Understanding the Essence of Omnichannel in Indonesia’s Emerging Digital Marketing Era for Better Customer Experience
List of Authors
Aura Alam Shafira
Keyword
Omnichannel, Consumer Behaviour, E-Commerce Trends, Digital Marketing
Abstract
The global spread of the coronavirus pandemic has triggered significant economic shifts, making businesses, mainly in Indonesia, to enter online marketplaces. This paper consists of research to look into how businesses in Indonesia uses omnichannel strategy and analysed the consumer responses towards this approach. Additionally, this research is also highlighting the importance of using omnichannel strategy for businesses. This research will use a mixed methodology, combining a qualitative approach for primary research and a quantitative approach for secondary research. The primary research will involve a literature review that critically analyses 30 sources on the topic, aiming to provide additional insights to supplement existing literature. The review shows that most businesses in Indonesia have moved online, primarily to enhance customer engagement through e-commerce. However, survey data from Indonesian respondents reveals that while e-commerce was beneficial during the pandemic, it is now increasingly vulnerable to cyberattacks, raising concerns about the security and sustainability of these digital transformations. Result shows that sustainability is going to remain an enormous challenge for businesses and consumers identically with some consumers unaware of sustainability issues and others experiencing negative consequences, such as breaches in cybersecurity, businesses are under pressure to develop more effective strategies. As a result, businesses must strike a balance between meeting consumer expectations, ensuring secure platforms, and promoting long-term sustainability.