Live Streaming Applied Part of Omnichannel Marketing in Fashion Retail Based on Integrated Marketing Communication (IMC)
Keywords:
Integrated Marketing Communication, Omnichannel Marketing, Live Streaming, Marketing Strategy
Abstract
This research aims to study and analyze the implementation of integrated marketing strategies and seamless marketing channels at SADA Fashion, a women's fashion brand that prioritizes modest fashion. This research was conducted at SADA Fashion, Yogyakarta, for eight months. Along with the increasing demand for women's fashion and the growth of e-commerce in Indonesia, an integrated marketing strategy is becoming increasingly important. In completing the research, the researcher used a qualitative approach by collecting data through observation, documentation in the form of photos and videos, and interviews. The results showed that marketing innovation through the integration of social media, e-commerce platforms, social e-commerce, and physical stores, as well as the utilization of live-streaming features, contributed significantly to the increase in brand visibility, customer loyalty, and sales growth. In addition, the seamless merging of various customer touch points between online and offline channels provides a more efficient and personalized shopping experience. This research recommends the use of Integrated Marketing Communication (IMC) and Omnichannel Marketing in SADA Fashion's marketing strategy to expand market reach, increase sales, and improve customer service.References
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Marsasi, E. G., & Barqiah, S. (2023). They The Role of Gender, Age, And Educational Groups in Utilitarian Motivation for Sharia Products. Indonesian Journal of Business and Entrepreneurship, 9(1), 104–117. https://doi.org/10.17358/ijbe.9.1.104
Marsasi, E. G., & Yuanita, A. D. (2023). Investigating The Causes And Consequences Of Brand Attachment Of Luxury Fashion Brands: The Role Of Gender, Age, And Income. Economics and Management Media, 38(1).
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Merritt, K., & Zhao, S. (2022). The Power of Live Stream Commerce: A Case Study of How Live Stream Commerce Can Be Utilised in the Traditional British Retailing Sector. Journal of Open Innovation, 8(2). https://doi.org/10.3390/joitmc8020071
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Mutambik, I. (2024). The Emerging Phenomenon of Shopstreaming: Gaining a More Nuanced Understanding of the Factors Which Drive It. Journal of Theoretical and Applied Electronic Commerce Research , 19(3), 2522–2542. https://doi.org/10.3390/jtaer19030121
Muthaffar, A., & Vilches-Montero, S. (2023). Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction. Journal of Retailing and Consumer Services, 75, 103536. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103536
Nhuong, B. H., & Truong, D. D. (2024). Impacts of integrated marketing communications on customers’ green brand awareness: an empirical case study in Vietnam. Environmental Research Communications, 6(7). https://doi.org/10.1088/2515-7620/ad54a3
Nugroho, A. P. (2023). Qualitative Investigation: Exploring the Challenges Faced by Indonesian SMEs in Accessing Financial Services in Sukabumi City. West Science Interdisciplinary Studies, 1(05), 41–50.
Paiola, M., Khvatova, T., Schiavone, F., & Ferraris, A. (2023). How do omnichannel strategies contribute to value-based healthcare? An orchestra-based analysis. Journal of Business Research, 167, 114175. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.114175
PRB. (2025). The Global Muslim Population. Prb.Org. https://www.prb.org/resources/the-global-muslim-population/
Rahman, S. M., Carlson, J., Gudergan, S. P., Wetzels, M., & Grewal, D. (2025). How do omnichannel customer experiences affect customer engagement? Theory and empirical validation. Journal of Business Research, 189, 115196. https://doi.org/https://doi.org/10.1016/j.jbusres.2025.115196
Safitri, N., & Marsasi, E. G. (2023). Implementation of Integrated Marketing Communication Based on Omnichannel Marketing in the Junique Marketing Program. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi, 7(1), 336–350. https://doi.org/10.31955/mea.v7i1.2860
Salazar-Santander, C., Cawley, A. G. Mac, & Martinez-Troncoso, C. (2024). An Optimal Effectiveness-Driven Target Segment Selection Modeling Approach for Marketing Campaign Management. SSRN. https://doi.org/10.2139/ssrn.4429470
Sharma, N., & Fatima, J. K. (2024). Influence of perceived value on omnichannel usage: Mediating and moderating roles of the omnichannel shopping habit. Journal of Retailing and Consumer Services, 77, 103627. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103627
Siregar, A. N., & Marsasi, E. G. (2024). Implementation of Omnichannel Improves Business Performance Based on Integrated Marketing Communication. Sentralisasi, 13(2), 180–201. https://doi.org/10.33506/sl.v13i2.3067
Statista. (2025). Fashion - Worldwide. Statista.Com. https://www.statista.com/outlook/emo/fashion/worldwide
Suh, T., & Moradi, M. (2023). Transferring in-store experience to online: An omnichannel strategy for DIY customers’ enhanced brand resonance and co-creative actions. Journal of Business Research, 168, 114237. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.114237
Sumrit, D., & Sowijit, K. (2023). Winning customer satisfaction toward omnichannel logistics service quality based on an integrated importance-performance analysis and three-factor theory: Insight from Thailand. Asia Pacific Management Review, 28(4), 531–543. https://doi.org/https://doi.org/10.1016/j.apmrv.2023.03.003
Syahban, K. R., & Marsasi, E. G. (2023). Implementation of Integrated Marketing Communication Based on Purchase Intention in The Artisan Tea Marketing Program. Journal of Business Management.
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How Live Streaming Changes Shopping Decisions in E-commerce: A Study of Live Streaming Commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701–729. https://doi.org/10.1007/s10606-022-09439-2
Xu, X., Zeng, Q., Na, R., & Fan, W. (2025). Unveiling the influence of streamer characteristics on sales performance in live streaming commerce. Electronic Commerce Research and Applications, 72, 101510. https://doi.org/https://doi.org/10.1016/j.elerap.2025.101510
Ye, M., & Ching, T. C. (2023). Research and application flow-based live-streaming shopping towards compulsive buying. Annals of Operations Research. https://doi.org/10.1007/s10479-023-05681-z
Zhang, S. (Katee), Tang, T. (Ya), & Krallman, A. (2024). Navigating livestream commerce: A dual-lens framework of influencers’ impact on product sales. Journal of Business Research, 185, 114919. https://doi.org/https://doi.org/10.1016/j.jbusres.2024.114919
Barta, S., Gurrea, R., & Flavián, C. (2023). Telepresence in live-stream shopping: An experimental study comparing Instagram and the metaverse. Electronic Markets, 33(1), 29. https://doi.org/10.1007/s12525-023-00643-6
Bottani, E., Falcomer, M., & Monferdini, L. (2025). Evolution of Industry 4.0 in the Fashion Sector: A Comparative Analysis Before and After COVID-19. Procedia Computer Science, 253, 2889–2898. https://doi.org/10.1016/j.procs.2025.02.013
Butkouskaya, V., Llonch-Andreu, J., & Alarcón-del-Amo, M.-C. (2024). Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: A comparison between developed and developing economies. European Research on Management and Business Economics, 30(3), 100260. https://doi.org/https://doi.org/10.1016/j.iedeen.2024.100260
Cai, Y.-J., & Choi, T.-M. (2023). Omni-channel marketing strategy in the digital platform era. Journal of Business Research, 168, 114197. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.114197
Chandrruangphen, E., Assarut, N., & Sinthupinyo, S. (2022). The effects of live streaming attributes on consumer trust and shopping intentions for fashion clothing. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2034238
Churina, M. F., & Marsasi, E. G. (2023). Implementation of Integrated Marketing Communication Through The concept of Omnichannel Marketing in the Laksana Boga Campaign Marketing Program. Jurnal Informatika Ekonomi Bisnis, 5, 1155–1161. https://doi.org/10.37034/infeb.v5i4.724
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., Núnez-Barriopedro, E., & García-Henche, B. (2023). Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context. Journal of Business Research, 156, 113475. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.113475
Gasparin, I., & Slongo, L. A. (2020). Omnichannel as a Consumer-Based Marketing Strategy. Journal of Contemporary Administration, 25(1), 181–196.
Hana, K. F., Sari, S. A., & Rahmawaty, A. (2023). Modest Fashion: Overview Of Consumer Intention Based On Product Quality, Design, And Lifestyle With Islamic Branding As A Moderating Variable. Jurnal Ilmu Manajemen Dan Bisnis Islam, 9(1), 73–91.
Hossain, T. M. T., Akter, S., Kattiyapornpong, U., & Dwivedi, Y. (2020). Reconceptualizing Integration Quality Dynamics for Omnichannel Marketing. Industrial Marketing Management, 87, 225–241. https://doi.org/https://doi.org/10.1016/j.indmarman.2019.12.006
Hwang, J., & Youn, S. yi. (2023). From brick-and-mortar to livestream shopping: product information acquisition from the uncertainty reduction perspective. Fashion and Textiles, 10(1). https://doi.org/10.1186/s40691-022-00327-3
Inka, I. S. (2024). Akhlak Berpakaian Bagi Perempuan Dalam Konsep Pendidikan Akhlak (Analisis Perbandingan Pandangan Buya Hamka Dalam Tafsir Al-Azhar Dan Pandangan Quraish Shihab Dalam Tafsir Al- Misbah ). UIN Raden Intan Lampung.
Khalid, B. (2024). Evaluating customer perspectives on omnichannel shopping satisfaction in the fashion retail sector. Heliyon, 10(16). https://doi.org/https://doi.org/10.1016/j.heliyon.2024.e36027
Khoirunnisa, A., & Marsasi, E. G. (2024). Omnichannel Based Integrated Marketing Communication At Tripatria Innovation Marketing Program. Jurnal Ilmiah Ekonomi Dan Bisnis, 12(4), 3913–3924. https://doi.org/10.37676/ekombis.v12i4.6706
Li, N., Xuan, C., & Chen, R. (2024). Different roles of two kinds of digital coexistence: The impact of social presence on consumers’ purchase intention in the live streaming shopping context. Journal of Retailing and Consumer Services, 80, 103890. https://doi.org/https://doi.org/10.1016/j.jretconser.2024.103890
Liao, M., Fang, J., Han, L., Wen, L., Zheng, Q., & Xia, G. (2023). Boosting eCommerce sales with livestreaming in B2B marketplace: A perspective on live streamers’ competencies. Journal of Business Research, 167, 114167. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.114167
Lune, H., & Berg, B. (2021). Qualitative Research Methods for the Social Sciences. Pearson.
Ma, X., Chen, H., Lang, X., Li, T., Wu, N., & Duong, B. (2024). Research on the impact of streamers’ linguistic emotional valence on live streaming performance in live streaming shopping environments. Journal of Retailing and Consumer Services, 81. https://doi.org/https://doi.org/10.1016/j.jretconser.2024.104040
Marsasi, E. G., & Barqiah, S. (2023). They The Role of Gender, Age, And Educational Groups in Utilitarian Motivation for Sharia Products. Indonesian Journal of Business and Entrepreneurship, 9(1), 104–117. https://doi.org/10.17358/ijbe.9.1.104
Marsasi, E. G., & Yuanita, A. D. (2023). Investigating The Causes And Consequences Of Brand Attachment Of Luxury Fashion Brands: The Role Of Gender, Age, And Income. Economics and Management Media, 38(1).
McKinsey & Company. (2024). The State of Fashion 2024 Report: Insights into Market Dynamics.Mckinsey.Com. https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion-2024
Merritt, K., & Zhao, S. (2022). The Power of Live Stream Commerce: A Case Study of How Live Stream Commerce Can Be Utilised in the Traditional British Retailing Sector. Journal of Open Innovation, 8(2). https://doi.org/10.3390/joitmc8020071
Ministry of Education and Culture. (2023). Survey of Student Interest in Creative Industries in Indonesia.
Mufidah, D. (2025). The principal’s leadership in organizational culture development: A case study in the context of community engagement and social environment. Interaction, Community Engagement, and Social Environment, 2(2), 138–153. https://doi.org/10.61511/icese.v2i2.2025.1622
Mutambik, I. (2024). The Emerging Phenomenon of Shopstreaming: Gaining a More Nuanced Understanding of the Factors Which Drive It. Journal of Theoretical and Applied Electronic Commerce Research , 19(3), 2522–2542. https://doi.org/10.3390/jtaer19030121
Muthaffar, A., & Vilches-Montero, S. (2023). Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction. Journal of Retailing and Consumer Services, 75, 103536. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103536
Nhuong, B. H., & Truong, D. D. (2024). Impacts of integrated marketing communications on customers’ green brand awareness: an empirical case study in Vietnam. Environmental Research Communications, 6(7). https://doi.org/10.1088/2515-7620/ad54a3
Nugroho, A. P. (2023). Qualitative Investigation: Exploring the Challenges Faced by Indonesian SMEs in Accessing Financial Services in Sukabumi City. West Science Interdisciplinary Studies, 1(05), 41–50.
Paiola, M., Khvatova, T., Schiavone, F., & Ferraris, A. (2023). How do omnichannel strategies contribute to value-based healthcare? An orchestra-based analysis. Journal of Business Research, 167, 114175. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.114175
PRB. (2025). The Global Muslim Population. Prb.Org. https://www.prb.org/resources/the-global-muslim-population/
Rahman, S. M., Carlson, J., Gudergan, S. P., Wetzels, M., & Grewal, D. (2025). How do omnichannel customer experiences affect customer engagement? Theory and empirical validation. Journal of Business Research, 189, 115196. https://doi.org/https://doi.org/10.1016/j.jbusres.2025.115196
Safitri, N., & Marsasi, E. G. (2023). Implementation of Integrated Marketing Communication Based on Omnichannel Marketing in the Junique Marketing Program. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi, 7(1), 336–350. https://doi.org/10.31955/mea.v7i1.2860
Salazar-Santander, C., Cawley, A. G. Mac, & Martinez-Troncoso, C. (2024). An Optimal Effectiveness-Driven Target Segment Selection Modeling Approach for Marketing Campaign Management. SSRN. https://doi.org/10.2139/ssrn.4429470
Sharma, N., & Fatima, J. K. (2024). Influence of perceived value on omnichannel usage: Mediating and moderating roles of the omnichannel shopping habit. Journal of Retailing and Consumer Services, 77, 103627. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103627
Siregar, A. N., & Marsasi, E. G. (2024). Implementation of Omnichannel Improves Business Performance Based on Integrated Marketing Communication. Sentralisasi, 13(2), 180–201. https://doi.org/10.33506/sl.v13i2.3067
Statista. (2025). Fashion - Worldwide. Statista.Com. https://www.statista.com/outlook/emo/fashion/worldwide
Suh, T., & Moradi, M. (2023). Transferring in-store experience to online: An omnichannel strategy for DIY customers’ enhanced brand resonance and co-creative actions. Journal of Business Research, 168, 114237. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.114237
Sumrit, D., & Sowijit, K. (2023). Winning customer satisfaction toward omnichannel logistics service quality based on an integrated importance-performance analysis and three-factor theory: Insight from Thailand. Asia Pacific Management Review, 28(4), 531–543. https://doi.org/https://doi.org/10.1016/j.apmrv.2023.03.003
Syahban, K. R., & Marsasi, E. G. (2023). Implementation of Integrated Marketing Communication Based on Purchase Intention in The Artisan Tea Marketing Program. Journal of Business Management.
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How Live Streaming Changes Shopping Decisions in E-commerce: A Study of Live Streaming Commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701–729. https://doi.org/10.1007/s10606-022-09439-2
Xu, X., Zeng, Q., Na, R., & Fan, W. (2025). Unveiling the influence of streamer characteristics on sales performance in live streaming commerce. Electronic Commerce Research and Applications, 72, 101510. https://doi.org/https://doi.org/10.1016/j.elerap.2025.101510
Ye, M., & Ching, T. C. (2023). Research and application flow-based live-streaming shopping towards compulsive buying. Annals of Operations Research. https://doi.org/10.1007/s10479-023-05681-z
Zhang, S. (Katee), Tang, T. (Ya), & Krallman, A. (2024). Navigating livestream commerce: A dual-lens framework of influencers’ impact on product sales. Journal of Business Research, 185, 114919. https://doi.org/https://doi.org/10.1016/j.jbusres.2024.114919
Published
2025-06-30
How to Cite
Mufidah, K., & Marsasi, E. G. (2025). Live Streaming Applied Part of Omnichannel Marketing in Fashion Retail Based on Integrated Marketing Communication (IMC). Kontigensi : Jurnal Ilmiah Manajemen, 13(1), 602 - 625. https://doi.org/10.56457/jimk.v13i1.806
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