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p-Index From 2020 - 2025
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All Journal IECON: International Economics and Business Conference
Ipahriani Rahman
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Economics, Econometrics & Finance

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Optimizing Omnichannel Strategies for MSME-Scale F&B Businesses in Makassar Ipahriani Rahman; A Ifayani Haanurat; Andi Mappatompo Badawi
IECON: International Economics and Business Conference Vol. 3 No. 2 (2025): International Conference on Economics and Business (IECON-3)
Publisher : www.amertainstitute.com

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65246/zjrtzr10

Abstract

This study aims to optimize omnichannel marketing strategies for MSME-scale F&B businesses in Makassar, with a focus on the implementation of sales and marketing channels (both offline and online), eliminating challenges and opportunities in omnichannel integration, and formulating effective optimization strategies to improve customer experience and business performance. The results of the study indicate that omnichannel strategies are able to increase customer interaction, operational efficiency, and sales conversion, as well as build connections and engagement with target audiences. Key factors contributing to the success of this strategy include the use of social media, big data, artificial intelligence (AI), and effective integration systems. However, omnichannel implementation faces challenges such as the complexity of technology integration and the need for large investments. This study concludes that the quality of omnichannel strategies can provide a competitive advantage in the digital market and increase customer loyalty through consistent and satisfying experiences.
Co-Authors A Ifayani Haanurat Andi Mappatompo Badawi