Omnichannel Strategy on the 'My Suzuki' Application for Spare Parts Sales in Samarinda with SWOT and VPC Analysis

Συγγραφείς

  • Bambang Sunaryadie Politeknik Negeri Samarinda
  • Amanda Putri Salsabila Ridwan Politeknik Negeri Samarinda
  • Luvina Ayu Lestari Politeknik Negeri Samarinda
  • Dolores Elena Pablea Politeknik Negeri Samarinda
  • Sugeng Hariyadi Politeknik Negeri Samarinda

DOI:

https://doi.org/10.19166/imj.v6i2.11204

Λέξεις-κλειδιά:

Omnichannel, SWOT, IFE, EFE, Value Proposition Canvas, Automotive, My Suzuki, Aftersales

Περίληψη

The rapid growth of online purchasing behavior and the increasing integration of digital and physical sales channels have pushed automotive aftersales businesses to adopt omnichannel strategies that connect customers seamlessly across touchpoints. This study analyzes the My Suzuki application as an omnichannel strategy for automotive spare parts sales in Samarinda using SWOT (Strengths, Weaknesses, Opportunities, Threats) and Value Proposition Canvas (VPC) analysis. This study uses a mixed-method descriptive combining qualitative and quantitative through the distribution of questionnaires to 30 internal and 30 external respondents. The analysis was conducted using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices to determine the strategic position of the application. The results indicate that the My Suzuki application is positioned in Quadrant 1 (growth-oriented strategy), with an internal coordinate value of 0.50 and an external coordinate value of 0.74, reflecting strong internal capabilities and significant external opportunities. Key strengths include comprehensive product information, stock availability, standardized pricing, and product authenticity. Meanwhile, the VPC analysis indicates a strong alignment between customer needs and the value proposition offered. However, this study also identified the need for further development of the digital payment system and service-time transparency. These findings suggest that the 'My Suzuki' application has a strategically favorable position as an omnichannel channel for automotive spare parts, and this study contributes an integrated SWOT–VPC analytical framework for evaluating omnichannel readiness in the automotive aftersales sector. Practically, the findings offer managerial direction for strengthening digital payment options and service-time communication to improve customer experience.

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Λήψεις

Δημοσιευμένα

2026-09-28

Τεύχος

Vol. 6, No. 2, September 2026

Ενότητα

Articles

Άδεια

Πνευματική ιδιοκτησία (c) 2026 Bambang Sunaryadie, Amanda Putri Salsabila Ridwan, Luvina Ayu Lestari, Dolores Elena Pablea, Sugeng Hariyadi

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