Implementasi Omnichannel Marketing pada Industri Perbankan di Indonesia

Sebuah Tinjauan Literatur

Abstrak

Digital transformation has fundamentally reshaped competition in Indonesia's banking industry, pushing banks to integrate their physical and digital marketing and service channels through an omnichannel marketing approach. This article aims to conceptually examine the concept, practices, challenges, and opportunities of omnichannel marketing implementation in the Indonesian banking industry based on a review of national and international scientific literature. A literature review method was employed, examining articles from SINTA-accredited and internationally reputable journals as well as official data from Bank Indonesia, the Financial Services Authority (OJK), and the Indonesian Internet Service Providers Association for the 2016-2025 period. The findings indicate that internet penetration exceeding 79 percent of Indonesia's population and the consistent growth of digital banking transactions form the foundation for omnichannel adoption among state-owned, private, and digital banks. Channel integration quality, perceived fluency, and assurance quality are shown to be important determinants of customer experience, satisfaction, and loyalty. Nevertheless, disparities in digital literacy across regions, limited customer awareness of the omnichannel strategies applied by management, and cybersecurity challenges remain significant obstacles. This article recommends strengthening cross-channel data integration, AI-based service personalization, and synergy between branch and digital channels as strategies for the sustainability of omnichannel marketing in Indonesian banking.