Application Of Omni-Channel Strategy in Optimizing The SupplyChainDigitalization ProcessIn Indonesia(CaseStudy:PTX)

Application Of Omni-Channel Strategy in Optimizing The SupplyChainDigitalization ProcessIn Indonesia(CaseStudy:PTX)

SupplyChain,Omnichannel,Game Theory

PT X is a staple food producer company that employs a make-to-stock (MTS)production strategy. In the implementation of MTS used by PT X, customer needs are metthrough the sale of ready-made product stocks. The advent of the digitalization era hasintroducednewstrategiesthatcanbeappliedinthedevelopmentofthesupplychain,particularly in Indonesia. To achieve success in the digitalization process, the omnichannelfunction involves integrating online and offline channels and providing real-time informationandservicestocustomerstoenhancetheirengagement.Aprofoundunderstandingofomnichannel implementation is required, and this research utilizes a game theory approach asa tool to assess the success of omnichannel. Subsequently, a comparison of the best strategiesgenerated in the game theory modeling needs to beconducted. The aim of this research is toenable companies to have a strategy in digitalization implementation to be more responsive tomarket changes and meet the increasing expectations of customers. However, to achievesuccess in omnichannel implementation, companies need to invest and commit to facingchallengesand optimizing opportunitiesoffered by thisstrategy.

ReinardusAndoniNaseraPutra1*,RahadityaDimasPrihardianto2,ParamadityaArismawati3

https://dinastipub.org/DIJEFA/article/view/2976/1961

TelkomUniversitySurabaya

04August2024

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