INTEGRASI OMNICHANNEL MARKETING DAN CONTENT MARKETING: KAJIAN KUALITATIF TENTANG DAMPAKNYA PADA LOYALITAS PELANGGAN SEKTOR RITEL KULINER DI BANDUNG

Kartika Indah Lestari; Budi Harto

doi:10.31004/jrpp.v7i2.25967

Authors

Kartika Indah Lestari Politeknik LP3I
Budi Harto Politeknik LP3I

DOI:

https://doi.org/10.31004/jrpp.v7i2.25967

Keywords:

Omnichannel Marketing, Content Marketing, Loyalitas Pelanggan, Sektor Ritel Kuliner, Strategi Pemasaran Digital.

Abstract

Dalam era digital saat ini, integrasi omnichannel marketing dan content marketing menjadi strategi kunci untuk meningkatkan loyalitas pelanggan, terutama di sektor ritel kuliner. Penelitian ini mengkaji dampak integrasi strategi tersebut terhadap loyalitas pelanggan melalui pendekatan kualitatif, dengan fokus pada sektor ritel kuliner. Melalui wawancara mendalam dan analisis studi kasus dari berbagai entitas ritel kuliner, penelitian ini mengidentifikasi bagaimana kombinasi efektif antara omnichannel marketing dan content marketing dapat mempengaruhi persepsi, kepuasan, dan akhirnya, loyalitas pelanggan. Hasil penelitian menunjukkan bahwa integrasi omnichannel marketing dan content marketing secara signifikan meningkatkan keterlibatan pelanggan melalui pengalaman belanja yang seamless dan personalisasi konten yang relevan, yang berkontribusi pada peningkatan loyalitas pelanggan. Selain itu, penelitian ini menemukan bahwa keberhasilan integrasi strategi ini sangat tergantung pada kemampuan ritel untuk mengumpulkan, menganalisis, dan memanfaatkan data pelanggan secara real-time untuk menyajikan konten yang menarik dan pengalaman belanja yang memuaskan. Temuan ini menyarankan bahwa ritel kuliner perlu mengadopsi pendekatan holistik dalam mengimplementasikan omnichannel dan content marketing untuk membangun hubungan yang lebih kuat dengan pelanggan. Penelitian ini memberikan wawasan berharga bagi praktisi ritel kuliner dalam mengembangkan strategi pemasaran yang efektif untuk meningkatkan loyalitas pelanggan di era digital. In today's digital era, the integration of omnichannel marke Dalam era digital saat ini, integrasi omnichannel marketing dan content marketing menjadi strategi kunci untuk meningkatkan loyalitas pelanggan, terutama di sektor ritel kuliner. Penelitian ini mengkaji dampak integrasi strategi tersebut terhadap loyalitas pelanggan melalui pendekatan kualitatif, dengan fokus pada sektor ritel kuliner. Melalui wawancara mendalam dan analisis studi kasus dari berbagai entitas ritel kuliner, penelitian ini mengidentifikasi bagaimana kombinasi efektif antara omnichannel marketing dan content marketing dapat mempengaruhi persepsi, kepuasan, dan akhirnya, loyalitas pelanggan. Hasil penelitian menunjukkan bahwa integrasi omnichannel marketing dan content marketing secara signifikan meningkatkan keterlibatan pelanggan melalui pengalaman belanja yang seamless dan personalisasi konten yang relevan, yang berkontribusi pada peningkatan loyalitas pelanggan. Selain itu, penelitian ini menemukan bahwa keberhasilan integrasi strategi ini sangat tergantung pada kemampuan ritel untuk mengumpulkan, menganalisis, dan memanfaatkan data pelanggan secara real-time untuk menyajikan konten yang menarik dan pengalaman belanja yang memuaskan. Temuan ini menyarankan bahwa ritel kuliner perlu mengadopsi pendekatan holistik dalam mengimplementasikan omnichannel dan content marketing untuk membangun hubungan yang lebih kuat dengan pelanggan. Penelitian ini memberikan wawasan berharga bagi praktisi ritel kuliner dalam mengembangkan strategi pemasaran yang efektif untuk meningkatkan loyalitas pelanggan di era digital. ting and content marketing is a key strategy to increase customer loyalty, especially in the culinary retail sector. This research examines the impact of the integration of these strategies on customer loyalty through a qualitative approach, with a focus on the culinary retail sector. Through in-depth interviews and case study analysis of various culinary retail entities, this research identifies how an effective combination of omnichannel marketing and content marketing can influence customer perception, satisfaction, and ultimately, loyalty. The results show that the integration of omnichannel marketing and content marketing significantly increases customer engagement through seamless shopping experiences and personalisation of relevant content, which contributes to increased customer loyalty. In addition, the study found that the successful integration of these strategies is highly dependent on the retailer's ability to collect, analyse and utilise real-time customer data to present engaging content and satisfying shopping experiences. The findings suggest that culinary retailers need to adopt a holistic approach in implementing omnichannel and content marketing to build stronger relationships with customers. This research provides valuable insights for culinary retail practitioners in developing effective marketing strategies to increase customer loyalty in the digital era.

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