Penelitian ini mengkaji dampak Integrasi Teknologi Digital di Toko Fisik, Pengalaman Belanja Omnichannel, dan Interaktivitas Pelanggan melalui Media Sosial terhadap Kepuasan Pelanggan dalam konteks ritel di Indonesia dengan menggunakan pendekatan Phygital. Penelitian ini dilakukan dengan melibatkan 178 responden yang mengisi kuesioner berbasis skala Likert 1-5. Data yang diperoleh dianalisis menggunakan teknik regresi dan SmartPLS untuk menguji hubungan antara variabel bebas dan variabel terikat. Temuan utama menunjukkan bahwa integrasi teknologi digital, seperti kios layanan mandiri dan augmented reality, secara signifikan meningkatkan kepuasan pelanggan dengan memperkaya pengalaman belanja fisik. Pengalaman belanja omnichannel yang konsisten antara saluran online dan offline juga terbukti meningkatkan kepuasan pelanggan dengan menciptakan pengalaman yang mulus. Selain itu, interaktivitas melalui media sosial berkontribusi pada kepuasan pelanggan dengan memungkinkan keterlibatan langsung dan membangun hubungan yang lebih kuat dengan merek. Temuan ini relevan dengan tren Marketing 5.0 yang menekankan penggunaan teknologi untuk meningkatkan interaksi pelanggan dan pengalaman belanja. Penelitian ini memberikan wawasan penting bagi retailer di Indonesia dalam merancang strategi ritel yang menggabungkan elemen-elemen Phygital untuk memenuhi harapan konsumen yang semakin digital-savvy dan terhubung secara sosial.

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