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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

How to Cite

Citation Format
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

References

4 References
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  • 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

Author Biography

Sutomo, Universitas Tangerang Raya

Faculty of Business and Humanities, Management Study Program

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Copyright (c) 2023 Sutomo

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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