Analysis of Omni Channel Strategy in Digital Retail on Modern Indonesian Consumer Behavior: Analisis Strategi Omni Channel dalam Ritel Digital terhadap Perilaku Konsumen Indonesia Modern

Farisha Andi Baso; Santa Lusianna Sitorus; Vivi Meilinda; Sheila Aulia Anjani; Marta Rodriguez

doi:10.34306/abdi.v6i1.1226

Penulis

Farisha Andi Baso Muhammadiyah University of Makassar Author https://orcid.org/0000-0003-2114-9771
Santa Lusianna Sitorus Universitas Insan Pembangunan Indonesia Author
Vivi Meilinda Sekolah Tinggi Ilmu Kesehatan Muhammadiyah Kuningan Author
Sheila Aulia Anjani University of Raharja Author https://orcid.org/0009-0007-9121-1151
Marta Rodriguez Eduaward Incorporation Author

DOI:

https://doi.org/10.34306/abdi.v6i1.1226

Kata Kunci:

Omni Channel, Consumer Behavior, Sustainable Retail

Abstrak

The development of digital technology has driven a profound transformation in the retail industry, giving rise to the omni-channel strategy as a holistic ap proach to meet modern consumer expectations. This study aims to analyze the influence of online and offline channel integration on Indonesian consumer behavior in the context of digital retail. Using a qualitative approach through literature review and secondary data analysis, this study reveals that today’s In donesian consumers show a high preference for convenience, personalization, and speed of service in the shopping experience. An omni-channel strategy enables companies to provide a consistent, adaptive, and integrated consumer journey across various interaction points, which has a positive impact on customer loyalty and operational efficiency. Furthermore, the implementation of this strategy aligns with sustainability principles, particularly in supporting Sustainable Development Goals (SDGs) 9 (industrial and infrastructure innova tion) and point 12 (responsible consumption and production). These findings confirm that the success of digital retail in Indonesia is highly dependent on the ability of business actors to strategically manage channel integration, under stand evolving consumer behavior, and prioritize sustainability values in their operations.

Referensi

A. Rizky, R. W. Nugroho, W. Sejati, O. Sy et al., “Optimizing blockchain digital signature security in driving innovation and sustainable infrastructure,” Blockchain Frontier Technology, vol. 4, no. 2, pp. 183–192, 2025.

P. Purnamasari, M. H. R. Hasim, A. O. Febriana, and I. Awalia, “Penerapan digital marketing sebagai strategi pemasaran pada “seblak neng lilis” di era modern,” Lentera Pengabdian, vol. 2, no. 04, pp. 366 372, 2024.

Z. Zainol, G. Brotosaputro, S. C. Chen, and E. A. Natasya, “Designing ethical ai systems for sustainable technology development,” ADI Journal on Recent Innovation, vol. 6, no. 2, pp. 201–211, 2025.

M. Sugiat, N. Saabira, and D. Witarsyah, “Omni-channel service analysis of purchase intention,” JOIV: International Journal on Informatics Visualization, vol. 7, no. 4, pp. 2543–2549, 2023.

B.F.Susanto and D.Djawoto, “Omnichannel marketing strategy on shrimp amplang shopping experience in the digital age with consumer engagement as a mediating variable,” in International Conference of Business and Social Sciences, 2024, pp. 562–573.

M. Khussurur, D. F. Murtadho, A. Fathonah, M. N. F. Fatah, and F. M. Savitri, “Analisis implementasi manajemenrisiko bisnis (studi kasus umkm lapar caf´ e karawang),” ADI Bisnis Digital Interdisiplin Jurnal, vol. 5, no. 1, pp. 22–25, 2024.

N. N. Hasbullah, A. K. R. Kiflee et al., “Mapping the trend of digital transformation in omni-channel retailing: a bibliometric analysis,” Marketing i menedˇzment innovacij, vol. 15, no. 1, pp. 29–40, 2024.

A. Sari, M. R. Ramelan, and N. I. Nabila, “Omnichannel integration quality analysis, cross buying intention to perceived value, study on tokopedia indonesia,” in Proceedings of the 3rd Universitas Lampung International Conference on Social Sciences (ULICoSS 2022), vol. 740. Springer Nature, 2023, p. 164.

A.Kadim, I. Yusnita, A. Sutarman, R. Lesmana, and F. A. Ramahdan, “Assessing the impact of corporate governance and strategic leadership on economic growth and market stability,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 6, no. 2, pp. 177–187, 2025.

I. D. Nagy, D.-C. Dabija, R. E. Cramarenco, and M. I. Burc˘ a-Voicu, “The use of digital channels in omni channel retail—an empirical study,” Journal of Theoretical and Applied Electronic Commerce Research, vol. 19, no. 2, pp. 797–817, 2024.

Y. G. Widjaja, I. G. So, R. Setiowati, and A. Furinto, “The influence of utilitarian value and hedonic value on omni-channel shopping intention through tam perceived usefulness and perceived ease of use,” Journal of Theoretical and Applied Information Technology, vol. 101, no. 8, pp. 3187–3198, 2023.

S. N. Julianti, I. K. Mala et al., “Perkembangan digital marketing di era revolusi industri 4.0 (studi empiris tentang kelebihan dan jenis digital marketing),” Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora, vol. 4, no. 2, pp. 216–223, 2024.

U. S. Sulistyawati et al., “Decoding big data: Mengubah data menjadi keunggulan kompetitif dalam pengambilan keputusan bisnis,” Jurnal Manajemen dan Teknologi, vol. 1, no. 2, pp. 58–71, 2024.

H. Hartatik, B. Kwintiana, T. A. Nengsih, A. Baradja, B. Harto, I. G. I. Sudipa, I. P. S. Handika, I. Adhicandra, R. M. D. Gugat et al., DATA SCIENCE FOR BUSINESS: Pengantar & Penerapan Berbagai Sektor. PT. Sonpedia Publishing Indonesia, 2023.

G. Khanna, M. G. Ilham, T. W. Rafiuddin et al., “Developing digipreneurship ecosystem in local communities to enhance digital innovation,” Startupreneur Business Digital (SABDA Journal), vol. 4, no. 1, pp. 55–63, 2025.

A. D. Suwandita, V. Pijasari, A. E. D. Prasetyowati, and M. I. Anshori, “Analisis data human resources untuk pengambilan keputusan: Penggunaan analisis data dan artificial intelligence (ai) dalam meramalkan tren sumber dayamanusia, pengelolaan talenta, dan rentensi karyawan,” Manajemen Kreatif Jurnal, vol. 1, no. 4, pp. 97–111, 2023.

R.Z.RamadhanaandM.I.P.Nasution, “Analisis dampakpenerapan teknologi ai pada pengambilan keputusan strategis dalam sistem informasi manajemen,” Jurnal Ilmiah Research and Development Student, vol. 2, no. 1, pp. 161–168, 2024.

N. P. L. Santoso, R. Nurmala, and U. Rahardja, “Corporate leadership in the digital business era and its impact on economic development across global markets,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 6, no. 2, pp. 188–195, 2025.

H. Arifulsyah, H. R. Yuliantoro, and A. Bhayangkara, “Pengaruh penerapan analisis big data dalam pengambilan keputusan investasi saham,” Jurnal Akuntansi Keuangan Dan Bisnis, vol. 16, no. 2, pp. 169–178, 2023.

Z. Wiranti and H. Ali, “Swot analysis and so, st, wo and wt strategies in optimizing marketing strategies for competitive advantage at xyz fashion stores,” Greenation International Journal of Engineering Science, vol. 3, no. 1, pp. 10–22, 2025.

Y. Aeni, “Peranan artificial intelligence dalam digital marketing untuk meningkatkan customer experience,” Unigal, 2024.

N. Safitri and E. G. Marsasi, “Implementation of integrated marketing communication based on omnichannel marketing in the junique marketing program,” Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), vol. 7, no. 1, pp. 336–350, 2023.

R. Dwi Santy and M. Iffan, “The effect of artificial intelligence and gamification on online purchase intention mediated by customer experience: study on indonesian marketplace users,” Mix: Jurnal Ilmiah Manajemen, vol. 13, no. 1, 2023.

Y. E. Rachmad, The Future of Influencer Marketing: Evolution of Consumer Behavior in the Digital World. PT. Sonpedia Publishing Indonesia, 2024.

M. Murod, S. Anhar, D. Andayani, A. Fitriani, and G. Khanna, “Blockchain based intellectual property management enhancing security and transparency in digital entrepreneurship,” Aptisi Transactions on Technopreneurship (ATT), vol. 7, no. 1, pp. 240–251, 2025.

O. Johnson, W. Brown, and G. Wilson, “Examining the impact of technology adoption on marketing strategies in retail,” psychology international, 2024.

S. Sehani, A. Novandalina, Y. Rivai, and H. Noviasari, “Omnichannel marketing in the digital age: Effective strategies to reach multichannel consumers in indonesia,” West Science Interdisciplinary Studies, vol. 1, no. 09, pp. 850–858, 2023.

S. Rukiastiandari, D. Suleman, L. Yuliawati, F. Mutia, L. Rohimah et al., “How platform features drive consumer behavior on omnichannel in indonesia,” International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC), vol. 1, no. 5, pp. 648–670, 2023.

L. I. M. Hariasih1, A. L. Larassaty1, and D. A. Putri, “Optimizing omnichannel retail in indonesia: The strong mediating role of best customer experience strategy,” in Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022), vol. 748. Springer Nature, 2023, p. 255.

D. Yunita, M. Adam, Z. Wahab, I. Andriana, and W. Nailis, “Omni-channel strategy in the digital retail environment,” Management in Marketing Communications, p. 163, 2024.

P. A. Yulisa and D. Permana, “Analysis effect of omni channel on the msme’s performance in craft industry through customer experience and customer relationship management,” International Humanities and Applied Sciences Journal (IHASJ), vol. 3, no. 3, pp. 19–27, 2022

R. Mishra, R. K. Singh, and B. Koles, “Consumer decision-making in omnichannel retailing: Literature review and future research agenda,” International Journal of Consumer Studies, vol. 45, no. 2, pp. 147–174, 2021.

D. Schrotenboer, E. Constantinides, C. Herrando, and S. de Vries, “The effects of omni-channel retailing on promotional strategy,” Journal of theoretical and applied electronic commerce research, vol. 17, no. 2, pp. 360–374, 2022.

T. H. Bijmolt, M. Broekhuis, S. De Leeuw, C. Hirche, R. P. Rooderkerk, R. Sousa, and S. X. Zhu, “Challenges at the marketing–operations interface in omni-channel retail environments,” Journal of business research, vol. 122, pp. 864–874, 2021.

X.-J. Lim, J.-H. Cheah, Y. K. Dwivedi, and J. E. Richard, “Does retail type matter? consumer responses to channel integration in omni-channel retailing,” Journal of Retailing and Consumer Services, vol. 67, p. 102992, 2022.

M. M. Pereira and E. M. Frazzon, “A data-driven approach to adaptive synchronization of demand and supply in omni-channel retail supply chains,” International Journal of Information Management, vol. 57, p. 102165, 2021.

S.-c. Son, J. Bae, and K. H. Kim, “The effect of perceived agility on intention to reuse omni-channel: Focused on mediating effect of integration quality of omni-channel,” Journal of Global Fashion Marketing, vol. 12, no. 4, pp. 375–389, 2021.

S. Sehani, A. Novandalina, Y. Rivai, and H. Noviasari, “Omnichannel marketing in the digital age: Effective strategies to reach multichannel consumers in indonesia,” West Science Interdisciplinary Studies, vol. 1, no. 09, pp. 850–858, 2023.

S. Rukiastiandari, D. Suleman, L. Yuliawati, F. Mutia, L. Rohimah et al., “How platform features drive consumer behavior on omnichannel in indonesia,” International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC), vol. 1, no. 5, pp. 648–670, 2023.

L. I. M. Hariasih1, A. L. Larassaty1, and D. A. Putri, “Optimizing omnichannel retail in indonesia: The strong mediating role of best customer experience strategy,” in Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022), vol. 748. Springer Nature, 2023, p. 255.

D. Yunita, M. Adam, Z. Wahab, I. Andriana, and W. Nailis, “Omni-channel strategy in the digital retail environment,” Management in Marketing Communications, p. 163, 2024.

P. A. Yulisa and D. Permana, “Analysis effect of omni channel on the msme’s performance in craft industry through customer experience and customer relationship management,” International Humanities and Applied Sciences Journal (IHASJ), vol. 3, no. 3, pp. 19–27, 2022.