Effect of Omni Channel Services to Brand Experience and Customer Satisfaction on Generation Z at PT BFI Finance Indonesia Tbk

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Hamdi, Irwan (2026) Effect of Omni Channel Services to Brand Experience and Customer Satisfaction on Generation Z at PT BFI Finance Indonesia Tbk. Graduate thesis, IPMI Institut.

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Abstract

Digitalization in the financial sector has challenged companies to integrate multiple service channels to meet high expectations of digital-native consumers. This study analyzes the influence of Omni-channel Services on Customer Satisfaction with Brand Experience as a mediating variable in Generation Z customers at PT BFI Finance Indonesia Tbk. With quantitative approach, data was collected through questionnaires from Generation Z customer respondents and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The results showed that Omni-channel Services had a positive and significant effect on Brand Experience. Brand Experience also had a significant positive effect on Customer Satisfaction. However, the direct effect of Omni-channel Services on Customer Satisfaction was found to be insignificant. This study reveals the phenomenon of partial mediation, where omni-channel services on customer satisfaction is channeled through the formation of a positive brand experience. These findings provide managerial implications for BFI Finance so that the digitalization strategy focuses not only on the functional aspect, but also on the creation of emotional and sensory interactions. Investing in omni-channel systems can be effective in increasing satisfaction if it is able to build a strong brand perception for Generation Z. Keywords: Omni-channel Services, Brand Experience, Customer Satisfaction, SEM-PLS, Generasi Z

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: sandra margaretha
Date Deposited: 06 Mar 2026 03:20
Last Modified: 06 Mar 2026 03:20
URI: http://repository.ipmi.ac.id/id/eprint/2957

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