OMNICHANNEL MARKETING STRATEGY ON SHRIMP AMPLANG SHOPPING EXPERIENCE IN THE DIGITAL AGE WITH CONSUMER ENGAGEMENT AS A MEDIATING VARIABLE

Abstract

Rapid digital transformation has revolutionized consumer behavior, yet research on omnichannel strategies for traditional local products is limited. This study investigates the impact of omnichannel marketing strategies on the shopping experience of Amplang Udang, a popular shrimp cracker from Riau, Indonesia, with consumer engagement as a mediating variable. Using a quantitative approach, data was collected from 100 respondents through an online survey and analyzed using structural equation modeling (SEM). Results showed a significant positive relationship between omnichannel marketing strategy and shopping experience (β=0.42, p<0.001). Consumer engagement partially mediates this relationship, with the indirect effect accounting for 38% of the total effect. This study contributes to the understanding of omnichannel effectiveness for local products in the digital age and provides practical insights for small-scale food manufacturers. It is concluded that the integration of online and offline channels, coupled with strategies to increase consumer engagement, can significantly improve the shopping experience of traditional products such as Amplang Udang in an increasingly digitalized marketplace.