Identifying the frozen food business omni-channel retail strategy in Bandung

Micro, Small, and Medium Enterprises or commonly abbreviated as MSMEs are business groups managed by certain people or business entities whose criteria are determined based on Law Number 20 of 2008. Currently, there are more than 65 million MSMEs spread across Indonesia [3], while in Bandung City, West Java Province, there are around 160,000 [6]. In this study, one example of a frozen food company in the city of Bandung, which has the characteristics of the small business category [10], has an average sales turnover of 30 million per month, employees are less than 10 people, various frozen food products are their own production, run a business for more than 3 years, have resellers