STRATEGI PEMASARAN OMNICHANNEL PRODUK KUE LAPIS LEGIT EKONOMIS PADA PT LUMERA BOGA ABADI JAMBI
Abstract
Abstrak
Penelitian ini bertujuan untuk menganalisis gambaran strategi pemasaran produk kuliner tradisional “Kue Lapis Legit Ekonomis” pada PT Lumera Boga Abadi Jambi berdasarkan pendekatan omnichannel, serta merumuskan strategi pemasaran alternatif melalui analisis SWOT pada setiap elemen omnichannel marketing. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam kepada pemilik usaha dan staf pemasaran. Instrumen penelitian disusun berdasarkan 18 indikator omnichannel yang mencakup integrasi kanal, customer journey, touchpoint experience, experience drivers, serta customer outcomes. Data dianalisis menggunakan analisis SWOT untuk mengidentifikasi faktor internal dan eksternal, serta dilanjutkan dengan metode Quantitative Strategic Planning Matrix (QSPM) untuk menentukan prioritas strategi. Hasil penelitian menunjukkan bahwa PT Lumera Boga Abadi telah menerapkan multi-channel marketing, namun belum sepenuhnya terintegrasi secara omnichannel, terutama dalam hal sinkronisasi sistem, transaksi lintas kanal, dan pengelolaan data pelanggan. Analisis SWOT menempatkan perusahaan pada kuadran I (agresif), sehingga strategi yang direkomendasikan berfokus pada pemanfaatan kekuatan untuk menangkap peluang. Berdasarkan QSPM, diperoleh lima strategi prioritas, yaitu integrasi omnichannel antar kanal, ekspansi pemasaran digital, pengembangan sistem informasi terintegrasi, implementasi Customer Relationship Management (CRM), serta pengembangan website atau aplikasi sebagai pusat ekosistem digital. Penelitian ini memberikan kontribusi praktis bagi pengembangan strategi pemasaran UMKM berbasis omnichannel yang terintegrasi dan berorientasi pada pelanggan.
Kata kunci: omnichannel marketing, SWOT, QSPM, customer experience, strategi pemasaran
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