Case Study Of Omnichannel Marketing in PT Arwana Citramulia Tbk Taufik Amirullah 1 and Daniel Tumpal H. Aruan 1 Abstract―Omnichannel marketing is a marketing method that integrates marketing channels to target specific target markets. This research is a case study of the use of omnichannel marketing for B2B activities at PT Arwana Citramulia Tbk, the largest company of many companies in the ceramics industry in Indonesia. PT Arwana Citramulia Tbk targets the middle to lower market segments throughout Indonesia. To be able to dissect how PT Arwana Citramulia Tbk manages its channel, this research will use qualitative methods by conducting unstructured interviews with various stakeholders in PT Arwana Citramulia Tbk. In addition, technology acceptance models are also used to measure revenue from the distribution chain line of PT Arwana Citramulia Tbk, which conducts B2B marketing activities towards the use of online channels to support the use of omnichannel marketing. The technology acceptance model will be used to analyze quantitatively, which is also equipped with results of unstructured interviews regarding the implementation and management of omnichannel marketing by PT Arwana Citramulia Tbk. This research shows that the integration between channels used by PT Arwana Citramulia Tbk is inseparable from the existence of vision, mission, strategy and adequate resources from the top management level to the frontliners. Keywords―Omnichannel Marketing, Technology Acceptance Model, Marketing Channel, B2B Marketing, PT Arwana Citramulia. I. INTRODUCTION 1 Technological developments in the industrial era 4.0, or the era of the internet of things, have led to changes in various human lifestyles, including business people from producers to consumers. Internet of things or IoT is the term that was first used by Germany to mention industrial development that aims to change working and living environments, which use digital technology in the value chain for production and fulfillment of life needs [1]. IoT is a threat to those who do not have the ability to adapt to technological advances but can be a form of innovation for others [2]. IoT changes the fundamentals of a business and occurs in all types and lines of business. Research results from [1] show that SMEs are more adaptable to digitalization in the industrial era 4.0 with different forms of adaptation, so that companies that already mature and has great assets, IoT is a challenge in itself where companies must be able and 1 Taufik Amirullah and Daniel Tumpal H. Aruan are with Magister of Management University of Indonesia, Jakarta, Indonesia. E-mail: amirullah1352@gmail.com; dtumpal@yahoo.com. willing to invest to be able to adjust to existing technological changes. IoT also causes changes in all forms of industry, even to the food industry in the agricultural sector, such as by using sensors that are connected with applications to monitor humidity levels of rice fields and carry out irrigation [2]. The impact of IoT in the field of marketing lies in the use of channels that can be used by business units in carrying out the 3 marketing channel functions. If previously the marketing channel model was linear in carrying out the functions of communication, service, and distribution [3], technological developments led to the emergence of other options for marketing their products. The existence of technology in the IoT era can also reduce marketing channels that are linear in nature so that consumers can immediately gain access toproducers without going through agents, wholesalers, or retailers. Technology development and digitalization in the IoT era encouraged the formation of new options to market their products, one of which was to use the internet and various types of digital platforms to cut costs and maximize the value chain. Sellers can use different channels to obtain and retain customers, to develop markets [4]. The use of these different channels includes multichannel marketing, where when different channel uses are integrated, it will become a marketing method called hybrid [3] or omnichannel marketing [4]. The use of omnichannel marketing is a new marketing method that is developing, which aims to increase the shopping experience of customers, both to provide convenience, to provide satisfaction in shopping which can later provide more value for customers [1]. As a development of multichannel marketing, companies that start using integration between channels, or omnichannel marketing, strive to provide quality consistency of both products and services from each channel used [2]. Research conducted by [5] regarding the use of omnichannel marketing in the form of integration between online channels and offline stores provides added value for customers. The research conducted in France shows that touch points, consistency, and smoothness in shopping are obtained when the channels provided are integrated to provide value for customers. The development of omnichannel marketing provides an option for marketers to be able to provide added value to their customers through marketing channels. Even though it seems that omnichannel marketing provides added value