MODEL BISNIS HYBRID: INTEGRASI TOKO OFFLINE & MARKETPLACE ONLINE DI ERA OMNICHANNEL

Abstract

This study aims to analyze the implementation of a hybrid business model through the integration of offline stores and online marketplaces in the omnichannel era and identify factors influencing its success. The development of digitalization and changes in consumer behavior encourage businesses to adopt cross-channel distribution strategies to create a more integrated and consistent customer experience. Marketplace platforms such as Tokopedia and Shopee have become a crucial part of the digital ecosystem, supporting market expansion and increasing business visibility. This study used a qualitative approach with a case study design. Data were collected through in-depth interviews, observations, and documentation of businesses that have implemented the integration of physical stores and online marketplaces. Data analysis was conducted through the stages of data reduction, data presentation, and drawing conclusions using triangulation techniques to ensure the validity of the findings. The results show that a hybrid business model can increase market reach, sales volume, and customer experience through an integrated omnichannel strategy. Successful implementation is influenced by technological readiness, information system integration, consistency of cross-channel marketing strategies, and managerial capabilities in managing resources and price conflicts. However, challenges such as price competition in the marketplace, platform commission fees, and limited digital literacy remain challenges that need to be addressed. Overall, the hybrid business model is a relevant adaptive strategy for increasing competitiveness and the willingness to try in the digital era