Analisis Perbandingan Penjualan Offline dan Online Produk Fashion Meccanism Sebagai Cara Menarik Konsumen
DOI:
https://doi.org/10.55606/cemerlang.v4i1.2574Keywords:
Consumer Behavior, Offline Sales, Online SalesAbstract
E-commerce is the main driver of the digital economy in Indonesia at 77%. The 2020-2022 Covid-19 pandemic is increasingly encouraging changes in consumer behavior from direct stores to online. This research was carried out to determine the comparison of offline and online Meccanism fashion sales as an effort to attract consumers. The method is descriptive statistics and the Run Wald Wolfowitz comparison test. The result is that there are significant differences in fashion Meccanism's online and offline sales methods as an effort to attract consumers. Average offline sales are greater than online sales. This means that consumer preferences prefer offline purchases compared to online for fashion Meccanism. However, both methods are equally important to attract consumers. Suggestions for business actors to implement a mix of offline and online sales strategies as an effort to attract consumers and increase sales. The way to do this is by understanding consumer behavior online and offline in shopping.
References
Amiliana, D., Fatchurrohman, M., & Wardhani, P. S. (2022). Strategi Pemasaran Online Dan Offline Dalam Meningatkan Penjualan Outlet Makbule. Jurnal Ilmu Sosial Humaniora Indonesia, Vol. 2, No. 2 , 51-57.
Aufa, Q. (2019). Skripsi Efektivitas Metode Pemasaran Secara Onkine dan Offline terhadap Hasil Penjualan (Studi pada Toko Helm Kafana Store). Semarang: Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri (UIN) Walisongo.
Bachri, A. N. (2020). Analisis Faktor-Faktor Yang Mempengaruhi Belanja Online Pada Mahasiswa Universitas. JURNAL VISIONER & STRATEGIS, Volume 9, Nomor 1,, 30-34.
BPS. (2022). Statistik e-Commerce 2022. Jakarta: Badan Pusat Statistik.
Chiang, I.-P., Lin, C.-Y., & Huang. (2018). Measuring the Effects of Online-to-Offline Marketing. Contemporary Management Research, , Vol. 14, No. 3,, Pages 167-189.
Fitriansyah, A., Nurlenawati, N., & Triadinda, D. (2023). Studi Komparatif Pemasaran Offline Store dengan Pemasaran Online B2C pada UMKM Warbaks Sotang Mozarella di Rengas Dengklok. Syntax Literate : Jurnal Ilmiah Indonesia, 2860-2875.
Isswani, M., & Chaturvedi, D. (2019). Research on Online Market Vs Offline Market. National Conference on EMERGING TRENDS IN ENGINEERING TECHNOLOGY AND MANAGEMENT - NCETETM 2 (hal. 1-2). Raipur, India: Amity School of Engineering and Technology.
Jana, G., Asnah, & Dyanasari. (2022). Perbandingan Kinerja Usaha dalam Sistem Pemasaran Online dan Offline pada Komoditas Sayuran Organik. E-QIEN : Jurnal Ekonomi dan Bisnis, Vol. 11 No. 2, 625 – 634.
Jimly, M., Sebayang, F. A., & Mafruhat, A. (2021). Efektifitas Penjualan Online VS Offline Terhadap Pengembangan Usaha Studi Kasus Perusahaan Fashion Classiconesia. Prosiding Ilmu Ekonomi (hal. 104-107). Bandung: Universitas Islam Bandung.
Katadata & Kredivo. (2023). Laporan Perilaku Konsumen e-Commerce Indonesia 2023: Pemulihan Ekonomi dan tren Belanja. Jakarta: Katadata & Kredivo.
Katadata.co.id. (2020, Oktober 8). Pandemi Ubah Perilaku Belanja: Non-Pangan E-Commerce Naik, Mal Anjlok. Diambil kembali dari katadata.co.id: katadata.co.id
Khan, A. G. (2016). Electronic Commerce: A Study on Benefits and Challenges in an Emerging Economy. Global Journal of Management and Business Research, Volume 16 Issue 1, 19-22.
Kotler, P., & Keller, K. L. (2002). Manajemen Pemasaran . Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, Edisi 13, Jilid 2. Jakarta: ERlangga.
Lokhande, M. J. (2022). Online and Offline Shopping: A Comparative Study. International Journal of All Research Education and Scientific Methods (IJARESM), Volume 10, Issue 12, 775-786.
Muna, F. N. (2019). Skripsi Pengaruh Pembelian Online dan Pembelian Offline terhadap Keputusan Pembelian dengan Minat sebagai Variabel Intervening (Studi Kasus pada 3Second Yogyakarta). Yogyakarta: Universitas Islam Indonesia.
Octaviani, L., & Sudrajat, A. (2016). Fenomena Perilaku Belanja Online Sebagai Alternatif Pilihan Konsumsi Di Kalangan Mahasiswa Universitas Negeri Surabaya. Jurnal Paradigma, Volume 4 No 3, 1-6.
Shafitri, W., Kamase, J., Suriyanti, & Dewi, R. (2023). Analisis Perbandingan Bauran Pemasaran Terhadap Peningkatan Penjualan Melalui Online Shop dan Offline Store. Center of Economic Student Journal, Vol. 6 No. 2, 127-140.
Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280-283.
WartaEkonomi. (2023, Juni 14). Riset Kredivo: Pasca Pandemi, Kombinasi Belanja online dan offline Menjadi Tren. Diambil kembali dari wartaekonomi.co.id: www.wartaekonomi.co.id
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Lindiawatie Lindiawatie, Dhona Shahreza, Lisna Wati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
