Omnichannel Integration Capability, Customer Knowledge, and Strategic Agility as Drivers of Market Expansion among Retail SMEs in Bandung, Indonesia
DOI:
https://doi.org/10.71238/jesvd.v1i01.210Keywords:
Customer Knowledge; Market Expansion; Omnichannel Integration Capabilities; Retail SMEs; Strategic AgilityAbstract
The rapid development of digital retailing and increasing market competition have encouraged small and medium-sized enterprises (SMEs) to strengthen their organizational capabilities to achieve sustainable market expansion. This study aims to examine the influence of omnichannel integration capabilities, customer knowledge, and strategic agility on market expansion among retail SMEs in Bandung, Indonesia. A quantitative research approach was employed involving retail SME owners and managers selected through purposive sampling. Data were collected using structured questionnaires and analyzed through validity and reliability testing, classical assumption testing, and multiple linear regression analysis. The findings indicate that omnichannel integration capabilities, customer knowledge, and strategic agility have positive and significant relationships with market expansion. Among these factors, strategic agility demonstrates the strongest contribution, highlighting the importance of organizational flexibility and responsiveness in identifying and pursuing new market opportunities. The findings further suggest that integrated retail channels, effective utilization of customer knowledge, and strategic adaptability play important roles in improving market reach, attracting new customer segments, and strengthening business competitiveness. This study contributes to the application of Dynamic Capabilities Theory in the retail SME context and provides practical insights for business owners and managers in developing integrated digital strategies, enhancing customer intelligence, and strengthening organizational adaptability to support sustainable market expansion.
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