THE OBJECTIVE IS TO ENHANCE SALES THROUGH AN OFFLINE TO ONLINE (O2O) STRATEGY (CASE STUDY: KAMPOENG MERDEKA CLOTHING IN MAKASSAR CITY)
This study aims to investigate how the adoption of an online to offline (O2O) transition strategy impacts the sales volume of Kampoeng Merdeka Clothing. The O2O strategy includes various components, such as establishing O2O platforms, delivering personalized services, ensuring secure transactions, and engaging in offline business activities. The research employs a quantitative approach, focusing on consumers who have made clothing purchases from Kampoeng Merdeka Clothing in Macassar. The sample size comprises 83 respondents, deliberately selected using the Slovin approach. The data analysis and methodology involve the application of Partial Least Squares (PLS) structural equation modeling to assess both the external and internal models. The findings of this study emphasize the significant and positive influence of the variables "Build O2O Network Platform," "Provide Personalized Experience," "Safeguard Transactions Security," and "Offline Business" on driving the sales growth of Kampoeng Merdeka Clothing. These results indicate 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 sheds light on 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.
Online to Offline (O2O) Transition Strategy, Transaction Security, Sales Volume, O2O Networks.