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

Simanjuntak, Marisa Claudy Eminen (2026) STRATEGI OMNICHANEL MARKETING TERHADAP KEPUASAN KONSUMEN MELALUI MEDIA E-COMMERCE PADA PLATFORM SHOPEE.COM (STUDI KASUS PRODUK KUACI REBO). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis penerapan strategi Omnichannel Marketing terhadap kepuasan konsumen produk makanan ringan Kuaci Rebo melalui media E-Commerce pada platform Shopee. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi terhadap pihak PT Adna Sentral Niaga serta konsumen Kuaci Rebo yang melakukan pembelian melalui Shopee. Hasil penelitian menunjukkan bahwa strategi Omnichannel Marketing diterapkan melalui integrasi berbagai saluran digital, seperti media sosial, Click to WhatsApp (CTWA), Shopee Chat, Broadcast Message, dan Shopee Mall sebagai pusat transaksi. Integrasi saluran tersebut mampu menciptakan konsistensi informasi produk, meningkatkan responsivitas pelayanan, memberikan kemud ahan transaksi, serta membangun pengalaman berbelanja yang positif bagi konsumen. Kepuasan konsumen tercermin dari kemudahan memperoleh informasi, kecepatan pelayanan, kemudahan pembayaran, serta munculnya pembelian ulang dan rekomendasi produk kepada konsumen lain melalui word of mouth digital. Temuan penelitian menunjukkan bahwa penerapan strategi Omnichannel Marketing berperan dalam meningkatkan kepuasan konsumen dan memperkuat hubungan antara perusahaan dengan pelanggan pada platform Shopee./ This study aims to analyze the implementation of an Omnichannel Marketing strategy on consumer satisfaction with Kuaci Rebo snacks through the 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.

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