Omnichannel Technology: IT Innovation in Indonesia Retail Industry

Abstract

This study aims to determine the effect of Information Quality and This article desire to examine the appliance of omnichannel technology as an IT innovation in the Indonesian retail industry. Omnichannel technology integrates all communication and process of purchase channels, providing customers with a seamless and consistent experience across online and offline platforms. This study focuses on the impact of omnichannel technology on retail activity in Indonesia. The article examines the challenges faced by the Indonesian retail industry in adopting omnichannel technology, such as the poverty of IT infrastructure and the need for a proficient personnel. Furthermore, the article measures the adoption rate and implements omnichannel technology using the UTAUT 2 model to increase competitiveness and meet changing consumer needs in the digital era. This research contributes to the literature on IT innovation in the retail industry and provides practical insights for practitioners and policymakers in Indonesia.