This Thesis entitled Customer Journey on Digital Omnichannel Local Culinary “Dapur Buk Rien” (a PESO and REAN Model Approach with Qualitative Network Analysis) aims to explore the current model of digital communication applied MSME for developing their business. A literature review shows that the MSMEs lack digital marketing knowledge, as they thought it needed a high cost. However, this process creates the notion that developing a business digitally can only be done optimally by big companies, and unfortunately, it is almost impossible for MSMEs to compete with big companies in digital marketing. The author argues that there is an organic way that MSMEs could be applied to optimize their digital channel, even with a limited marketing budget. The paradigms and methods used are the paradigm of constructivism, with qualitative research method. The theoretical framework is based on the Paid Earned Shared Owned (PESO) Model and Reach Engage Activate Nurture (REAN) Model that helps map out how digital channels can be connected and optimized. This research found that MSMEs can utilize non-paid channels to optimize their customer journey through the reach, engage, activate, and nurture phases. This digital communication omnichannel network is not only crucial for MSMEs to survive economic crises, especially during the pandemic, but also holds the potential to foster further business development. Further research is required to determine whether similar strategies can be applied to MSMEs with different product categories.
Keywords: customer journey, digital omnichannel network, local Indonesia MSME, PESO model, REAN model.