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The rapid growth of digital commerce has encouraged companies to integrate digital and physical marketing channels to create seamless and consistent customer experiences. This study aims to analyze the role of integrated marketing channels through omnichannel strategies, the utilization of Artificial intelligence (AI), and their impact on customer experience in the context of digital commerce. The study employs a Systematic literature review (SLR) approach by examining relevant scholarly articles related to omnichannel marketing, AI technologies, and customer experience. The findings indicate that integrated marketing channels supported by AI enhance service personalization, customer engagement, operational efficiency, and the quality of interactions between companies and customers. Furthermore, the implementation of omnichannel strategies contributes to higher customer satisfaction and loyalty by providing a more connected experience across multiple customer touchpoints. However, the implementation of integrated marketing channels still faces several challenges, including fragmented channel integration, technological complexity, high investment requirements, and concerns regarding customer data privacy and security. Therefore, effective management of integrated marketing channels is essential for improving customer experience while creating sustainable competitive advantages for companies in an increasingly dynamic digital era.

The development of digital technology and internet penetration are driving changes in consumer behavior and demanding that MSMEs not only adapt but also understand the operational motives and marketing channel integration strategies to face competition in the digital era. This study aims to examine the operational motives and technical adaptation processes of Micro, Small, and Medium Enterprises (MSMEs) in Bali in integrating online and offline marketing channels through an omnichannel strategy to respond to intense market competition in the digital era. This descriptive qualitative research uses a multiple case study approach in three different MSME sectors: goods maintenance services, creative services, and fashion retail. Data collection was conducted through direct observation, in-depth interviews, and a review of digital activities, then analyzed through single-case and cross-case stages. The results show that MSMEs optimize digital channels as instruments to expand reach and trigger consumer emotional engagement through a visual storytelling approach, while physical stores are crucially maintained as points of sensory validation. Functional integration has been proven to accommodate the shift in consumer behavior towards a hybrid decision-making pattern. In this pattern, consumers conduct information searches and initial evaluations online, but tend to shift to offline interactions to validate quality and finalize transactions to minimize purchase risk. In conclusion, cross-channel operational synergy has proven essential in boosting the competitive advantage of MSMEs.

This study aims to (1) describe the marketing channels of fresh fruit bunches (FFB) of oil palm under partnership and independent (self-managed) schemes in Merlung District, Tanjung Jabung Barat Regency; (2) analyze marketing margins, farmer’s share, and marketing efficiency for each scheme; and (3) compare differences in marketing margins and farmer’s share between single-level marketing channels in both business schemes. The research was conducted in 2025 using a survey method with simple random sampling techniques. The data used consisted of primary data obtained through direct interviews with farmers and marketing institutions, as well as secondary data from relevant agencies. Data analysis was carried out using descriptive analysis, marketing margin analysis, farmer’s share, marketing efficiency analysis, and Multivariate Analysis of Variance (MANOVA). The results show that there are two types of marketing channel patterns, namely single-level and two-level channels. The single-level marketing channel has lower marketing margins, higher farmer’s share, and better marketing efficiency. In addition, there are significant differences between single-level marketing channels in both business schemes. These findings imply that shorter marketing channels are more efficient and provide a greater share of the selling price to smallholder oil palm farmers

The development of digital technology has driven a significant transformation in the company's marketing strategy, including in the health beverage sector. This study aims to examine the use of omnichannel strategies in supporting digital marketing in PT. Yakult Indonesia Persada. The method used is descriptive observation with a focus on the integration of digital marketing channels and traditional distribution. The results show that the implementation of an omnichannel strategy is able to create a consistent consumer experience, expand market reach, and strengthen brand image. The integration between digital channels such as social media and e-commerce with conventional distribution through Yakult Lady provides more flexible product access for consumers. In addition, educational and informative digital content has proven to be effective in increasing public health awareness and customer loyalty. However, challenges such as cross-channel information consistency and integrated technology management still need to be addressed. This study concludes that omnichannel strategy is a relevant and adaptive approach in dealing with the dynamics of the health beverage industry in the digital era. The implementation of this strategy not only supports operational efficiency, but also strengthens the relationship between the company and consumers through a personalized and sustainable experience. These findings are expected to serve as a reference for other companies in designing digital marketing strategies that are inclusive and responsive to changing consumer behavior.

This community service program aims to enhance the visibility and competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Nusawungu Village through the creation of business location pins on Google Maps. The background of this initiative lies in the main challenges faced by local entrepreneurs, namely limited access to marketing channels and low digital exposure. Many businesses have been operating for years but remain difficult to find due to the absence of a clear digital identity, particularly on online maps. Therefore, this program focuses on utilizing Google Maps as an effective, low-cost, and accessible promotional medium. The program adopts the Participatory Action Research (PAR) method, emphasizing the active involvement of MSME actors in each implementation stage. The process began with mapping and collecting data on existing businesses, followed by classifying them into categories such as culinary, crafts, services, and trade. The next steps included filling in complete addresses, determining accurate coordinates, and uploading business and product photos. Verification of Google Maps profiles was then carried out to ensure that the businesses became officially accessible to the public. Furthermore, participants received guidance on adding supporting information, including operating hours, contact numbers, and social media links. The results demonstrated that all registered MSMEs successfully created active Google Maps profiles with complete information. The outcomes include increased consumer accessibility in locating businesses, recognizing available products or services, and directly contacting owners. This implementation has proven to make a significant contribution to market reach expansion and the strengthening of digital marketing strategies without requiring additional financial costs. These findings align with previous studies affirming the effectiveness of Google Maps as a promotional tool and a means of empowering MSMEs in rural areas. Moreover, this initiative opens opportunities for further development through integration with other digital platforms.

MSMEs have a crucial role in the Indonesian economy, but many of them still face obstacles in terms of branding and digital marketing. The lack of understanding of the importance of visual identity and digital strategy causes MSME products to be less prominent in a competitive market. This community service activity aims to improve the quality of branding of MSME products in Wonorejo Village, Pasuruan City, through the Participatory Rural Appraisal (PRA) approach which involves stages of counseling, training, and direct assistance to business actors. The counseling is focused on a basic understanding of visual branding, including elements of brand identity such as logos, colors, typography, and packaging. The training emphasizes hands-on practice in designing promotional packaging, logos, and banners using digital platforms like Canva. Furthermore, mentoring is carried out to identify specific branding obstacles faced by each MSME and develop applicative solutions collaboratively. The results of the activity show a significant increase in the quality of branding MSME products visually and digital marketing strategies. One of the fostered MSMEs, namely AM Jaya and Berkah Mandiri, has succeeded in rebranding packaging and developing digital marketing channels through e-commerce platforms and social media. In addition, business actors become more confident in presenting their products to consumers and business partners. MSMEs are also beginning to realize the importance of brand consistency in building customer loyalty and increasing competitiveness. The response of the participants to this activity was very positive, reflected in the enthusiasm during the training and the commitment to implement the learning outcomes. Some MSMEs are starting to form small communities to share best practices in terms of branding and promotion.

The aim of this research is to find out marketing channels, marketing margins, as well as watermelon marketing efficiency. Respondents were taken using a simple random method and for marketing institution respondents using snowball sampling), where the data was initially small and then became large by following the marketing flow from farmer to final consumer, there were 40 farmers (respondents) and 4 traders (respondents). ).  Data analysis uses quantitative descriptive, the data collected is analyzed to determine the marketing channels, marketing magin and efficiency obtained by each marketing institution. The results of this research are 3 (three) marketing channels for watermelon, namely marketing channel I farmer - consumer, marketing channel II farmer - retailer - consumer, and marketing channel III farmer - collector - retailer - consumer. The largest total marketing margin is in marketing channel III with a margin of Rp. 4500 with marketing efficiency of 8.7%. Marketing channel I is the most efficient marketing channel because it does not involve institutions marketing.

The aim of this research is to identify the marketing channel pattern for spring onions in Duriaasi Village, Wonggeduku District, Konawe Regency and analyze the level of marketing efficiency of spring onions in Duriaasi Village, Wonggeduku District, Konawe Regency. The research was carried out from April to June 2024, in Duriaasi Village, Wongeduku District, Konawe Regency. Determining the population was selected from farmers by census, namely all farmers who are trying to grow leeks in Duriaasi Village, Wonggeduku District, Konawe Regency and marketing institutions, namely the number of farmers is 14 people and 3 village collecting traders and 10 retail traders. The analysis used is marketing margin analysis  and marketing efficiency.Based on the research results, there are two types of marketing channels for green onions, namely producers to collectors to retailers to consumers who have marketing costs of IDR 1,700/Kg, marketing channel II namely from producers to   retailers to consumers which has marketing costs of IDR 1,000/ Kg and the marketing efficiency of green onions in marketing channel I reaches 82% and marketing channel II reaches 70 %. This means that the large percentage share of the price received by farmers and the low marketing costs incurred at leek marketing institutions in Duriaasi Village, Wongeduku District, Konawe Regency.

This study aims to examine the Analysis of the Development of the Tangkahan Tourism Area. This type of research uses qualitative descriptive research. The data collection techniques in this study are interviews and observations. Data collection is data obtained from research sources that are still raw and have not been processed by researchers Data reduction, data presentation, the process of drawing conclusions involves the researcher interpreting the data that has been displayed. The methods carried out include comparisons, grouping, making patterns, and triangulating. The results of tourism development research are carried out with the aim of making tourism advanced and developing in a better direction in terms of the quality of facilities, facilitating access anywhere, becoming a desired destination, and making good economic benefits for the surrounding community. Tourism planning and development is not a stand-alone system, but is closely related to other development planning systems intra-sectoral and intra-regional. Then the development of tourist destinations requires good and appropriate planning techniques. The development technique must combine several aspects to support the success of tourism. These aspects are accessibility aspects (transportation and marketing channels), characteristics of tourism infrastructure, level of social interaction, linkage/compatibility with other sectors, resilience to tourism impacts, level of resistance of local communities, and so on.

This study examines the role of Artificial Intelligence (AI) in marketing strategy through a Systematic Literature Review (SLR) approach. AI has shown a transformative impact by outperforming traditional methods, especially in optimizing big data-based marketing strategies. With the ability to analyze consumer behavior in depth, AI enables businesses to personalize marketing efforts and improve user experiences more efficiently and responsively. However, challenges such as data privacy, high initial investment, and reliance on data quality remain major concerns that must be addressed. This study also evaluates the effectiveness of using AI across marketing channels, which shows significant differences in their impact on business strategy. In addition, the integration of AI-based fitness equipment is considered to have a major contribution in increasing consumer satisfaction while driving online business growth. The results of this study provide valuable insights into the effective implementation of AI, as well as highlight the importance of maintaining data security and implementing AI strategically to provide optimal benefits for consumers and business development.

This study aims to analyze the marketing system of live pigs at Gokat Market, which is one of the centers of pig trade in Indonesia. This analysis includes marketing channels, factors that influence prices, and the relationship between demand and supply of live pigs. The method used in this study is descriptive with a qualitative approach, involving interviews with farmers, traders, and other related parties at Gokat Market. The results of the study indicate that marketing of live pigs involves several channels, ranging from small farmers, collectors, to large traders who sell to end consumers or slaughterhouses. The price of pigs is influenced by the quality of livestock, market demand, and economic conditions, as well as fluctuations in the price of animal feed. The demand for pork is highly dependent on seasonal factors and celebrations, while supply is influenced by the number of farmers and the health conditions of livestock. Regulations also affect market stability and livestock prices. This study concludes that marketing of live pigs at Gokat Market has complex dynamics, where various external and internal factors affect the smooth distribution and selling price of live pigs. Cooperation is needed between farmers, traders, and the government to create a more efficient and sustainable marketing system.    

This research aims: (1). To determine the productivity of snake fruit farming in Sindang Kasih Village, (2). Knowing the margin, costs and marketing channels for snake fruit in Sindang Kasih Village, and (3). Knowing the marketing efficiency of snake fruit farming in Sindang Kasih Village. The analysis in this research is analysis and uses primary data and secondary data. Determining the population in this research uses the census sampling method, while in marketing institutions the Snowball Sampling method is used. The results of this research show (1). The total productivity of salak farmers is 5,533 Kg/Ha/Year with an average of 2,160 Kg/Ha/Year in one harvest season. (2). There are 3 salak marketing channels in Sindang Kasih Village, namely Channel I: (Farmers - Consumers) direct channel, Channel II: (Farmers - Collectors - Retailers - Consumers) indirect channel, and Channel III (Farmers - Retailers). - Consumer) indirect channels. Successive marketing margin, namely channel I, is IDR. 12,500/Kg, Channel II at the collector level has a margin of Rp. 2,000/Kg and at the retailer level it has a margin of Rp. 5,000/Kg, and for channel III margin, at the retailer level the margin is IDR. 13,000/Kg. (3). The results of the analysis of (Farmer's Share) from the three channels, respectively Channel I is 100%, channel II is 41.67% and channel III is 64%

This study aims to identify the marketing channels of spring onions and analyze the efficiency of spring onion marketing in the research area. The population in this study were all farmers in Linonggasai Village, Wonggeduku Barat District, Konawe Regency who grow spring onions and marketing institutions, namely 10 farmers, 4 collectors and 5 retailers, farmer samples were taken by census and trader samples used the snowball sampling method. Based on the results of field research, it can be concluded that; the marketing channels for spring onions in this research area are farmers to collectors to retailers and then to consumers. The margin obtained by collectors is IDR 10,000 / kg with a profit of IDR 8,500 / kg. While the margin obtained by retailers is IDR 10,000 / kg with a profit of IDR 8,900 / kg. The efficiency value of the spring onion marketing channel in the research area is efficient with a marketing efficiency level obtained by collectors of 2.5% and retailers of 1.5%, and the farmer share received by farmers is 72%.

The purpose of this study was to determine the marketing techniques of ornamental coral (coral) type Euphyllia Glabrescens at PT. Agung Aquatic Marine. and to determine the efficiency of direct marketing of ornamental coral (Coral) type Euphyllia Glabrescens at PT. Agung Aquatic Marine. The type of research used is qualitative and quantitative methods with data collection techniques of observation, interviews, and documentation, the analysis technique used in this study uses qualitative descriptive analysis. The results of the analysis of sales data of ornamental coral (Coral) type Euphyllia Glabrencens at PT. Agung Aquatic Marine uses three techniques in marketing ornamental coral (Coral), namely face to face, stock list, and via photos. Between the two marketing channels there are differences in efficient marketing results, but between the two marketing channels, the most efficient in marketing ornamental coral is marketing channel I with an efficiency level of 1.0%, while marketing channel II has an efficiency level of 0.49%. This is because in marketing channel I, the costs incurred are slightly lower than those in marketing channel II, which has a larger cost component because the shipping distance of ornamental coral is quite far.    

Honey is a natural and usually sweet-tasting liquid manifested by honeybees (Apis sp) from plant flower juice (flower nectar) or other plant parts. Marketing channel is a flow of various institutions that perform all activities used as a tool to distribute a good and ownership that starts from the producer and ends at the end user. This research was conducted to find out and describe the honey marketing channels and analyze the efficiency of honey marketing channels in Al Halif Pure Honey Bee MSMEs in Manonjaya, Tasikmalaya Regency. This research was conducted at Al Halif Pure Honey Bee MSME in Manonjaya, Tasikmalaya Regency. The analysis method used is descriptive qualitative and quantitative analysis. The results showed that there are two honey marketing channels, namely marketing channel I: Beekeepers - Wholesalers (MSME Al Halif Pure Honey Bee)) - End Consumers and Beekeepers receive a large amount obtained is 53% of the price of the wholesaler level, marketing channel II: Beekeepers - Wholesalers (MSME Al Halif Pure Honey Bees) - Small Traders (Retailers) - End Consumers, beekeepers receive a large amount obtained is 45% of the price of the small trader level. Honey marketing channels with efficient criteria with a channel efficiency value I of 8.88% and marketing channel II of 6.8%.

  In marketing, watermelon will undergo a marketing process and experience changes in prices at the producer level and prices at the end consumer, resulting in differences in the price of watermelon between producers and consumers. This makes marketing a very important activity. The aim of this research is to determine marketing channels, margins and marketing efficiency. The population in this study was 140 watermelon farmers. The sample was determined using the Slovin method, so that the selected respondents were 34 watermelon farmers and the sample of trader respondents was 5 people, namely 2 village collectors, 1 wholesaler and 2 retailers. The analytical tools used are descriptive analysis, margin analysis and efficiency analysis. The research results show that there are 2 marketing channel patterns for watermelon in Waihatu Village, namely: marketing channel I farmer-retailer-final consumer, while marketing channel II farmer-village collector-wholesaler-retailer-final consumer. The highest total marketing margin is in marketing channel I, namely IDR 2,000/kg, while the lowest total margin is in marketing channel II, namely IDR 1,000/kg. In conclusion, both marketing channels are classified as efficient, marketing channel II with an efficiency value of 12.21 percent and marketing channel I with the smallest efficiency value, namely 3.34 percent.

The productivity of meat rabbits in producing meat is higher than beef livestock. Meat rabbits are also an alternative source of animal protein that can be utilized by the Indonesian people. Rabbits have great potential to be developed in Indonesia. The aim of this writing is, among other things, to determine the effective level of productivity for meat rabbits and the sustainability of the rabbit market share which will be well supported by good marketing strategies, actors, marketing channels so that the competitiveness of rabbit meat commodities can be competitive and innovative with competing commodities. This systematic review of identification of national and international articles is divided into 2 clusters with production and marketing. The results of the discussion from this article for effective product quality need to pay attention to seeds, feed, and also cages and for marketing there are several patterns of marketing actors who carry out planning and determining prices and distribution of meat rabbits.

Tiger shrimp farming is an aquaculture business associated with the rearing of shrimp from egg hatching until they are ready to be harvested for consumption. The amount of tiger shrimp production is highly dependent on the tiger shrimp hatchery process. This study was conducted with the aim to 1) Calculate the income of tiger shrimp hatchery business, 2) Analyze the feasibility of tiger shrimp hatchery business based on the criteria of Revenue Cost Ratio (RCR), Break Even Point (BEP), Payback Period, Return On Investman (ROI), and 3) Describe marketing channels, marketing margins, and farmer share in shrimp hatchery business. The sample method used was purposive sampling and snowball sampling. The results showed that tiger shrimp hatcheries in HSRT Windu Tirta Samudra earned an income of Rp.43,313,992/month. Based on the criteria of RCR, BEP, ROI and Payback Period (PP) tiger shrimp hatchery business is feasible to continue and run. Marketing of tiger shrimp seed forms level 0 and level 1 marketing channels, with a margin of Rp.2/head on level 1 marketing channels, and the farmer's share obtained is efficient because it is above 60%.

Research on marketing efficiency analysis of white oyster mushrooms (Pleurotus Ostreatus) in Air Rambai Village, Curup District, Rejang Lebong Regency aims to determine marketing channels, and analysis of marketing margins, as well as to determine whether the marketing efficiency of white oyster mushrooms in Air Rambai Village, Curup District.This research was conducted in March 2022 in Air Rambai Village, Curup District, Rejang Lebong Regency with farmers in Air Rambai Village. Data analysis used in this research is marketing channel analysis, marketing margin analysis, and marketing efficiency analysis. This data analysis was used for farmers and the 12 retailer respondents in Air Rambai Village, Curup District, Rejang Lebong Regency.Based on the results of data analysis, it can be seen that the marketing channel of white oyster mushrooms in Air Rambai Village, Curup District, Rejang Lebong Regency has two marketing channel patterns where the first marketing channel pattern sells white oyster mushrooms directly to end consumers, and the second marketing channel pattern is farmers sell to traders. retailers and then traders resell to final consumers. The marketing margin in the first marketing channel is Rp. 0, while in the second marketing channel it is Rp. 11,583. and the marketing efficiency of white oyster mushrooms in Air Rambai Village, Curup District, Rejang Lebong Regency is said to be efficient.

Vegetables are a food that is needed by humans because it has a high nutritional content and is needed by the body every day. Organic vegetable farming has attracted attention with the development of agricultural science that has been practiced by humans. Every year there is a shift in the landscape of organic farming in Indonesia. CV. Reja Mayur is a company that sells organic agricultural products under the name Twelve's Organic. Marketing is a comprehensive and planned activity of a company that makes various efforts to meet market demand. Marketing channels are generally a collection of organizations and institutions involved in the distribution of goods and services. The purpose of this study is to describe the marketing distribution flow of organic vegetables at CV Reja Mayur. Descriptive analysis is the analysis method used in this research. Interviews and active participants were the data collection methods used. Three marketing distribution channels were identified by the findings of this study: farmer-consumer, farmer-supermarket (hokky)-consumer, and farmer-retailer-consumer.