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All Journal Ihtiyath : Jurnal Manajemen Keuangan Syariah
Al Hadi
Universitas Islam Negeri Ar-Raniry Banda Aceh, Indonesia
Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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Persaingan Pasar di Era Digital dan Daya Bertahan Para Pelaku Usaha UMKM(Studi tentang Kemampuan Pelaku Usaha Menggunakan Omnichannel Marketing Model) Al Hadi; Muhammad Maulana; Muhammad Fauzan; Muhammad Farid
IHTIYATH : Jurnal Manajemen Keuangan Syariah Vol. 10 No. 1 (2026): Ihtiyath : Jurnal Manajemen Keuangan Syariah
Publisher : Fakultas Ekonomi dan Bisnis Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/ihtiyath.v10i1.13992

Abstract

This study examines the implementation of omnichannel marketing strategies among Micro, Small, and Medium Enterprises (MSMEs) in Meulaboh in responding to market competition in the digital era. The research focuses on how the integration of conventional and digital marketing contributes to improving business competitiveness, customer experience, and business sustainability. This study employed a descriptive qualitative approach through observations and contextual analysis of MSME marketing practices. The findings reveal that omnichannel marketing enables MSMEs to integrate direct personal interaction with the broad reach and efficiency of digital platforms, thereby enhancing service consistency, customer engagement, and consumer loyalty. The study also identifies several major challenges, including limited digital literacy, inadequate system integration, and constraints in managing consistent services across online and offline channels. Furthermore, the integration of offline and online marketing through omnichannel strategies has the potential to strengthen MSME resilience amid increasingly dynamic digital market competition. Therefore, strengthening digital capabilities, technological adaptation, and technical assistance are essential to support the sustainability and long-term competitiveness of MSMEs in Meulaboh.  
Co-Authors Muhammad Farid Muhammad Fauzan Muhammad Maulana