STRATEGI OMNICHANEL MARKETING TERHADAP KEPUASAN KONSUMEN PRODUK MAKANAN RINGAN MELALUI MEDIA E-COMMERCE PADA PLATFORM SHOPEE.COM (STUDI KASUS PRODUK KUACI REBO)

Abstract

This study aims to analyze the implementation of an omnichannel marketing strategy on consumer satisfaction with Kuaci Rebo snacks through the e-commerce platform Shopee. The study employed a qualitative approach with a case study method. Data were collected through in-depth interviews, observations, and documentation with PT Adna Sentral Niaga and Kuaci Rebo consumers who purchased through Shopee. The results indicate that an omnichannel marketing strategy is implemented through the integration of various digital channels, such as social media, Click to WhatsApp (CTWA), Shopee Chat, Broadcast Messages, and Shopee Mall as a transaction center. This channel integration creates consistent product information, increases service responsiveness, facilitates transactions, and fosters a positive shopping experience for consumers. Consumer satisfaction is reflected in the ease of obtaining information, speed of service, ease of payment, and the emergence of repeat purchases and product recommendations to other consumers through digital word of mouth. The research findings indicate that the implementation of an omnichannel marketing strategy plays a role in increasing consumer satisfaction and strengthening the relationship between the company and its customers on the Shopee platform.

Keywords: Omnichannel Marketing, Consumer Satisfaction, E-Commerce, Shopee, Kuaci Rebo.