Dinamika
Vol 3 No 1 (2023): DINAMIKA : Jurnal Manajemen Sosial Ekonomi

Pemanfaatan Starategi Bisnis Omnichannel Marketing pada UMKM Kabupaten OKU Timur

Dwi Lestari (UIN Raden Intan Lampung)
Muhammad Iqbal Fasa (UIN Raden Intan Lampung)
Suharto Suharto (UIN Raden Intan Lampung)

Article Info

Publish Date
26 Jul 2023

Abstract

The rapid development of technology causes consumer tastes to change. With advances in the field of digitalization, it encourages consumers to behave instantaneously. This opens opportunities for MSMEs in terms of expanding the marketing of their products. One of them is implementing an omnichannel marketing business strategy through the Instagram platform. This research aims to describe the use of omnichannel marketing by MSMEs in East OKU Regency using descriptive qualitative research methods. The results of the study show that omnichannel marketing can shape MSME branding so that it can increase E-WoM (electronic word of mouth) so that product sales by MSME players experience an increase. This research is expected to be able to provide input regarding the use of omnichannel marketing business strategies for MSMEs.

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Journal Info
Dinamika
Website

Abbrev

dinamika

Publisher

Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Merupakan peer-reviewed journal yang mempublikasikan artikel-artikel ilmiah dalam bidang ilmu-ilmu ekonomi manajemen dan bisnis yang meliputi bidang manajemen operasional, manajemen sumber daya manusia, manajemen keuangan, manajemen pemasaran, sosial, Ekonomi yang dikelola dan diterbitkan oleh LPPM ...