SUMMARY
The research aims to develop a theoretical model of consumption value associated with adopting omnichannel service technology, with the empirical context of the household appliance retail sector consisting of functional value, epistemic value, social value, and emotional value influencing purchase intention. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used to test and analyze the data. The sample consists of 384 responses that can be used from individuals who purchased household appliances in the Omnichannel. The results showed that functional and social values influenced purchasing household appliances, while emotional and epistemic values did not affect purchase intention. Because of that, Omnichannel retail should focus on creating functional value and social value. Despite this, all channels have to work to guarantee a seamless transition between online and offline channels. This study's findings are helpful for businesses in implementing an omnichannel approach.