Strategi Omnichannel dalam Mengelola Saluran Pemasaran Terintegrasi untuk Meningkatkan Pengalaman Pelanggan di Era Digital

Riska Perwita Sari; Ferdi Saviola; Hilyah Farah Firdaus

doi:10.61132/lokawati.v4i3.2560

Authors

Riska Perwita Sari Universitas Trunodjoyo Madura
Ferdi Saviola Universitas Trunodjoyo Madura
Hilyah Farah Firdaus Universitas Trunodjoyo Madura

DOI:

https://doi.org/10.61132/lokawati.v4i3.2560

Keywords:

Artificial Intelligence, Customer Experience, Digital Commerce, Integrated Marketing Channels, Omnichannel

Abstract

The rapid growth of digital commerce has encouraged companies to integrate digital and physical marketing channels to create seamless and consistent customer experiences. This study aims to analyze the role of integrated marketing channels through omnichannel strategies, the utilization of Artificial intelligence (AI), and their impact on customer experience in the context of digital commerce. The study employs a Systematic literature review (SLR) approach by examining relevant scholarly articles related to omnichannel marketing, AI technologies, and customer experience. The findings indicate that integrated marketing channels supported by AI enhance service personalization, customer engagement, operational efficiency, and the quality of interactions between companies and customers. Furthermore, the implementation of omnichannel strategies contributes to higher customer satisfaction and loyalty by providing a more connected experience across multiple customer touchpoints. However, the implementation of integrated marketing channels still faces several challenges, including fragmented channel integration, technological complexity, high investment requirements, and concerns regarding customer data privacy and security. Therefore, effective management of integrated marketing channels is essential for improving customer experience while creating sustainable competitive advantages for companies in an increasingly dynamic digital era.

Downloads

Download data is not yet available.

References

Alkhatib, S., Kecsk, P., & Keller, V. (2023). Green marketing in the digital age: A systematic literature review, 1–16. https://doi.org/10.3390/su151612369

Athaide, G. A. (2025). Marketing innovations and digital technologies: A systematic review, proposed framework, and future research agenda. Journal of Product Innovation Management, April 2022, 144–165. https://doi.org/10.1111/jpim.12741

Atif, S. (2023). The role of Industry 4.0-enabled data-driven shared platform as an enabler of product-service system in the context of circular economy: A systematic literature review and future research directions. September 2022, 275–295. https://doi.org/10.1002/bsd2.238

Bryła, P., & Chatterjee, S. (2025). The impact of social media marketing on consumer engagement in sustainable consumption: A systematic literature review.

Bujalance-l, L., Gonz, L., & Sancho, L. (2026). Restaurant revenue management: A systematic literature review and. British Food Journal, 127(6), 2169–2196. https://doi.org/10.1108/BFJ-08-2024-0816

Chen, Y., & Prentice, C. (2025). Integrating artificial intelligence and customer experience. https://doi.org/10.1177/14413582241252904

Dabees, A., Barakat, M., Elbarky, S. S., & Lisec, A. (2023). A framework for adopting a sustainable reverse logistics service quality for reverse logistics service providers: A systematic literature review. https://doi.org/10.3390/su15031755

Erensoy, A., Baghaei, N., Mathrani, A., Schnack, A., & Elms, J. (2024). Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli-organisms-responses (S-O-R) model. June, 2781–2811. https://doi.org/10.1002/cb.2374

Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. (2021). Omnichannel customer experience and management: An integrative review and research agenda. https://doi.org/10.3390/su13052824

Ghorbani, M., Karampela, M., & Tonner, A. (2022). Consumers' brand personality perceptions in a digital world: A systematic literature review and research agenda. August 2021, 1960–1991. https://doi.org/10.1111/ijcs.12791

Greilich, A., Bremser, K., & Wüst, K. (2025). Consumer response to anthropomorphism of text-based AI chatbots: A systematic literature review and future research directions. https://doi.org/10.1111/ijcs.70108

Halibas, A. S., & Akram, U. (2023). Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions. May, 1237–1264. https://doi.org/10.1002/cb.2186

Iglesias-Pradas, S. (2023). The future of e-commerce: Overview and prospects of multichannel and omnichannel retail, 656–667. https://doi.org/10.3390/jtaer18010033

London, M., Sessa, V. I., & Shelley, L. A. (2023). Developing self-awareness: Learning processes for self- and interpersonal growth, 261–288. https://doi.org/10.1146/annurev-orgpsych-120920-044531

Luminit, A. N., & Tudorache, M. T. (2022). Human-computer interaction in customer service: The experience with AI chatbots—A systematic.

Mittameedi, S. K. (2025). Customer experience in e-commerce: A systematic review of metrics, models, and the role of AI. IEEE Access, 13(August), 154422–154437. https://doi.org/10.1109/ACCESS.2025.3600729

Negri, M., Cagno, E., Colicchia, C., & Sarkis, J. (2021). Integrating sustainability and resilience in the supply chain: A systematic literature review and a research agenda. October 2020, 2858–2886. https://doi.org/10.1002/bse.2776

Risberg, A. (2023). A systematic literature review on e-commerce logistics: Towards an e-commerce and omni-channel decision framework. The International Review of Retail, Distribution and Consumer Research, 33(1), 67–91. https://doi.org/10.1080/09593969.2022.2089903

Rusu, C., & Cano, S. (2021). Applied sciences student experience: A systematic literature review.

Stevan, T., Furquim, G., Pereira, C., Pereira, R., & Vieira, W. (2023). The different phases of the omnichannel consumer buying journey: A systematic literature review and future research directions, 79–104. https://doi.org/10.3390/jtaer18010005

Theodorakopoulos, L., & Theodoropoulou, A. (2024). Leveraging big data analytics for understanding consumer behavior in digital marketing: A systematic review. 2024. https://doi.org/10.1155/2024/3641502

Wolf, L., & Steul, M. (2023). Factors of customers' channel choice in an omnichannel environment: A systematic literature review. Management Review Quarterly, 73(4). https://doi.org/10.1007/s11301-022-00281-w

Wu, T., Jiang, N., Kumar, T. B. J., & Chen, M. (2024). The role of cognitive factors in consumers' perceived value and subscription intention of video streaming platforms: A systematic literature review. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2329247