Currently, consumer behaviour has undergone major changes in the field of retailing or services, it is growing day by day. This is, one of which is influenced by online distribution channels and digital technology. Consumers are currently looking for new ways to get information about companies (which sell products/services) in making purchases. Consumers are looking for new ways to get information about companies (which sell products/services) in making purchases and tend to use multiple channels (physical stores, websites, mobile phones, social media and so on) to complete purchases in one transaction.

But now, there is a change from using multiple channels to becoming omni-channel. According to Melacini et al. in Hamouda [1], this is due to the shortcomings of multiple channels, namely customer data that is not integrated with each other and confusing brand recognition, unclear prices and policies in communication that are less able to have an impact. bad on the customer experience in transactions and directly affect the competition between retailers in the same field. With the emergence of digital channels such as social media, mobile applications and digital kiosks, it affects the shift in the use of multi-channel to omni-channel [2].

One of the companies in Indonesia that implements the use of omni-channels is the Badan Penyelenggara Jaminan Sosial (BPJS). BPJS Kesehatan is a public body that organizes a health insurance program where all Indonesian citizens are required to be participants (bpjs-kesehatan.go.id). BPJS Kesehatan has a mobile application specifically for participants, namely the Jaminan Kesehatan Nasional (JKN) mobile. The Mobile JKN application is a form of digital transformation of the business model of BPJS Health, which was originally an administrative activity carried out at Branch Offices or Health Facilities, transformed into an application that can be used by participants anywhere at any time without time limits (self service).

Mobile JKN is one of the omni-channel applications where all data related to JKN participants at BPJS Health are integrated into each other in a digital system for offline services, websites and JKN mobile applications that are provided in order to increase satisfaction and increase participant loyalty. One of the BPJS Kesehatan Branch Offices that became a pilot in the application of the digital system to all branch services in Indonesia, namely the Jember Branch Office. The digitalization system is the basis for improving the quality of services in the Jaminan Kesehatan Nasional (JKN) BPJS Kesehatan program. This program is not only for BPJS Kesehatan participants, but the health facilities as service providers must also understand the use of the digital system (jamkesnews.com). According to data, the average number of visitors to BPJS Kesehatan participants at the Jember branch office is 80 participants per day. This makes long queues so that services are not optimal and the management of BPJS Kesehatan Jember Branch urges participants to use digital services, namely Mobile JKN. This phenomenon is to support the movement of multichannel to omni-channel services, the aim is to simplify and speed up services that can be carried out by BPJS Kesehatan participants.

Two of the previous studies related to omnichannel have contradictory results, namely Hamouda [1] and Emerson et al. which examined omnichannel in the banking sector with three categories of channels in banking services, namely offline channel (bank branch), online channel (website) and digital channels (mobile app). There are contradictory research results so that researchers want to reveal and examine the results of the influence of omnichannel integration quality and perceived value on satisfaction and loyalty to BPJS Health participants who use offline services, websites and JKN mobile applications in Jember when carried out in different service sectors, namely Health insurance services at BPJS Health which not only serve financial services but services in the health service sector.

Multiple Channel to Omni-Channel

According to Verhoef et al. [3] that multi-channel refers to the use of offline channels (physical stores), online channels (web stores) and traditional channels or direct marketing (catalogs) provided by retailers in order to increase customer value. Omnichannel-based services can make it easier for participants to get various choices of information in making purchases so as to create good service quality. With the emergence of digital channels such as social media, mobile applications, digital kiosks, it affects the shift from multi-channel usage to omni-channel usage [2]. According to Levi et al. omni-channel is a multi-channel that is integrated with each other so as to provide an easy experience in transactions.

Retail in the service sector was one of the first sectors to adapt the omni-channel system, from using physical services to switching to digital channels. In the field of omni-channel services, the role is to facilitate services. Services that use digital-based channels, consumers can be served anywhere and anytime without time restrictions. Integrated information and services from all channels will shorten service time, reduce branch queues, reduce customer complaints and create more advantages for the company. The implementation of an omni-channel service system at BPJS Kesehatan, namely the existence of a Mobile JKN digital application where all data related to JKN participants at BPJS Kesehatan are integrated into each other in a digital system for offline services (physical offices).

Omni-Channel Integrated Quality and Perceived Value

Perceived value is generally defined as a customer's overall assessment of a product or service based on their perception of what is received and what is given. In a multi-channel context, perceived value refers to the overall assessment by "customers" of the service experience and benefits they receive from the integration quality they receive in using multi-channels to meet their needs taking into account the various costs and trade-offs. In terms of service, according to Mainardes et al. [4] the service experience felt by consumers is a subjective response to the interaction process with the company. The process of service stages (before being served, when served).

According to Mahadin and Akroush [5], omnichannel integrated quality refers to the company's ability to provide services according to the level of customer expectations. Meanwhile, perceived value is the customer's perception of their interaction with the service provider. Past research has examined the structural relationship between service quality, customer satisfaction, perceived value and repurchase intention. According to Gentile et al. that a good service from an integrated multi-channel will produce a good synergy between the channel and the customer experience so that it will increase customer perceived value in the multi-channel system. The better the integration quality provided, the greater the perceived value perceived by the customer.

H₁. Omnichannel integrated quality affects perceived value

Satisfaction

According to Irawan [6], satisfaction is the feeling of consumers who are felt after being served. Satisfaction is a post-purchase evaluation which will later become an alternative to the next purchase choice that is at least equal to or exceeding consumer expectations. Dissatisfaction is the result of consumer evaluation after the service is not the same or less than the initial expectations of consumers before being served. In general, customer satisfaction is the level of one's feelings after comparing the perceived performance (results) compared to their expectations [7]. However, based on the results of previous studies, the concept of customer satisfaction refers more to the disconfirmation paradigm. Based on this paradigm, according to Suryaningsih [8] customer satisfaction is formulated as the result of post-purchase evaluation or service use where the perception of product/service performance meets or exceeds expectations prior to purchase/service use. If the perception of performance is not able to meet or less than expected then what happens is customer dissatisfaction. According to Hamouda [1], consumer satisfaction is an individual's perception of what consumers feel about a product or service compared to consumer expectations. There are several concepts related to customer satisfaction, namely the first customer satisfaction is the result of an evaluation of the company's service experience, second: an overall evaluation of the purchase and experience of consuming or using products or services.

The results of previous studies that customer satisfaction is obtained from the experience of using the channel in the omnichannel system. Generally, customer satisfaction is perceived quality. Seck and Philippe say that customers on multichannel have experience using two or more company channels and from there the level of satisfaction of a consumer is formed. Customer satisfaction in an omnichannel will result in a good perception of the service and has a high level of integration between channels or channels.

According to Hossain et al. [9] today's customers use multiple channels such as physical stores, websites, direct mail and catalogues, social media sites, review sites, call centres, mobile device applications to complete even a single purchase or service. Omnichannel integrated quality refers to the integration of all company channels and customer touch points, which ultimately results in customer satisfaction through a good service experience. The better the integration quality, the higher the level of satisfaction owned by the customer. Then the second hypothesis that will be tested for truth in this study is proposed as follows:

H₂. Omnichannel integration quality has a significant effect on satisfaction

Perceived value is the smoothness of service perceived by customers in an omnichannel strategy. The smoothness of the service expresses the customer's feelings when served between various business channels without distractions and obstacles so that customers can assess the results of the service and create satisfaction [4]. The results of the value that service perceived by customers represent several types of service fluency and represent categories that can be measured: service fluency, content, interaction, and customer feelings.              

Overall satisfaction is the result of the customer's perception of the value obtained. In omnichannel retailing, there is a positive relationship between customer perceived value and customer satisfaction. The large perceived value that the customer has for the service received will increase the level of customer satisfaction. So, the fourth hypothesis that will be tested for truth in this study is proposed as follows:

H₃. Perceived value has a significant effect on satisfaction

Loyalty

According to Irawan [6], loyalty is defined as a consumer commitment that will form a long-term relationship between consumers and the company. The concept of loyalty can also influence purchasing decisions repeatedly in the future and become the main choice. Oliver loyalty is a strong commitment to consistently repurchase a preferred product/service in the future. Loyalty can increase repurchase or patronage behaviour despite situational influences or direct marketing efforts that lead to behaviour change.

Customer loyalty is a form of customer loyalty to a product/service that has been felt. This attitude affects future purchases and is willing to recommend products/services to others. Studies related to loyalty have a positive influence on consumer perceptions of service quality. The ease of integrated services and good service quality will create consumer loyalty for a service. The relationship between the overall service quality that is integrated between all channels will affect consumer behavioural intentions. Integrated service quality focuses on the intention to buy or reuse services and the willingness of consumers to recommend and report significant and positive things [10]. According to Mahadin and Akroush [5] that service quality is a relevant predictor of recommendations. This shows that the higher perceived quality leads to higher recommendation activity from customers. Therefore, the relationship between satisfaction with integrated service quality and consumer desire to recommend service providers becomes clear, considering that service quality is an antecedent of customer satisfaction. The better the omnichannel integration quality, the higher the level of customer loyalty and the more willing to recommend to other individuals with positive service information messages. Then the third hypothesis that will be tested for truth in this study is proposed as follows: This shows that the higher perceived quality leads to higher recommendation activity from customers. Therefore, the relationship between satisfaction with integrated service quality and consumer desire to recommend service providers becomes clear, considering that service quality is an antecedent of customer satisfaction. The better the omnichannel integration quality, the higher the level of customer loyalty and the more willing to recommend to other individuals with positive service information messages. Then the third hypothesis that will be tested for truth in this study is proposed as follows: This shows that the higher perceived quality leads to higher recommendation activity from customers. Therefore, the relationship between satisfaction with integrated service quality and consumer desire to recommend service providers becomes clear, considering that service quality is an antecedent of customer satisfaction. The better the omnichannel integration quality, the higher the level of customer loyalty and the more willing to recommend to other individuals with positive service information messages. Then the third hypothesis that will be tested for truth in this study is proposed as follows: The relationship between satisfaction with integrated service quality and consumers' desire to recommend service providers becomes clear, considering that service quality is an antecedent of customer satisfaction. The better the omnichannel integration quality, the higher the level of customer loyalty and the more willing to recommend to other individuals with positive service information messages. Then the third hypothesis that will be tested for truth in this study is proposed as follows: The relationship between satisfaction with integrated service quality and consumers' desire to recommend service providers becomes clear, considering that service quality is an antecedent of customer satisfaction. The better the omnichannel integration quality, the higher the level of customer loyalty and the more willing to recommend to other individuals with positive service information messages. Then the third hypothesis that will be tested for truth in this study is proposed as follows:

H₄. Omnichannel integration quality has a significant effect on loyalty.

Willingness to recommend is a dimension of loyalty in the marketing literature and consumer behaviour, many previous researchers have applied the structure of service quality perception - satisfaction - loyalty in various service sectors. In fact, perceived service quality and satisfaction are two constructs that are widely discussed in the service and marketing literature. Perceived value contributes significantly to customer loyalty. This research study concludes that when customers perceive that the total value received from one company is greater than that of another, this will result in higher loyalty. According to Carlson et al. the perceived value of the multichannel system is used by companies to increase customer loyalty.

H₅. Perceived value has a significant effect on loyalty

According to Lien et al. [11] satisfaction and positive mood significantly affect customer behaviour and loyalty. Satisfaction represents a positive state that has been shown to increase customer evaluation of service performance as well as willingness to recommend services. The higher the level of consumer satisfaction, the higher the level of loyalty owned by consumers and a sense of being willing to recommend positive service information. Then the sixth hypothesis that will be tested for truth in this study is proposed as follows:

H₆. Satisfaction has a significant effect on loyalty.

Samples and Design

The data collection technique used in this research is a survey, because data collection is done by providing statements through a questionnaire (e-form) directly to BPJS Kesehatan participants who use offline services, websites and Mobile JKN applications at BPJS Kesehatan in Jember. The sample collection technique used is non-probability sampling, which is a sampling technique that provides equal opportunities for each member of the population selected to be a sample. The type of non-probability sampling method used is purposive sampling, which is a non-probability sampling method to obtain samples according to specific criteria that have been determined, so that researchers send questionnaires via google form to respondents according to the criteria of purposive sampling that have been determined. Specific criteria that have been set are: Respondents or BPJS Kesehatan participants (Participants, Wives, Children and the Insured); Having and using JKN offline services, websites and mobile applications in Jember in the past year; The city of origin of the BPJS Health participant's domicile according to the identity card.

Before the data is processed, validity and reliability testing are carried out using SPSS 27 for windows software, namely the Validity Test is used to measure whether a questionnaire is valid or not. The data is said to be valid if it has a value of <0.05 at alpha (α) = 0.05 and n = 30. Reliability test is determined by the Cronbach Alpha coefficient. This test determines the consistency of respondents' answers to a research instrument. The reliability value is 0.00 – 1.00. According to Hair et al. [12], the measuring instrument can be said to be reliable if Cronbach's Alpha > 0.60.

The data processing used in this research is Structural Equation Modelling (SEM) with AMOS 24 software. In addition to data processing, there are also estimation techniques used. The estimation technique in this study uses maximum likelihood estimation. According to Hair et al. [12] the recommended sample size for the use of maximum likelihood estimation is 100 – 200. The sample size in this study used 160 respondents. The alternative answers provided for the interval level are arranged based on a Likert scale with a 5-point Likert scale, namely five ranking values ​​or levels that are close to a normal distribution: strongly disagree to strongly agree.

Measurement Model

Validity shows the extent to which the measuring instrument measures what it wants to measure. The measurement of indicators is appropriate in compiling a construct if the standardized loadings value generated is above 0.50 and the Variance Extracted is expected to be above 0.50. Construct Reliability is calculated to see consistency in the measurement of a construct and it is expected that the value is greater than 0.60. The following table shows the results of the undimensionality test and the reliability of the measurement model.

Based on the Measurement Model Table above, it shows that each indicator has a standardized loading value greater than 0.5, this indicates that the indicators that make up each research variable have shown good measurements. Some of the AVE values ​​produced have values ​​between 0.4-0.5, according to Verhoef et al. [3] the value of AVE > 0.4 or AVE < 0.5 is still acceptable as long as the value of construct reliability is > 0.7. The resulting Construct Reliability value is above 0.7, this indicates that these indicators have good reliability.

Table 1: Respondent Characteristic Table.

Table 2:  Measurement Model

Table 3. Table Structural Model

Description: ***= significant with valuep-value0.001 or 1%

**=significant with value p-value  0.05 or 5%ta

Structural Model

Good GOF is considered if the value of 2 < 3 [12]. This study shows that the results of CMIN/DF are 1.303 which means less than 3 and good fit. RMSEA value less than 0.08 indicates good fit. This study shows the results of the RMSEA which is 0.044 which is good fit. The GFI ranges from 0 to 1, with higher values ​​being better. GFI value greater than 0.90 indicates good fit. This study shows that the GFI result is 0.967 and is considered good fit. CFI values ​​range from 0 to 1, with higher values ​​being better. CFI value greater than 0.90 indicates good fit. This study shows that the CFI result is 0.967 and is considered good fit. TLI is used to compare the tested model to the baseline model and has a cut of index > 0, 80 is said to be marginal fit while the cut of index > 0.90 is said to be good fit [12]. Table 17 above shows that the TLI result is 0.960 and is considered good fit.

Hypothesis testing is done by observing the value of CR (critical ratio) on each coefficient. The CR value will be called significant if t 1.96 (α = 5%). The following is a table of results from data processing with AMOS 24. Based on data from the processing results of IBM SPSS Amos version 24.0 in table 2 which shows that 5 of the 6 research hypotheses are supported with a significance value or p-value 0.05. In addition, table 4.13 also shows the effect that occurs between one variable on another variable which can be seen through the value of standardized estimates, from these results it can be seen that the variable with the greatest influence value is the influence of the OIQ variable on the SAT.

The results of the research analysis on the first hypothesis, namely omni-channel integrated quality on perceived value in BPJS Health services in Jember, produced a positive influence and the results were accepted. In this study, it can be seen from this estimate that is 0.315 with a critical ratio value of 3,587 from a criterion value of more than equal to 1.96 and the result of the value of the p-value which shows the results️0.001 or 1% means that the hypothesis that states omni-channel integrated quality on perceived value is acceptable. Gentile et al. that good service from integrated multi-channel will produce a good synergy between the channel and customer experience so that it will increase customer perceived value in a multi-channel system. The better the integration quality provided, the greater the perceived value perceived by the customer.

The results of the research analysis on the first hypothesis, namely omni-channel integrated quality on satisfaction with BPJS Kesehatan services in Jember, produced a positive influence and the results were accepted. In this study, it can be seen from this estimate that 0.401 with a critical ratio value of 3.300 from the criterion value more than equal to 1.96 and the result of the value of the p-value which shows the results️ 0.001 or 1% means that the hypothesis that states omni-channel integrated quality on satisfaction is acceptable. Hamouda [1], namely the quality of good and integrated omni-channel services has a positive effect on consumer satisfaction. Consumer satisfaction is an individual's perception of what consumers feel about a product or service compared to consumer expectations. The quality of the integrated omni-channel service owned by BPJS Kesehatan creates a good perception of respondents that they can fulfil what the participants want and need beyond their expectations so that it will create great participant satisfaction.

The results of the research analysis on the first hypothesis, namely the perceived value of satisfaction with BPJS Kesehatan services in Jember, have a positive effect and the results are accepted. In this study, it can be seen from this estimate that 0.384 with a critical ratio value of 2.666 from a criterion value of more than equal to 1.96 and the result of the value of the p-value which shows the result of 0.008 which means️ 0.05 or 5%, namely that the hypothesis stating the perceived value of satisfaction is acceptable.

The results of the research analysis on the first hypothesis, namely omni-channel integrated quality on loyalty to BPJS Kesehatan services are not accepted. In this study, it can be seen from this estimate that is 0.155 with a critical ratio value of 1.342 which means that it does not meet the criteria, which is below 1.96 and the value of the p-value which shows the result of 0.108 above the criteria provisions is more than 5% which means that the hypothesis that states omni-channel integrated quality on loyalty is unacceptable and not significant. Based on the characteristics of the respondents related to the type of work, the largest respondents in this study were respondents with employment status as government employees, private employees and BUMN employees. When viewed from the characteristics of the respondents, the majority of whom have jobs as employees, all of them are active participants of BPJS Kesehatan because their participation is mandatory. In addition, the majority of employees have private health insurance benefits provided by the company, so that when performing health services and treatment, an employee tends to use the benefits of their private insurance. This is very possible because to get treatment services from health facilities using private insurance, you can easily go directly to the facility as desired by consumers, such as being free in choosing a hospital, private doctor's practice or clinic without having to go through or bring a referral/treatment recommendation. If taking treatment and health services using BPJS Kesehatan, participants must go through several service process procedures. The first one must first consult regarding complaints against family doctors (general practitioners) or clinics of first-level health facilities that have been registered according to participant data so that if participants want treatment to a specialist, they must get a referral or recommendation from a general practitioner at the first health facility. Some of these procedures make it possible for consumers to prefer to use the benefits of private insurance that they have in advance rather than using BPJS Kesehatan service facilities. Participants who are employees or wage earners will use the BPJS Kesehatan facility when the limit of their private insurance has expired.

In this study, it can be seen from this estimate that is 0.294 with a critical ratio value of 2.229 from a criterion value of more than equal to 1.96 and the result of the value of the p-value which shows the result of 0.026 which means less than equal to 0.05 or 5%, namely that the hypothesis stating the perceived value of loyalty is acceptable. The greater the customer's perceived value, the higher the level of customer loyalty perceived value contributes significantly to customer loyalty. This research study concludes that when customers perceive that the total value received from one company is greater than that of another company, this will result in higher loyalty.

Judging from this, the estimate is 0.301 with a critical ratio value of 2.287 from a criterion value of more than 1.96 and the result of the value of the p-value which shows a result of 0.005 which means less than equal to 0.05 or 5%, namely that the hypothesis stating satisfaction with loyalty is acceptable. The concept of loyalty can also influence purchasing decisions repeatedly in the future and become the main choice. So, in this study, satisfaction affects the loyalty of BPJS Kesehatan participants.

Implications

Based on the conclusions, the researcher tries to provide the following suggestions:

• BPJS Kesehatan management must evaluate gradually the variables of omni-channel integrated quality, participant perceived value, participant satisfaction to increase participant loyalty in the future. Conduct performance evaluations on second parties in collaboration with BPJS Health to find out whether participants during the service are served properly according to health service procedures and standards.

• For further research, it is expected to be able to examine using mediating variables. So that it can determine the direct and indirect effects between variables.

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