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Dwihandoko, Toto Heru
Fakultas Ekonomi Universitas Islam Majapahit
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Omnichannel Strategies in Retail Marketing: A PRISMA-Based Systematic Literature Review and Bibliometric Analysis Dwihandoko, Toto Heru
Takuana: Jurnal Pendidikan, Sains, dan Humaniora Vol. 4 No. 4 (2026): Takuana (January-March)
Publisher : MAN 4 Kota Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56113/takuana.v4i4.359

Abstract

This study aims to map and synthesize the development of research on omnichannel strategies in retail marketing. The research was undertaken to address the fragmented nature of existing studies, which predominantly focus on customer outcomes while overlooking organizational enablers. A PRISMA-based systematic literature review, combined with a bibliometric analysis, was employed to ensure a rigorous, transparent, and replicable approach. Following a structured screening process, 70 relevant empirical articles published between 2020 and 2025 were analyzed to identify publication trends, dominant themes, and research gaps. The findings indicate that omnichannel research has grown rapidly and is strongly centered on customer experience, satisfaction, loyalty, and behavioral intentions, reflecting the prominence of Customer Journey Theory. However, limited attention is given to internal organisational capabilities. By integrating the Resource-Based View, this study highlights the importance of coordinated internal resources for effective omnichannel implementation and provides directions for future research and managerial practice.
Co-Authors Abdul Karim Abdul Karim Afandi, Arif Aida Anjelina Alfiana Amelia Asma’ul Windasari Arindi Listasari Ariski, Ema Dwi Aula, Vikrul Budi Utami Dian Novitasari Dwi Fitriyani, Dwi Dwi Silvialorensa, Dina Eko Budi Lestari Evi Sirait Fitri Isnaini, Nurdiana Hadi Purnomo, Agus Hari Setiono, Hari Hartono Hartono Hartono Hartono Hartono Hartono Hartono Hartono Hidayat, M. Syamsul Imam Baidlowi Imam Baidlowi Baidlowi Indra Kusumawati Jarul Mustajirin Junus Paulus Patty kasnowo, kasnowo Kusumawati, Indra Latifa, Havna Nur M. Adik Rudiyanto M.Syamsul Hidayat Mohammad Muslimin Mohammad Muslimin Muhamad Rifa’i Muslimin, Mohammad Nersiwad Nersiwad Nersiwad Nisa'ul Kaamilah Noviandhi Sanggar Nirvandhi Nur Ainiyah Nur Ainiyah Nur Puji Astutik Nur Rosyidah Nurdiana, Fita Patty, Junus Paulus Pratidina, Shinta Muji Putri, Meyleni Rahayu Rahayu Retno Ayu Deyandra, Anisa Rini Armin Rini Armin ROOSGANDA ELIZABETH Roosganda Elizabeth Rosyidah, Nur Saifuddin Zuhri Setyariningsih, Eny sintesa, nika Sirait, Evi SYAMSUL HIDAYAT Syamsul Hidayat, Mohamad Tatas Ridho Nugroho Tiragiajeng Fandira Tri Anggun Melen Novari Verlandes, Yuliasnita Vina Linda Maulah Young Parulian Panggabean Zainal Abidin Zainal Abidin