparation and can be demonstrated. Buyer trust significantly influences the purpose of buying online (Pasaribu

et al., 2022). This effect is very beneficial for the affiliate or online merchant as there is evident overwhelming buyer

interest in making purchases on the web. Buyer trust is increasing, so buying interest is increasing for purchases on the

web. In this way the researcher thinks that there is a relationship between trust and purchase intention. So the hypothesis

is as follows:

: Configuration of service channels influences purchase intention mediated by consumer trust.

4. The effect of integrated interaction on purchase intention

Integrated interactions in Omnichannel shows influence customer purchasing expectations, whereby shoppers

will be linked more effectively with follow-up promotions, with all channels coupled to one another. (Suggesti et al.,

2019), related to the impact of the Omnichannel showcase on purchase intention (concentration on PT Pegadaian

(Persero) Syariah's gold reserve fund item), shows that Omnichannel promotions affect purchase intentions. So the

hypothesis is as follows:

: Integrated interaction has a positive and significant effect on purchase intention

5. The effect of integrated interaction on consumer trust

Trust is the willingness of a party to act on another party with the expectation of the other party to take certain

actions that are important to a giver of trust, regardless of the ability to monitor or control the other party (Permatasari

dan Nugroho, 2022). Buyer trust significantly influences the purpose of buying online (Pasaribu et al., 2022). This

effect is very beneficial for the affiliate or online merchant as there is evident overwhelming buyer interest in making

purchases on the web. That is, the higher the trust given by the buyer, the higher the interest that appears in customers

to make purchases on the web. In this way the specialist thinks that there is a trust relationship with the purchase

objective. So the hypothesis is as follows:

: Integrated interaction has a positive and significant effect on consumer confidence

6. The effect of integrated interaction on purchase intention with consumer trust as a mediating variable.

Integrated interaction includes choices about the number of channels to take, this is the idea of collaboration

of the company (retailer) and what channels to offer to the customer and for what reason, confirmation that the buyer

is experiencing positive and predictable communication with each one of them (Pasaribu et al. , 2022). Previous

investigations yielded some of the growing retailer's multi-channel mixed orders. argues that the coordination of data

frameworks that support virtual and actual switching can be provided as an additional service of sequencing, data

aggregation and operations. Normal qualities of a highly coordinated retail methodology include: high progress

aggregation, item consistency across channels, coordinated data framework for sharing customer, forecasting, and

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stock information across multiple channels, processes that take into account in-store pickup for items purchased via

the web, and looking for valuable multi-channel open doors with plausible accomplices (Stevan et al., 2023). It's seen

as a way to oversee client connections across channels, and exists in Omnichannel retail. Ultimately, to take advantage

of Omnichannel, it will be easier for organizations to gain trust from buyers in the goods the organization has to offer,

so this will also influence buyers' purchasing expectations. specialists therefore suspect that there is an impact of omni-

channel reconciliation quality on purchasing objectives through trust as intercessor. Then the hypothesis is as follows:

: Integrated interaction influences Purchase Intention mediated by consumer trust.

The framework of thinking in this study is.

Figure 1. Research Model

2. Materials and Methods

This type of research uses a survey conducted on consumers who use coffee drinks with data collection

techniques based on observation with research objects involving coffee consumers in Surakarta. Sources of data using

primary data are data based on research (Sugiyono,2017). Sources of data from coffee consumers to fill in and answer

questions given by researchers. Primary data related to coffee consumer responses. The population is the total number

of objects based on the characteristics that the research will take (Djarwanto, 2018). The population uses 100 coffee

consumers and is used as the sample. The sampling technique is purposive sampling with certain considerations

(Sugiyono,2017). The criteria for taking this sample are coffee consumers. The data collection technique using a

questionnaire is a list of written questions given to respondents (Sugiyono,2017). This questionnaire was given to

respondents to fill in the answers provided with one answer considered the most appropriate based on the wishes of

the respondents (Sugiyono,2017). Data analysis technique uses the Partial Least Square Software (PLS) method using

Smart PLS Software.

3. Results and Discussions

3.1 Results

3.1.1 Outer Model

The final outer model of this study produces four indicators that reflect Purchase Intention variables, six

indicators that reflect Consumer Confidence, seven indicators that reflect Service Channel Configuration, and seven

indicators that reflect Integrated Interaction. The PLS SEM analysis steps on the outer model use four criteria, namely

Service

Channel

Configuration

Costumer Trust

Purchase

intention

Integrate

Transaction

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verifying the validity and reliability of variables by examining Convergent Validity, Cronbach's Alpha, Composite

Reliability, and Average Variance Extracted (AVE) in each variable. The steps for the research test are as follows:

1. Convergent Validity

This test is used to verify convergent validity. If the outer loading value is more than 0.7 then an indicator is

considered to have convergent validity with a good category. The outer loading value of each variable indicator is

as follows.

Table 1.Results Outer loading

Item

Integrated Interaction

Consumer Trust

Service Channel Configuration

Purchase Intent

IT1

0,951

IT2

0,812

IT3

0,941

KK1

0,871

KK2

0,893

KK3

0,889

KK4

0,781

KK5

0,876

KK6

0,900

KSL1

0,753

KSL2

0,896

KSL3

0,864

KSL4

0,765

KSL5

0,856

KSL6

0,747

NB1

0,975

NB2

0,967

NB3

0,908

Source: Processed data, 2023

Description: Service Channel Configuration (KSL); Integrated interaction (IT); Consumer Confidence (KK) and

Purchase Intention (NB)

Based on the data shown in the table above, it is clear that several research variables have an outer loading

greater than 0.7. There is no indication in the data above that it has an outer loading value of 0.5 which indicates

that the indicator is feasible or valid.

2. Discriminant Validity

Approach Average Variance Extracted (AVE) can be used to determine discriminant validity for each

indicator with a threshold > 0.5 which is declared valid.

Table 2. Hasil Average Variance Extracted (AVE)

Variable

AVE

Information

Integrated Interaction

0,816

Valid

Consumer Trust

0,756

Valid

Service Channel Configuration

0,665

Valid

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Purchase Intent

0,903

Valid

Source: Processed data, 2023

The results showed that the AVE values for all variables were greater than 0.5 which indicated that all

variables had valid discriminant validity values.

3. Composite Reliability

The composite reliability component is used to assess the value of variable indicator reliability. If the value

of the composite reliability of a variable is more than 0.7 then it is considered to meet composite reliability. The

following is the composite reliability of the results of each variable.

Table 3. Composite Reliability Results

Variable

Composite Reliability

Information

Integrated Interaction

0,930

Reliable

Consumer Trust

0,949

Reliable

Service Channel Configuration

0,922

Reliable

Purchase Intent

0,965

Reliable

Source: Processed data, 2023

The results of the study show that the Composite Reliability value for all variables is greater than 0.7 which

indicates that all variables have Composite Reliability values that are reliable.

4. Cronbach’s Alpha

Cronbach's alpha value can be used to increase the reliability test using the composite reliability described

above. A variable is considered reliable if its Cronbach's alpha value is greater than 0.7. Cronbach's alpha value

for each variable is shown below.

Table 4. Cronbach's Alpha results

Variable

Cronbach’s Alpha

Information

Integrated Interaction

0,885

Reliable

Consumer Trust

0,935

Reliable

Service Channel Configuration

0,898

Reliable

Purchase Intent

0,946

Reliable

Source: Processed data, 2023

The results showed that the Cronbach's alpha value for all variables was greater than 0.7 which indicated that

all variables had reliable Cronbach's alpha values.

5. Multicollinearity Test

This multicollinearity test aims to determine the multicollinearity of variables by looking at the correlation

values between the independent variables. The results of the multicollinearity test for each variable are shown

below.

Table 5. Multicollinearity Results

Information

Consumer Trust

Purchase Intent

Integrated Interaction

1,384

1,509

Consumer Trust

1,522

Service Channel Configuration

1,384

1,606

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Source: Processed data, 2023

The research results show that the VIF values for all variables are less than 3 which indicates that all variables

have independent values from multicollinearity.

3.1.2 Inner model analysis

Inner model analysis using path coefficient testing; goodness of fit test and hypothesis testing.

1. Test F-square (F

)

Test Testing F-square (F

) based on mark Q

(Predictive relevance) the purpose of this test is to measure the

predictive capability of assessing the results, the result value is 0.02 in the small category; value 0.15 medium

category; 0.35 major categories affect the structural level. The results of data processing are assisted by using the

Smart PLS 3.0 program as follows:

Table 6.Results F-Square (F

)

Information

Consumer Trust

Purchase Intent

Integrated Interaction

0,090

0,002

Consumer Trust

0,164

Service Channel Configuration

0,160

0,077

Purchase Intent

Source: Processed data, 2023

Based on the results above, it shows that the predictive capability of the Integrated Interaction value on

consumer trust is 0.090 and purchase intention is 0.002, which is relatively small. Consumer confidence in

purchase intention of 0.164 is classified as being below 0.35. Service Channel Configuration on consumer trust of

0.160 is classified as moderate and Service Channel Configuration on purchase intention is 0.077 classified as

moderate.

2. GOF Test

The GOF test is used to calculate how much the dependent variable is occupied by other variables. The R-

square value is calculated based on data processing performed using smart PLS 3.0:

Table 7.R Square results

Variable

R Square

Adj R Square

Consumer Trust

0,343

0,330

Purchase Intent

0,338

0,317

Source: Processed data, 2023

Based on the findings of data processing, namely the variable influence of customer trust is 0.343 or 34.3%.

While the effect on the purchase intention variable is 0.338 or 33.8%. The Q-Square number is used to determine

suitability. In the regression analysis, the Q-Square value has the same significance as the coefficient of

determination (R-Square), where the larger the Q-Square, the better or fits the model with the data. The following

is the result of the Q-Square calculation:

Q-Square = 1 - [(1-R

1) x (1-R

2)]

= 1 - [1- 0,317) x (1 – 0,330)]

= 1 - (0.683 x 0.670)

= 0,542

The Q-Square value is 0.421 based on computational findings. This shows the wide coverage of research

data that can be explained by the research model (54.2%), while the remaining 45.8% is explained by factors

outside the research model. According to this research model has a good fit.

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3.1.3 Hypothesis testing

1. Direct Effect Testing

The results of data processing can be used to answer the hypothesis in this study. In this study, hypothesis

testing was carried out by looking at P Values. If the P value is less than 0.05, this hypothesis is considered

accepted. Because there are independent factors, dependent variables, and intervening variables in this study, there

are direct and indirect influences. The results of the Smart PLS program hypothesis test can be seen through the

path coefficient of the Bootstrapping approach as follows:

Table 8. Direct Influence Path Results

Influence Test

Direction

Great Influence

Significant Value

Service Channel Configuration -> Consumer Trust

0,382

0,000

Service Channel Configuration -> Purchase Intention

0,285

0,029

Integrated Interaction -> Consumer Trust

0,286

0,004

Integrated Interaction -> Purchase Intention

-0,050

0,676

Consumer Confidence -> Purchase Intention

0,406

0,000

Source: Processed data, 2023

Based on the results of the path coefficient analysis with the Bootstrapping approach, the Service Channel

Configuration has an effect on consumer trust of 0.000 or Sig. <0.05, meaning that the service channel

configuration has a positive and significant effect on consumer trust. The effect of Service Channel Configuration

on purchase intention is 0.029 or Sig. <0.05, meaning that service channel configuration has a positive and

significant effect on purchase intention. The effect of integrated interaction on consumer trust is 0.004 or

Sig.<0.05, meaning that integrated interaction has a positive and significant effect on consumer trust.

Integrated interaction on purchase intention of 0.676 or Sig. > 0.05 means that the integrated interaction

has no significant effect on purchase intention. The significance value of the effect of consumer trust on purchase

intention is 0.000 or Sig. <0.05, meaning that consumer trust has a positive and significant effect on purchase

intention.

2. Indirect Effect Testing

The indirect effect test is used to determine the indirect effect of the Service Channel Configuration variable

on purchase intention through intervening variables, as well as the indirect effect of integrated interaction variables

on purchase intention through intervening variables. The findings of the analysis are shown in the Indirect Effect

table of the bootstrapping approach as follows:

Table 9.Indirect Influence Path Results

Influence Test

Original Sample

Significant Value

Service Channel Configuration -> Consumer trust -> Purchase intent

0,155

0,008

Integrated interactions -> Consumer trust -> Purchase intent

0,116

0,031

Source: Processed data, 2023

Based on the data presented above, the Significance value of the effect of Service Channel Configuration

on Purchase Intentions mediated by Consumer Trust is 0.008 or Sig 0.05, which means that consumer trust

mediates the influence of service channel configuration on purchase intentions. The significant value of integrated

interaction on purchase intention mediated by customer trust is 0.030 (Sig 0.05), meaning that consumer trust

mediates the effect of integrated contact on purchase intention.

3.2 DISCUSSION

3.2.1 Effect of Service Channel Configuration on Purchase Intentions

Configuration of Service Channels has a significant and positive effect on Purchase Intentions. This means that

the lower the Service Channel Configuration, the lower the purchase intention. These results prove the first hypothesis

which states Service Channel Configuration has a positive effect on purchase intention is proven to be true. These

results are in line with the research of Simatupang dkk, (2021), namely the configuration of service channels has an

effect on purchase intentions.

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3.2.2 Effect of Service Channel Configuration on Consumer Trust

Configuration of Service Channels has a significant and positive effect on consumer confidence. This means that

the higher the Service Channel Configuration, the higher consumer trust. These results prove the second hypothesis

which states that service channel configuration has a positive effect on consumer trust is proven to be true. These

results are in line with the research of Simatupang dkk, (2021), which states that the configuration of service channels

affects consumer trust.

3.2.3 Effect of Service Channel Configuration on Purchase Intention with Consumer Trust as a mediating

variable.

Consumer trust mediates the effect of Service Channel configuration on Purchase Intention. This means that

consumer trust causes an influence on Service Channel Configuration on Purchase Intentions. These results are in line

with the research of Simatupang dkk, (2021), namely the configuration of service channels on purchase intentions with

consumer trust as a mediating variable.

3.2.4 The Effect of Integrated Interaction on Purchase Intentions

Integrated interaction has no significant positive effect on purchase intention. This means that the higher the

integrated interaction, the higher the purchase intention. These results prove the fourth hypothesis which states that

Service Channel Configuration has a positive effect on Purchase Intentions is not proven to be true. These results are

not in line with the results of research conducted Simatupang dkk, (2021) which reveal that integrated interactions have

a positive and insignificant effect on purchase intentions. Trust is one of the foundations of any business, an agreement

that at least two meetings will occur if each party is mutually willing. This trust cannot simply be felt by various

associations/partners, but must be done without any preparation and can be demonstrated. Buyer trust significantly

influences the purpose of buying online (Pasaribu et al., 2022). This effect is very beneficial for the affiliate or online

merchant as there is evident overwhelming buyer interest in making purchases on the web. The increasing trust given

by buyers, the more consumers' buying interest increases the customers to make purchases on the web.

3.2.5 The Effect of Integrated Interaction on Consumer Trust

Integrated interactions have a significant and positive effect on consumer confidence. This means that the higher

the integrated interaction, the higher consumer trust. These results prove the second hypothesis which states that the

integrated interaction has a positive effect on consumer trust is proven to be true. These results are in line with the

results of research conducted Simatupang dkk, (2021) stating that integrated interactions are integrated interactions

with consumer trust. Trust is the willingness of a party to act on another party with the expectation of the other party

to take certain actions that are important to a giver of trust, regardless of the ability to monitor or control the other

party (Permatasari dan Nugroho, 2022).

3.2.6 The effect of integrated interaction on purchase intention with consumer trust as a mediating variable.

Consumer trust mediates the effect of integrated interaction on purchase intention. This means that consumer

trust causes an integrated interaction effect on purchase intentions. These results are in line with the research conducted

which was inconsistent with the research conducted by Simatupang dkk, (2021) which says that consumer trust

mediates the effect of integrated interaction on consumer trust.

4. Conclusion

Judging from the results of the analysis that has been done, this research can be concluded as follows:

1. Configuration of Service Channels has a significant and positive effect on Purchase Intentions so that the first

hypothesis is supported.

2. Configuration of Service Channels has a significant and positive effect on consumer confidence so that the

second hypothesis is supported

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3. Service channel configuration has a significant positive effect on purchase intention mediated by consumer

trust so that the third hypothesis is supported.

4. The integrated interaction has no significant negative effect on purchase intention so that the third hypothesis

is not supported.

5. Integrated interactions affect consumer confidence so that the fourth hypothesis is supported.

6. Integrated interaction has a significant positive effect on purchase intention mediated by consumer trust so

that the seventh hypothesis is supported.

Future researchers and readers should be aware of this limitation. The following are some limitations of the study:

The effect of purchase intention is limited to the quality of omnichannel integration and customer trust, so the scope is

too narrow to be discussed in marketing management decision making. Because the scope of the research was limited

to students in one location, namely the Surakarta area, and the time available for research was limited, the results could

not be compared with customers in other similar places, and the research results were less than optimal.

Based on this research, the following recommendations are made for future researchers: To increase knowledge

in the field of management, especially marketing management, add the Omnichannel Integration Quality dimension to

the independent variable. In addition, changing the research paradigm by incorporating factors such as moderating

variables. Always increase customer trust by building service channels to generate buying intent for markets and

companies. In addition, it provides information to consumers that the data provided to the marketplace will be safe and

will not be shared.

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