Published: 2025-10-01

Analisis Strategi Pemasaran Digital Terintegrasi dan Implementasi Tren Omnichannel Terhadap Perilaku Konsumen di Indonesia

DOI: 10.35870/jemsi.v11i5.4489

Dewi Sekarsari, Ajat Sudrajat, H. Asep Muslihat
  • Dewi Sekarsari: Universitas Singaperbangsa Karawang , Indonesia
  • Ajat Sudrajat: Universitas Singaperbangsa Karawang
  • H. Asep Muslihat: Universitas Singaperbangsa Karawang
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Abstract

The development of digital technology has driven significant changes in how consumers interact and transact with brands. This study aims to analyze the influence of integrated digital marketing strategies and the implementation of omnichannel trends on consumer behavior change in Indonesia. The research employed a quantitative approach through the distribution of questionnaires to active digital platform users. The results indicate that both variables significantly affect consumer decision-making, preferences, and loyalty. These findings highlight the synergy between digital and physical channels in effectively meeting modern consumer expectations.

Keywords

Digital Marketing ; Omnichannel ; Consumer Behavior

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How to Cite

Sekarsari, D., Sudrajat, A., & Muslihat, H. A. (2025). Analisis Strategi Pemasaran Digital Terintegrasi dan Implementasi Tren Omnichannel Terhadap Perilaku Konsumen di Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(5), 3036-3045. https://doi.org/10.35870/jemsi.v11i5.4489
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 5 (2025)

  • Section: Articles

  • Published: %750 %e, %2025

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Author Biographies
Dewi Sekarsari
Google Scholar ResearchGate ORCID

Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Singaperbangsa Karawang, Kabupaten Karawang, Jawa Barat, Indonesia.

Ajat Sudrajat
Google Scholar ResearchGate ORCID

Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Singaperbangsa Karawang, Kabupaten Karawang, Jawa Barat, Indonesia.

H. Asep Muslihat
Google Scholar ResearchGate ORCID

Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Singaperbangsa Karawang, Kabupaten Karawang, Jawa Barat, Indonesia.

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