Enhancing Customer Buying Interest in Evolving Fashion Products Through Omni-Channel Marketing Strategies

Authors

  • Favian Firwan Univeristas Gadjah Mada
  • Andri Ardhiyansyah Universitas Nusa Putra

DOI:

https://doi.org/10.58812/asemb.v1i1.1

Keywords:

Influence, Selling Omni-channel, Buying Interest

Abstract

The proper marketing plan will help draw buyers to continue to run well and continue to expand. Omni-channel is one of the right media methods. Omni-channel is a networking platform, both online and offline, carried out by clients of interconnected enterprises. Some firms use multiple Omni-channel marketing tactics that would boost the purchasing demand for a brand's goods. The profits of products sold by the company are influenced by consumer buying interest. Similarly, the purchasing appetite of customers in this trend grows with fashion items that are gradually evolving. The literature review is carried out by writing the keyword "Omni-channel" for journals retrieved from the source, namely Google Scholar so that eight journals are screened after and according to this report. Omni-channel will raise customer purchasing interest, especially in fashion goods currently evolving rapidly, based on the eight journals received. More businesses can enhance the level of service and sell these fashion products better and broaden the reach of marketing. Omni-channel marketing, particularly for fashion goods, affects customer purchasing desire, which is currently growing, especially with the number of designers producing different contemporary fashion models.

References

Bakulich, O., & Bokyi, A. (2022). Оmnichannel Marketing As a New Opportunity To Build an Effective Consumer Interaction Strategy. Economic Profile, 17(1(23)), 84–90. https://doi.org/10.52244/ep.2022.23.05

Bass, B. M., & Avolio, B. J. (1993). Spaef Transformational Leadership and Organizational Culture Transformational Leadership and Organizational Culture. Source: Public Administration Quarterly, 17(1), 112–121.

Dewi, F. S., Arif, N., Taman, A., & Hamzah, I. (2021). Analysis Determinants of Consumer Attractiveness to Imported Fashion Products on The Instagram Platform. Journal of Business Management Review, 2(3), 192–202. https://doi.org/10.47153/jbmr23.942021

Eriyanti, P., & Ardhiyansyah, A. (2023). The influence of trust, convenience, and quality information on purchase decisions at marketplace shopee in Sukabumi. Insight Management Journal, 3(2), 48–55. https://doi.org/10.47065/imj.v3i2.226

Herdiana, T., & Purnama Alamsyah, D. (2017). Country of Origin Dan Citra Merek: Upaya Meningkatkan Minat Beli Konsumen. Jurnal Inspirasi Bisnis Dan Manajemen, 1(1), 31–40. https://doi.org/10.33603/jibm.v1i1.488

Liu, C. C., Chen, C. W., & Chen, H. S. (2019). Measuring consumer preferences and willingness to pay for coffee certification labels in Taiwan. Sustainability (Switzerland), 11(5), 1–13. https://doi.org/10.3390/su11051297

Naomi, I. P., & Ardhiyansyah, A. (2021). Pengaruh Brand Ambassador Terhadap Brand Image Pada E-Commerce Indonesia. SENMABIS: Conference Series, 1(1), 38–44. https://kc.umn.ac.id/id/eprint/6200

Nilam Ayu Widyaningrum. (2017). Dampak Bauran Pemasaran Terhadap Minat Beli Konsumen Pada Produk Crispy Rice Crackers. Jurnal Manajemen Dan Start-Up Bisnis, 1(6), 635–641.

Putri, N. A. (2016). Desain Strategi Pemasaran Online Pada Fullus Fashion Melalui Evaluasi BenchmarkinG. Jurnal Manajemen Dan Start-Up Bisnis, 1(1), 118–127.

Renchen, K. D. (2020). Influencer impact on brand awareness: A mixed method survey in the German fashion segment. European Journal of Business Science and Technology, 6(2), 138–153. https://doi.org/10.11118/EJOBSAT.2020.009

Rey-García, M., Otero, A. R., & Mato-Santiso, V. (2018). The Challenges of Digital Transformation for Fast-Fashion Brands: A Proposal for an Operational Tool to Measure Omni-Channel Integration. Springer Proceedings in Business and Economics, 95–103. https://doi.org/10.1007/978-3-319-92084-9_11

Scholz, S. W., Martin, M., & Reinhold, D. (2010). Measuring consumer preferences for complex products: A compositional approach based on paired comparisons. Journal of Marketing Research, 47(4), 685–698. https://doi.org/10.1509/jmkr.47.4.685

Shtal, T., & Proskurnina, N. (2020). Comprehensive Approach To Omnichannel Marketing Strategy in Retail Trade. Black Sea Economic Studies, 60, 24–31. https://doi.org/10.32843/bses.60-25

Tannady, H., Sjahruddin, H., Saleh, I., Renwarin, J. M. ., & Nuryana, A. (2022). Role of Product Innovation and Brand Image Toward Customer Interest and Its Implication on Electronic Products Purchase Decision. Widyakala: Journal of Pembangunan Jaya University, 9(2), 93. https://doi.org/10.36262/widyakala.v9i2.620

Wibowo, D. H., Arifin, Z., & Sunarti. (2015). Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing Umkm (Studi pada Batik Diajeng Solo). Jurnal Administrasi Bisnis (JAB), 29(1), 59–66.

Xu, X. (2023). Influencer Marketing with Social Platforms: Increasing Brand Awareness and User Engagement. Journal of Education, Humanities and Social Sciences, 19, 228–234. https://doi.org/10.54097/ehss.v19i.11039

Yanuardi, A. W., Indah, Y., Wahyudi, W. T., & Nainggolan, B. (2016). Maturity Analysis of Omnichannel Customer Experience A Case Study In PT. Telekomunikasi Indonesia. Jurnal Manajemen Indonesia, 16(2), 81–94.

Downloads

Published

2023-11-07

How to Cite

Firwan, F., & Ardhiyansyah, A. (2023). Enhancing Customer Buying Interest in Evolving Fashion Products Through Omni-Channel Marketing Strategies. Eastasouth Proceeding of Economics and Business, 1(1), 01–09. https://doi.org/10.58812/asemb.v1i1.1

Issue

Vol. 1 No. 1 (2023): Eastasouth Proceeding of Economics and Business (EPEB)

Section

Articles

License

Copyright (c) 2023 Favian Firwan, Andri Ardhiyansyah

Creative Commons License

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