Integrasi Kanal Offline dan Online: Perspektif Baru Tentang Strategi Omnichannel Pada Industri Ritel Di Indonesia

aksan aksan; Eko  Marsolisdiono; Ahmad Hamid; Rudin Rudin; Wiwin Sultraeni

doi:10.31004/riggs.v4i3.3022

Authors

aksan aksan Akademi Manajemen Bisnis Kendari
Eko Marsolisdiono Akademi Manajemen Bisnis Kendari
Ahmad Hamid Universitas Nahdlatul Ulama Sulawesi Tenggara
Rudin Rudin Stikom22 Januari
Wiwin Sultraeni Universitas Nahdlatul Ulama Sulawesi Tenggara

DOI:

https://doi.org/10.31004/riggs.v4i3.3022

Keywords:

Integrasi Kanal, Manajemen Ritel, Omnichannel, Perilaku Konsumen, Sumber Daya Manusia

Abstract

Penelitian ini bertujuan untuk mengeksplorasi secara mendalam strategi integrasi kanal offline dan online dalam industri ritel di Indonesia dari perspektif internal organisasi dan pengalaman pelanggan. Transformasi digital telah mendorong perubahan mendasar dalam perilaku konsumen dan sistem operasional bisnis ritel secara global. Namun, di Indonesia, penerapan strategi omnichannel masih menghadapi tantangan struktural dan teknologis yang kompleks, termasuk keterbatasan infrastruktur digital serta kesiapan sumber daya manusia. Penelitian sebelumnya cenderung berfokus pada konteks negara maju dan orientasi konsumen, sehingga perspektif internal organisasi ritel di negara berkembang belum banyak dikaji secara empiris. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi eksploratif melalui wawancara mendalam terhadap manajer ritel, kepala toko, konsumen, dan praktisi industri. Data dianalisis menggunakan metode thematic analysis berbasis pendekatan Braun & Clarke (2021) untuk mengidentifikasi pola, tema, dan hubungan antar faktor dalam proses integrasi omnichannel. Hasil penelitian menunjukkan bahwa keberhasilan strategi omnichannel ditentukan oleh keterpaduan sistem data pelanggan dan logistik, kesiapan SDM digital, serta kemampuan memahami perilaku konsumen lintas kanal. Penelitian ini memberikan implikasi teoretis dengan memperluas konsep Customer Experience Management dalam konteks negara berkembang dan memberikan panduan praktis bagi pelaku ritel untuk membangun model integrasi omnichannel yang adaptif, berkelanjutan, dan berorientasi pada pelanggan.

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