Customer Loyalty in The Omnichannel Era: InsightsFrom Skin-Care Retail Literature

Skincare products now dominate e-commerce sales, with omnichannel strategies becoming essential to address complex consumer behaviors such as showrooming and webrooming. This study aims to develop a conceptual model of customer loyalty tailored to Indonesia's omni-channel skincare market, integrating constructs such as perceived value, online trust, e-service quality, electronic word-of-mouth (e-‎WOM), customer satisfaction, and repurchase intention. A quantitative explanatory approach was employed, involving 233 respondents in ‎Greater Jakarta who had purchased skincare products via online and offline channels. Data were collected through a structured questionnaire ‎using a Likert scale and analyzed using Structural Equation Modeling (SEM) with LISREL. Confirmatory Factor Analysis (CFA) was ‎conducted to ensure construct validity, while model fit was assessed using RMSEA, CFI, and TLI indices. The findings reveal that perceived product quality significantly influences perceived value, while price perception does not. Perceived risk negatively affects perceived ‎value, with website reputation mitigating this risk but failing to enhance perceived value directly. Online trust does not directly impact repurchase intention, yet repurchase intention emerges as the strongest determinant of customer loyalty. Notably, customer satisfaction alone ‎proves insufficient in fostering loyalty, highlighting the need for integrated omnichannel strategies focusing on consistent value delivery and ‎cross-channel engagement. This research contributes to the omnichannel literature by offering a context-specific loyalty model for the skin-care sector and emphasizing the importance of seamless consumer experiences across retail channels. For practitioners, the study provides ‎strategic insights into enhancing customer loyalty through targeted engagement, while for academics, it opens avenues for further validation ‎across diverse markets‎.