Model integrated marketing communication berbasis omnichannel dalam meningkatkan brand equity dan kinerja penjualan di tengah persaingan pasar digital

Abstract

This study is motivated by the increasing complexity of marketing communication in the digital era, which has not been matched by optimal strategy integration, resulting in low brand equity and sales performance. This research aims to develop an omnichannel-based Integrated Marketing Communication (IMC) model to enhance brand equity and improve sales performance sustainably. The method used is library research with a qualitative approach through the analysis of various relevant scientific literatures. Data were obtained from books, journals, and previous studies related to omnichannel marketing, brand equity, and sales performance. The data analysis technique employs content analysis to systematically identify patterns, relationships, and interconnections among the studied variables. The results indicate that omnichannel integration is capable of creating a more consistent and seamless customer experience across multiple touchpoints, thereby increasing customer satisfaction and loyalty. Furthermore, the implementation of an omnichannel-based IMC strategy is proven to strengthen brand equity by improving brand perception, while also significantly enhancing sales performance. Therefore, the developed model can serve as a strategic reference for companies in addressing business competition in the digital era