OPTIMALISASI DISTRIBUSI OMNI-CHANNEL DAN PENGARUHNYA TERHADAP LOYALITAS PELANGGAN DALAM BISNIS E-COMMERCE DI INDONESIA

Abstrak

The digital era has significantly reshaped consumer behavior, prompting companies to adopt omni-channel strategies to integrate multiple channels seamlessly, enhancing customer shopping experiences. This study explores the optimization of omni-channel distribution and its impact on customer loyalty within the e-commerce industry in Indonesia. Employing a qualitative approach through case studies, data was collected via in-depth interviews with marketing, operations, and customer service managers from major Indonesian e-commerce businesses. Thematic analysis revealed several key challenges in omni-channel implementation, including technological integration, data management, inter-departmental coordination, logistics infrastructure, and maintaining service consistency. Successful strategies identified included understanding local consumer preferences, effective customer data integration, consistent branding across channels, mobile technology utilization, robust logistics infrastructure, regular staff training, and systematic performance measurement. Findings indicate that optimized omni-channel distribution significantly enhances customer satisfaction, retention, and brand recommendation, ultimately fostering higher customer loyalty. This research provides strategic insights for e-commerce businesses aiming to leverage omni-channel distribution effectively to strengthen market competitiveness and customer relationships.