STRATEGI HARGA DINAMIS DAN PROMOSI OMNICHANNEL SEBAGAI KUNCI DAYA SAING RITEL DI ERA HYBRID COMMERCE
DOI:
https://doi.org/10.62281/w00b4j83Keywords:
Harga Dinamis, Promosi Omnichannel, Hybrid Commerce, Retail Competitveness, Customer ExperienceAbstract
Perkembangan digital telah mempercepat pergeseran perilaku belanja konsumen menuju pola hybrid commerce, di mana proses pencarian, evaluasi, dan pembelian dilakukan secara bergantian melalui kanal online dan offline. Perubahan ini menuntut perusahaan ritel untuk mengintegrasikan pengalaman pelanggan secara menyeluruh serta merespons dinamika pasar secara lebih adaptif. Penelitian ini bertujuan untuk mengkaji peran strategi harga dinamis dan promosi omnichannel sebagai sumber daya saing ritel di era hybrid commerce. Metode yang digunakan adalah studi literatur review terhadap publikasi ilmiah terindeks internasional dan nasional periode 2021–2025. Hasil kajian menunjukkan bahwa harga dinamis berkontribusi meningkatkan pendapatan, efisiensi inventori, serta adaptabilitas terhadap perubahan permintaan dan kompetisi. Namun, efektivitasnya sangat dipengaruhi oleh transparansi informasi, konsistensi kebijakan harga, serta kesiapan infrastruktur data real-time. Sementara itu, promosi omnichannel terbukti meningkatkan konsistensi brand, memperkuat customer experience, dan mendorong konversi lintas kanal, terutama ketika integrasi informasi harga dan penawaran dapat diakses secara mulus. Sintesis literatur menunjukkan bahwa kombinasi kedua strategi tersebut menciptakan nilai kompetitif yang lebih kuat dibanding penerapannya secara terpisah. Integrasi harga dinamis dengan promosi omnichannel memperkuat persepsi keadilan harga, mengurangi risiko kekecewaan pelanggan, serta meningkatkan loyalitas dan retensi dalam lingkungan perdagangan hybrid yang semakin kompleks. Temuan ini menegaskan bahwa keberhasilan ritel modern bergantung pada kemampuan mengelola informasi terintegrasi, responsivitas harga, dan sinkronisasi promosi di seluruh kanal, sehingga mampu menciptakan pengalaman pelanggan yang konsisten dan unggul.
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Copyright (c) 2025 Fitria Rahmadani, Sabrina Indira Putri, Siti Amilia Marpaung, Rusdi Hidayat Nugroho (Author)
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