Through the Utilization of an Offline to Online (O2o) Strategy, an Improve ment in Sales Will be Achieved (Case Study: Kampoeng Merdeka Clothing in Makassar City)
Abstract:
This study aims to examine the impact of adopting an online to offline (O2O) transition strategy on the sales volume of Kampoeng Merdeka Clothing. The O2O strategy comprises various components, including the establishment of O2O platforms, delivery of personalized services, ensuring secure transactions, and involvement in offline business activities. The research utilizes a quantitative approach, concentrating on consumers who have made clothing purchases from Kampoeng Merdeka Clothing in Makassar. The sample size consists of 83 respondents, deliberately selected using the Slovin approach. Data analysis and methodology involve the application of Partial Least Squares (PLS) structural equation modeling to assess both the external and internal models. The study's findings highlight the significant and positive influence of variables such as "Building O2O Network Platforms," "Providing Personalized Experiences," "Safeguarding Transaction Security," and "Engaging in Offline Business" on driving the sales growth of Kampoeng Merdeka Clothing. These results suggest that the O2O transition strategy has a substantial impact on the brand's sales performance, with the establishment of O2O platforms and personalized services playing crucial roles. Additionally, ensuring secure transactions and engaging in offline business activities further contribute to the overall success of Kampoeng Merdeka Clothing in the market. This research illuminates the effectiveness of the O2O approach in boosting sales for clothing brands and underscores the importance of integrating online and offline elements to maximize business outcomes.
