Abstract :

This study aims to analyze business issue of Jaya Raya Store as one of the MSME in Indonesia during post-pandemic, determining what kind of channel can be beneficial, how the channels proposed work well, determining the possible combination of channels as strategies to solve the business issue. The business issue was identified by using 5 why analysis and this study was made by using quantitative data obtained through distributing questionnaire surveys to 203 potential customers of Jaya Raya Store. The data is then analyzed by using regression analysis through SPSS statistics. Result of the research shows that for the business to keep improving especially during post-pandemic, expanding business channels is necessary and it is proofed that some channels such as phygital, digital promotions and digital catalogs have a great influence on customer awareness and their purchase decision. This study has the value that can be seen form the interesting strategies which can also be used for other business that experience the same business issues as Jaya Raya Store. The author has researched through channels as the variables of this study and provided four business solutions with implementation plan proposed for 1 year period. Business stakeholders need to focus on expanding the business channels so that more potential customers can be reached. This study discussed on four variables as the solutions such as phygital, digital promotions, social media, and digital catalog. The findings of this study can be a consideration for other business stakeholder to choose the best strategy for their business and it can be used for those who agree by applying the proposed business solutions and implementation plan to influence the potential customer awareness and their purchase decision.

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Keywords :

Customer Awareness, MSMEs, Omnichannel, Purchase Decision.

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References :

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