Customer Happiness through Customer Experience in the RTA Furniture Retail Industry Based on Omnichannel Marketing (An Empirical Study on the Millennial Generation and Gen-Z in Indonesia)

This study investigates the influence of omnichannel marketing on customer happiness through customer experience in the Ready-To-Assemble (RTA) furniture retail industry, focusing on Millennials and Gen-Z in Indonesia. Using a quantitative survey method with 420 respondents and analyzed through SEM-PLS, the research examines how omnichannel dimensions—such as integration, personalization, and accessibility—shape customer experiences across digital and physical channels. The findings reveal that omnichannel marketing significantly impacts customer experience, which in turn strongly influences customer happiness. Customer experience acts as a partial mediator, emphasizing its critical role in translating marketing strategies into emotional outcomes. These results highlight the importance of designing seamless and personalized omnichannel experiences to meet the expectations of younger consumers. Retailers are encouraged to adopt integrated systems and consistent service delivery to enhance emotional engagement and drive long-term satisfaction. The study contributes to the growing body of knowledge on omnichannel strategy and its psychological impact on consumer well-being in emerging markets.