PROPOSED OMNICHANNEL BUSINESS STRATEGY FOR UMKM TO INCREASE PROFIT DURING POST-PANDEMIC (CASE STUDY OF TOKO JAYA RAYA)

• Main Author: Gunawan, Cedric
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71264
• Institution: Institut Teknologi Bandung

The Covid-19 pandemic in Indonesia, which began in 2020, has had a critical impact on the health sector as well as national economic activities. Many businesses in Indonesia have been affected by the Covid-19 pandemic, especially for the micro, small and medium enterprise (UMKM) sector, where the sector has an important role in building the country's economy. The negative impact that has occurred due to the Covid-19 pandemic has caused everyone to continue to adapt to changes in the strategy of each business to be able to continue to grow. Toko Jaya Raya as one of the UMKM that sells various electronic goods has felt a huge impact due to this pandemic. Toko Jaya Raya had to close for approximately 15 months in order to support the government in reducing the spread of Covid-19 and for family safety. There have been significant changes after the pandemic, causing the store's income to drop drastically. This research aims to study business conditions after the pandemic and find the right omnichannel strategy to deal with the problem. By conducting quantitative research, the authors distributed a questionnaire survey to find out the effectiveness of the solutions they wanted to propose to Toko Jaya Raya. The results of the analyzed analysis will be used to formulate the right solution to answer the research problem for Toko Jaya Raya. There are 4 solutions proposed by the author, namely advertising with digital catalogs through all digital platforms that can be utilized. Registering on a digital platform is the first step to opening an online store, optimizing digital promotions using social media, and creating attractive digital catalogs. The solutions provided are expected to help Toko Jaya Raya in increasing customer awareness and customer decisions to shop. The main objective of this study is to find the best solution for the channels offered for Toko Jaya Raya with outcomes related to the dependent variable in the conceptual framework in this study.The dependent variable which will be the goals of the independent variables offered includes customer awareness and purchase decision. The author hoped that later the research objectives offered can be achieved so that the problems owned by Toko Jaya Raya can be answered.