This study studies the influence of omnichannel service benefits in customer product purchasing decisions and investigates the omnichannel adoption behavior of customers in fashion apparel retail in Bali. Data collection is completed twice in stages I and II, covering fifteen to thirty days (15-30). The population in this study is a group of Balinese customers with high adaptation to technology. The maximum sample in this study is 210 respondents. The study findings reveal that their path coefficient values supported some hypotheses while some others were not supported. The research findings indicate that the variables of service integration and perceived effectiveness cannot be proposed to expand the UTAUT 2 model. The technology familiarity variable can be the variable proposed to expand the UTAUT 2 model. This study’s findings confirm the inconsistent relationship between the effect of intention to purchase apparel products on product purchase behavior that could be overcome by studying behavioral intention to use behavior using a longitudinal method. Implications of research through the data collection method involves two stages of research by collecting the same sample group, which is declared to be able to observe changes in customer behavior.

The rapid growth of social media use among micro, small, and medium enterprises (MSMEs) in Indonesia has created new opportunities for digital marketing. Yet, fragmented platform management remains a significant challenge. While previous studies highlight the efficiency of cross-platform integration, few have provided practical solutions tailored to MSMEs with limited technical and financial resources. The objective of this study is to develop and evaluate “SinariUMKM”, a progressive web application (PWA)-based omnichannel system designed to simplify campaign management, broadcasting, and reporting across multiple social media platforms. Using a research and development framework combined with rapid prototyping, the application was calibrated and tested in numerous stages. Black-box functional tests demonstrated that all modules, campaign, broadcasting, and reporting, performed reliably, achieving an average loading time of 3s and a transition speed of less than 1 second between pages. Survey validation involving 117 MSMEs showed high acceptance, with mean scores of 4.62 for smartphone usability, 4.62 for promotional usefulness, and 4.52 for alignment with current business trends. However, technical reliability scored slightly lower at 3.55. These findings confirm that “SinariUMKM” effectively addresses key marketing needs while remaining lightweight and affordable. The study contributes a scalable model for supporting MSME digital branding and highlights the importance of improving technical stability for sustainable adoption.