Omnichannel Marketing Strategy to Increase Sports Equipment Sales and Distribution
(1) Universitas Muhammadiyah Cirebon
(2) Universitas Muhammadiyah Cirebon
(3) Universitas Muhammadiyah Cirebon
(4) Universitas Muhammadiyah Cirebon
(*) Corresponding Author
Abstract
The purpose of this study is to analyze the effectiveness of omnichannel marketing strategies in increasing sales and distribution of sports equipment through the integration of e-commerce and physical stores. In previous studies, the focus was only on sales or marketing, while the novelty of this study is sales and distribution/logistics simultaneously. The study used a mixed method approach with a sequential explanatory design. Quantitative data were obtained through a survey of 286 respondents who were analyzed using multiple linear regression tests. Qualitative data were obtained through interviews and observations of 25 informants selected by purposive sampling. The results of quantitative data processing with multiple linear regression tests in the "ANOVA" output obtained a Sig value or p-value of 0.000 <0.05, meaning that the Increase in Sales and Effectiveness of Sports Equipment Distribution are jointly influenced by the Omnichannel Marketing Strategy or are significant. In the "Coefficients" output, the sig value. 0.225 > probability 0.05, meaning that the Increase in Sales is not influenced by the Omnichannel Marketing Strategy, while the sig value. 0.000 < probability 0.05, meaning that the Effectiveness of Sports Equipment Distribution is influenced by Omnichannel Marketing Strategy. The results of qualitative data explain overall that omnichannel marketing strategy has become a fundamental need in facing changes in consumer behavior and the dynamics of the sports industry market in the digital era. It is concluded that omnichannel marketing strategy is not only a sales strategy, but is a comprehensive approach that connects all marketing, service, and operational activities in one unit that focuses on customer convenience.
Keywords: Omnichannel Marketing, Sales, Distribution, Sports Equipment.
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DOI: 10.24235/edueksos.v14i02.22631
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