Omnichannel Marketing and Customer Satisfaction: The Mediating Role of Service Quality Among Generation Z Consumers at Guardian Pekanbaru

This study aims to empirically examine the role of omnichannel marketing in enhancing customer satisfaction, with service quality acting as a mediating variable among Generation Z consumers at Guardian Pekanbaru. The integration of marketing channels has become increasingly critical in contemporary consumer behavior, particularly for digitally oriented Generation Z consumers who expect seamless shopping experiences. Data were collected from 100 respondents using a purposive sampling technique, f