Published: 2023-12-15
Comprehensive Analysis of the Effectiveness of Omnichannel Marketing Strategy in Increasing Sales Optimization in Companies
DOI: 10.35870/ijmsit.v3i2.1603
Downloads
Abstract
This study aims to evaluate the effectiveness of omnichannel marketing strategies in optimizing a company's sales performance. By integrating online and offline sales channels, omnichannel strategies provide a seamless customer experience. This study uses a quantitative approach with a descriptive-analytical method to analyze the relationship between omnichannel strategy and sales performance. A sample of 150 retail companies was selected through purposive sampling, ensuring that only companies implementing a comprehensive omnichannel strategy were included. Data collection was conducted through structured surveys and secondary sources, where respondents rated the strategy's effectiveness using a 5-point Likert scale. The results showed a significant increase in sales performance, with an average increase of 18% in the surveyed companies. In addition, customer satisfaction and operational efficiency were found to act as moderating variables in the relationship between omnichannel strategies and sales performance. This study concludes that omnichannel marketing strategies effectively increase sales and customer satisfaction, with recommendations for further research and practice focused on improving inventory management and technology integration.
Keywords
Customer Satisfaction ; Omnichannel Strategy ; Operational Efficiency ; Retail Industry ; Sales Performance
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 3 No. 2 (2023)
-
Section: Articles
-
Published: %750 %e, %2023
-
License: CC BY 4.0
-
Copyright: © 2023 Authors
-
DOI: 10.35870/ijmsit.v3i2.1603
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Sutomo
Faculty of Business and Humanities, Management Study Program
-
Yang, S., Zhou, Y., Yao, J., Chen, Y., & Wei, J. (2019). Understanding online review helpfulness in omnichannel retailing. Industrial Management & Data Systems, 119(8), 1565-1580. https://doi.org/10.1108/imds-10-2018-0450
-
Zhang, Z., Jiang, H., Zhou, C., Zheng, J., & Yang, S. (2022). Predicting review helpfulness in the omnichannel retailing context: an elaboration likelihood model perspective. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.958386
-
Munawir, M., & Sri Sulistyawati, U. (2023). Penerapan Strategi Marketing Pada Aisyah Desert and Drinks Menggunakan Landing Page. Jurnal Manajemen Sistem Informasi (JMASIF), 1(2), 76–82. https://doi.org/10.35870/jmasif.v1i2.125
-
Liu, J. and Xiong, H. (2023). Information disclosure, consumer returns, and operational costs in omnichannel retailing. Naval Research Logistics (Nrl), 70(4), 376-391. https://doi.org/10.1002/nav.22101
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.