Omnichannel Marketing Integration and Customer Experience on Repurchase Intention in Modern Retail MSMEs: The Mediating Role of Customer Brand Engagement

Abstract

The post-pandemic retail evolution requires Micro, Small, and Medium Enterprises (MSMEs) to harmonize their physical and digital touchpoints into an integrated omnichannel ecosystem. However, multi-channel integration frequently fails to cultivate sustained customer loyalty if it lacks a compelling customer experience and active customer brand engagement. This study investigates the impact of omnichannel marketing integration and customer experience on repurchase intention among modern retail MSMEs, examining customer brand engagement as a mediating mechanism. A causal-explanatory quantitative survey was conducted with 210 active fashion and lifestyle MSME consumers across Manado and surrounding areas who patronize both brick-and-mortar storefronts and digital channels. The empirical data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0. The findings confirm that omnichannel marketing integration (β = 0.384, p < 0.001) and customer experience (β = 0.442, p < 0.001) exert substantial positive effects on customer brand engagement. In turn, customer brand engagement strongly elevates repurchase intention (β = 0.518, p < 0.001) and functions as a complementary mediator bridging omnichannel integration (β = 0.199, p < 0.001) and customer experience (β = 0.229, p < 0.001) to repurchase intention. The model explains 62.4% of the variance in repurchase intention (R² = 0.624). Managerial insights highlight the necessity of real-time inventory synchronization, cross-channel personalization, and proactive brand community nurturing to secure long-term retail viability.