Comprehensive Analysis of the Effectiveness of Omnichannel Marketing Strategy in Increasing Sales Optimization in Companies

Authors

  • Sutomo Universitas Tangerang Raya

DOI:

https://doi.org/10.35870/ijmsit.v3i2.1603

Keywords:

Customer Satisfaction, Omnichannel Strategy, Operational Efficiency, Retail Industry, Sales Performance

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.

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Author Biography

  • Sutomo, Universitas Tangerang Raya

    Faculty of Business and Humanities, Management Study Program

References

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

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Published

2023-12-15

Issue

Vol. 3 No. 2 (2023): July - December 2023

Section

Articles

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Copyright (c) 2023 Sutomo

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How to Cite

Sutomo, S. (2023). Comprehensive Analysis of the Effectiveness of Omnichannel Marketing Strategy in Increasing Sales Optimization in Companies. International Journal of Management Science and Information Technology, 3(2), 330-338. https://doi.org/10.35870/ijmsit.v3i2.1603

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