Kontigensi: Scientific Journal of Management Vol 13.
No.
Juni 2025, pp.
602 - 625
ISSN 2088-4877
LIVE STREAMING APPLIED PART OF OMNICHANNEL MARKETING IN
FASHION RETAIL BASED ON INTEGRATED MARKETING
COMMUNICATION (IMC)
1Khusnun Mufidah, 2*Endy Gunanto Marsasi Management.
Universitas Islam Indonesia.
Sleman.
Yogyakarta.
Indonesia E-mail: 183111301@uii.
Received: Juni 01, 2025 DOI: https://doi.
org/10.
56457/jimk.
Accepted: June 25, 2025
Published: June 30, 2025
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 livestreaming 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.
Keywords: Integrated Marketing Communication.
Omnichannel Marketing.
Live Streaming.
Marketing Strategy INTRODUCTION The women's fashion industry continues to grow rapidly, with an estimated market value of $1.
7 trillion by 2024, of which more than 50% comes from the womenswear segment (McKinsey & Company, 2.
This growth is driven by the world's Muslim population, which is expected to reach 2 billion by 2024, of which 63% are women (PRB, 2.
This further accelerates the demand for modest clothing, such as hijabs and other Muslim apparel, which continues to grow rapidly.
This trend is also influenced by the advancement of ecommerce, which is predicted to reach $6 trillion by 2024, with 35% of transactions coming from the fashion The fashion industry has Fashion characterized by the adoption of technologies such as the Internet, social media.
IoT.
Big Data.
AI, mobile AR.
This transformation is changing marketing Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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strategies by emphasizing direct connectivity between brands and These technologies not only strengthen a brand's innovative image but also become practical tools for gathering feedback for business decision-making (Bottani et al.
, 2.
However, its utilization requires strategic management in order to maintain brand consistency, customer experience, and data security amidst increasing digital risks.
The fashion industry in Indonesia, especially women's fashion, also faces various challenges.
Indonesia, as a country with the largest Muslim population in the world, also experiences a high demand for modest fashion (Hana et al.
, 2.
However, local brands still have difficulty competing with imported products in terms of design and quality (Inka.
Therefore, local brands such as SADA Fashion need to continue to innovate by considering the factors of price, quality, and local culture in order to compete in the global market.
Students in Yogyakarta, especially in the Sleman area, have a high interest in the fashion industry, along with the growth of creative culture among the younger generation.
Based on a survey from Ministry of Education and Culture .
, more than 65% of students in Yogyakarta show great interest in the creative industry, including the fashion sector.
This reflects great potential for the development of the local fashion industry ecosystem, especially in terms of design innovation, community collaboration, and the creation of trends that are relevant to young market tastes.
This high interest is also a strategic opportunity for local brands to expand their market reach through a approach that suits the dynamic and digital-savvy lifestyle of university The dynamics of the fashion industry continue to evolve.
SADA
comes with a strong vision to become a leading fashion brand known not only for its elegant and modern designs but also for its commitment to quality, innovation, and empowering women to express themselves through fashion.
Facing global competition and the challenges of the fashion industry in Indonesia.
SADA aims to be a pioneer in providing fashion products that combine the latest trends with timeless elegance, each design designed in detail using high quality materials to ensure customer satisfaction.
With this vision and mission.
SADA is committed to not only creating fashionable women's apparel, such as dresses, skirts, and headscarves, but also to embracing the diversity of Indonesian culture and presenting clothing that is able to reflect the identity, confidence, and aspirations of modern women.
With a mission to provide fashion products that combine the latest styles with elegance and grace.
SADA aims to create pieces that are not only relevant in the local market but also able to compete in the international market.
SADA's products are designed with meticulous details, using selected materials and adapting to the needs of today's women who seek a balance between aesthetics and Surviving and thriving in the fashion industry must also face various external factors that have a significant influence on business sustainability.
The purchasing power of the society is one of the important factors that Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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Indonesia Kontigensi: Scientific Journal of Management Vol 13.
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influence the direction of fashion development in Indonesia.
With a large population and significant growth of the middle class, the fashion market in Indonesia has enormous potential.
The large number of consumers who tend to look for products at affordable prices often opens up opportunities for fast fashion from abroad to dominate the Local brands such as SADA need to provide added value through product quality and designs that are relevant to consumers' needs while maintaining a competitive price point.
A country with the largest Muslim population in the world, this factor is very influential in the development of the fashion industry in Indonesia.
Demand for modest clothing, such as headscarves, tunics and dresses, continues to increase.
Data shows that the world's Muslim population is expected to reach 2 billion people by 2024, with 63% of them being women, providing an excellent opportunity for Muslim fashion products to proliferate, both in the domestic and international SADA, as a brand committed to the empowerment of women through fashion, sees this excellent opportunity to create products that not only meet the needs of Muslim consumers but are also able to introduce universal values of elegance to the world.
With an approach that combines modern design and spiritual values.
SADA hopes to become a leader in the modest fashion segment.
Financial resources are often a significant challenge faced by MSMEs, including SADA (Nugroho, 2.
With limited financial capacity.
SADA needs to set priorities in strategically allocating funds.
The primary focus marketing channels.
Based on data, around 65% of MSMEs in the creative sector face limited access to funding for business expansion.
SADA can maximize potential funding from internal sources, such as family support, to strengthen working capital and support business sustainability.
The availability of raw materials such as premium fabrics, lace, and other quality materials is often an obstacle for fashion businesses.
Social media and digital platforms are currently the backbone of marketing in the fashion The optimization of SADA media has not been fully maximized, especially in building a strong brand A survey from Statista .
shows that 65% of fashion consumers in Indonesia tend to buy products SADA needs to improve its branding strategy with engaging content, high-quality photos, and stories behind the products that evoke consumer emotions.
SADA Fashion, which focuses on modest fashion with elegant and modern designs, is committed to empowering women through clothing that can express their identity and confidence, with a digital marketing strategy based on social media and e-commerce.
SADA seeks to expand its market share and increase engagement with consumers in Indonesia, especially in Yogyakarta, where it is based.
In the face of global competition.
SADA continues to focus on quality materials and designs that are relevant to the needs of today's METHOD This research uses a descriptive qualitative approach to analyze Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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existing conditions and situations around, including social aspects relevant to the object of research.
This method aims to provide a detailed description based on data collected systematically and has clear sources (Lune & Berg, 2.
The data used in this study include primary data obtained directly through Interviews in-depth information from informants related to the research.
The information obtained during the interviews was recorded and analyzed to meet the data needs required in the research.
Observations were made by directly observing the object of research and recording relevant information related to time, place, and field situations.
In addition, secondary data was also used to complement primary data, which was obtained through related documents and literature relevant to this research.
Data collection and documentation store evidence in the form of photographs, video recordings, or written records, which can later be used to review information obtained during the research.
This method allows researchers to verify and ensure that all data collection processes can be clearly accounted for.
RESULT and DICUSSION Before implementing Integrated Marketing Communication (IMC) and omnichannel marketing approaches.
SADA Fashion relied on conventional digital marketing strategies limited to the use of e-catalogs on platforms such as Shopee.
TikTok Shop, and Instagram.
Integrated Marketing Communication (IMC) is an integrated approach that reflects the company's ability to unify communication with customers, internal organizations, and other stakeholders (Butkouskaya et al.
Conventional digital marketing methods are quite helpful in reaching consumers, but the interactions that are built are one-way and have minimal customer participation.
Consumers can only see product images without getting a direct explanation, which in turn creates doubts in making purchasing decisions.
In addition, the absence of physical stores is an obstacle to building trust in product quality, especially regarding the material and comfort of the clothes offered.
On the other hand, brand communication that is carried out separately between platforms causes the delivered to be less consistent and difficult to reach all market segments Appropriate communication objectives include forming preferences, strengthening beliefs, and changing behavior in the targeted audience (Hossain et al.
, 2.
SADA Fashion is one of the local businesses that has a competitive position in the Sleman Yogyakarta Special Region.
This advantage is supported by a growing production capacity, as well as high interest from the leading consumer segment, namely young urban women and active social media users.
SADA's products, such as dresses, tunics, pants, skirts and headscarves, experience stable demand, even showing a significant increase during special moments such as Ramadan and yearend.
The modest fashion industry in Indonesia itself is a highly competitive sector, along with the emergence of various new brands and the dominance of imported fast fashion products that Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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offer affordable prices and fastchanging models.
In the face of these conditions.
SADA Fashion takes implementation of an adaptive and technology-based prioritizing the overall customer The Integrated Marketing Communication (IMC) is considered a new approach before a substantial shift in the marketing marketing practices are still advertising, public relations, sales promotion, direct marketing, and personal selling is managed separately by different units within the company (Nhuong & Truong, 2.
As part of the market expansion strategy.
SADA implemented a mobile strategy by expanding the segment from focusing on individual consumers to include fashion enthusiast communities to online communities that are active in developing modest fashion trends.
practice, this transformation is realized through the integration of IMC-based digital marketing, which aligns brand messages in an integrated manner channels such as Instagram.
TikTok, and WhatsApp, as well as e-commerce platforms such as Shopee and TikTok Shop.
Integrated Marketing Communication (IMC) is a strategic business approach that determines the most effective and appropriate way to communicate with consumers about a company's products or services and build good relationships with them (Syahban & Marsasi, 2.
This approach emphasizes the importance of consistency of messages delivered channels used by the company, be it digital media, social media, or direct communication in physical stores.
IMC
also focuses on building good relationships with consumers, not only through product promotion but also by satisfaction and needs in every By using the right IMC strategy, companies can create a more personalized and relevant experience for consumers, which in turn increases brand loyalty and trust.
It also enables the company to respond quickly to changes in consumer behavior and market dynamics, making it more flexible and responsive in the face of business challenges.
On the distribution side.
SADA Fashion adopts an omnichannel strategy that aims to connect and unify the online and offline shopping The omnichannel strategy itself is an approach that combines various physical and digital channels into one integrated system, with the aim of creating a consistent, integrated, and personalized customer experience at all consumers and brands (Rahman et al.
The concrete implementation of this strategy can be seen through the opening of SADA Fashion's first Condongcatur.
Sleman.
This store not only functions as a place for direct buying and selling transactions but also as a meeting point that allows customers to interact with the products and brand values offered, thus connection between consumers and This approach provides an experience a more comprehensive and Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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immersive shopping experience, where they can easily move from online to offline channels or vice versa without inconsistencies, price differences, or service disruptions.
By efficiently leveraging cross-channel integration, customers can explore products through digital catalogs, try them on in physical stores, and then complete the transaction through available ecommerce or official apps, according to their preferences.
This strategy not only increases convenience and flexibility but has also been shown to strengthen customer engagement with the brand.
This is in line with the findings of (Marsasi & Yuanita, 2.
, which state that consumers who have a variety of positive and repeated experiences with a brand will tend to be more loyal and make the brand the first choice in the purchasing decisionmaking Thus, omnichannel strategy implemented by SADA Fashion is not just utilizing various distribution channels but a strategic step that brings together all points of interaction into a harmonious, efficient shopping experience and is able to answer the expectations of increasingly dynamic and digitally confidence in the real benefits of integrated channels (Sharma & Fatima.
This strategy aims to create a convenient, efficient, and able to meet the emotional and rational needs of The main goal of the omnichannel strategy is to deliver a unified and seamless shopping experience for customers (Sumrit & Sowijit, 2.
Its implementation demands technical alignment and cross-functional synergy, both internal and external to the company.
Omnichannel marketing is a strategy that integrates multiple channels and touchpoints to create a connected, consistent and seamless shopping experience (Muthaffar & VilchesMontero, 2.
The omnichannel marketing approach allows consumers to move flexibly between physical channels, such as offline stores, and digital channels, such as websites, mobile apps, or social media, without facing barriers that can disrupt their shopping journey.
In addition to focusing on transactions, this strategy also puts the customer at the center of the marketing process, from content to after-sales Omnichannel Marketing reflects a transactionfocused perspective and includes the use of multiple channels to sell products or services.
Customers can trigger whole interaction between channels, and retailers can control full (Gasparin & Slongo, 2.
, thereby increasing convenience, efficiency, loyalty, and customer engagement.
The concept of omnichannel marketing has revolutionized the world of retail and consumer behavior by connecting various communication and sales channels in one integrated system (Suh & Moradi, 2.
This strategy presents relevant content through the proper channels to create a personalized customer experience at every point of interaction.
The omnichannel marketing approach is an integrated strategy that aims to deliver relevant content through the proper channels to end users to optimize their Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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experience throughout the customer journey (Paiola et al.
, 2.
The customer becomes the center of activity, supported by connected systems and data so that the shopping journey feels smooth even through various platforms.
Integrating the concept of omnichannel marketing into SADA Fashion's marketing strategy, the company has successfully created a personalized shopping experience across multiple platforms.
By using various communication channels such as TikTok.
Instagram.
WhatsApp.
Shopee, and offline stores.
SADA Fashion ensures that its brand messages remain consistent and mutually reinforcing.
Through this approach, customers are given the freedom to move between channels seamlessly, enjoy a seamless shopping experience, and get direct interaction with the brand through live streaming.
The concept of omnichannel opportunities for companies to expand their digital marketing strategies (Siregar & Marsasi, 2.
The integration of physical and digital channels not only increases reach but also strategically influences business decision-making, where every decision made on one channel has a direct impact on the effectiveness and efficiency of other channels.
Through this approach.
SADA Fashion is able to create a consistent and connected shopping experience across physical stores, social media and e-commerce The synergistic effect of omnichannel makes every decision on one channel impact the effectiveness and efficiency of other channels (Cai & Choi.
Factors omnichannel, integrated promotions, integrated customer service, and consistent transaction systems have a positive effect on customer experience (Khalid, 2.
This integration creates alignment at every point of interaction, from product search to after-sales service, so that the experience is efficient, connected and consistent.
leveraging available technologies and platforms.
SADA Fashion ensures an efficient, convenient and seamless customer experience.
Every customer interaction, from product search to after-sales service, is designed to provide comfort and convenience, which in turn strengthens customer loyalty and increases their satisfaction with the brand.
Pricing is an important element in an omnichannel strategy (Khoirunnisa Marsasi.
Maintaining consistent pricing across all sales channels whether through physical retail outlets, official websites, mobile third-party ecommerce platforms is critical in establishing a seamless and reliable shopping experience for consumers.
the case of SADA Fashion, ensuring price uniformity demonstrates a strong commitment to transparency and fairness, which are essential values in building long-term customer trust.
When customers encounter the exact pricing regardless of where they shop, it reduces the potential for confusion or perceived unfairness, which could otherwise erode confidence in the This consistency in pricing not only simplifies the decision making process for consumers but also reinforces the credibility and integrity of the brand in the competitive fashion retail environment.
Moreover, it enhances the customer journey by creating a cohesive and integrated Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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experience, which is particularly important in an omnichannel strategy.
For SADA Fashion, this pricing strategy is key in fostering customer loyalty, as shoppers feel reassured that they receive equal value and treatment across all touchpoints.
Ultimately, price consistency forms a more positive customer, and supports long-term engagement and repeat purchases.
Table 1.
Interview Results Research Related Questions How effective is the use of live streaming in reaching online fashion Research Results Live streaming has proven effective in increasing direct interaction with It allows brands like SADA to explain product details in real time and answer customer questions, which increases trust and purchase intention.
What are the main challenges in The main challenges are consistency in implementing the liveshopping the broadcast schedule, the quality of feature on social media such as TikTok content production, and the presenter's and Shopee? ability to capture the audience's attention in a short period of time.
In addition, technical integration between the broadcast feature and the product catalog is often a bottleneck.
What strategies can be used to make live-streaming sessions result in higher sales conversions? Some effective strategies include exclusive offers during live, product bundling, utilizing interesting influencers or hosts, and insertion of urgency elements such as countdown timers for Active interaction is also key.
(Mufidah, 2.
Table 1 presents the results of mini research conducted on the utilization of live streaming and live shopping as part of a fashion brand's marketing strategy, especially as implemented by SADA Fashion.
The findings from this research show that live streaming is not only a promotional tool but also plays an important role in building closer relationships between brands and their The real-time interaction allows the audience to not only see the product in more detail but also ask questions, give feedback, and get answers directly from the host or brand This encourages the growth of trust in the product and the brand itself, which is an important factor in purchasing decisions in today's digital era.
However, the research also found some challenges Technical challenges such as internet connection quality, lighting, sound, and host effectiveness of live sessions.
If the Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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production quality is poor, not only omnichannel strategies.
Real-time will the audience's interest decline, but interaction allows consumers to see the also the brand's image could be seller's activities, hear their voice, and negatively impacted.
In addition, communicate via text messages (Wang consistency in broadcast schedules is et al.
, 2.
Consumers play an active an important factor in building role through comments, emojis, polls, expectations and habits on the part of and direct purchases.
This level of the audience.
Without a clear and interactivity makes SADA Fashion's regular schedule, brands will find it live-streaming sessions feel more immersive and personalized.
With engagement and loyalty.
direct engagement from the audience.
Technology continues to evolve they not only feel closer to the brand rapidly and change the way users but are also more involved in the interact with applications, including in purchase decision-making process.
the business sector.
In Asia, the trend of These interactive live sessions create a live streaming is rising sharply, not more dynamic atmosphere, where only for entertainment but also for consumers can experience a shopping online shopping (Merritt & Zhao.
The platform is an interactive transactional but also social.
This tool that involves live participation.
encourages impulse purchases and SADA Fashion utilizes live streaming increases loyalty, as customers feel on Shopee and TikTok to showcase valued and emotionally connected to products, interact, and offer promos the brand.
while strengthening loyalty and Table 2.
SADA Fashion Business Model Canvas (BMC) Customer Customer Key Partners Key Activities Value Propositions Relationship Segments Women E1.
Regular Trendy and Two-way aged 16Commerce product live premium fashion communication 35 years Platform during live Local Interactive Special & Live chat & 2.
Active influencers & promotion exclusive price on TikTok KOLs during live during live & Shopee Key Resources Channels Live streaming host Social media Quality fashion products Live streaming via TikTok Shop.
Shopee Live 3.
Costs Structure Revenue Streams Promotion and ads fees on the 1.
Sales from TikTok and Shopee live Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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Salary of live streaming host 2.
Direct sales from e-commerce promotion.
(Mufidah, 2.
SADA Fashion's Business Model thus encouraging audiences to make Canvas analysis shows that the main purchases immediately.
This approach strength of the business lies in utilizing makes live streaming not only an live commerce through TikTok Shop information tool but also a direct sales and Shopee Live.
This strategy enables Live streaming triggers direct interaction with customers, consumer emotional responses that increases engagement and encourages drive impulse purchases (Ma et al.
impulse purchases through exclusive This live offers.
Collaborations with econsumers respond emotionally to visual and verbal stimuli displayed in influencers expand market reach while real time, such as sellers' enthusiastic trendy and premium products expressions, time-limited offers, and strengthen the value proposition.
The direct interaction with other audiences.
target customer segment of women This creates an atmosphere of urgency aged 16-35 years old is well suited to and triggers quick purchase decisions the fast-paced, interactive and visual without deep rational consideration.
digital approach.
The cost structure Stimuli, such as the seller's enthusiastic focuses on digital promotion and host expression, time-limited promos, and salaries, reflecting the high reliance on live interactions, create a sense of live-streaming The SADA capitalizes on these primary source of revenue comes from moments with energetic hosts, direct sales during live and ongoing attractive product visuals, as well as promotions on e-commerce.
Overall, exclusive promos and quick responses this BMC illustrates a business model to comments to increase immediacy that is adaptive, efficient, and relevant and engagement.
Advances in digital to today's digital consumer behavior technology are driving the growth of yet still demands consistency in live streaming-based e-commerce, interaction quality and content which is now part of the digital lifestyle in Asia (Li et al.
, 2.
The rise of live streaming reflects the changing Through live sessions.
SADA patterns of digital consumption, where Fashion is able to create a more speed, authentic interaction and personalized and engaging shopping convenience are key.
In Asia, live The products displayed streaming has become part of the can be explained more clearly, starting digital lifestyle, from entertainment to from the details of the material and size Speed, authentic interaction, to how to wear them, which often and convenience are the main cannot be obtained optimally through SADA adopts this strategy ordinary photo catalogs.
In addition, through TikTok Shop and Shopee Live the strategy of providing exclusive with targeted hosts, strategic broadcast promos during the live has also proven schedules, and interactive content such effective in driving a sense of urgency.
Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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Indonesia Kontigensi: Scientific Journal of Management Vol 13.
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602 - 625
ISSN 2088-4877
as quizzes, limited discounts, and Q&A space by inserting storytelling, lifestyle themes, and fashion tips so that the Live streaming is a live video broadcast feels more personalized and broadcast over the internet that can be less transactional.
watched without the need for a Streamers play a key role in live download (Chandrruangphen et al.
commerce because they can influence This technology is growing consumer perceptions and reduce the rapidly and becoming an important risk of online shopping (Xu et al.
, 2.
part of digital marketing, especially in Consumer perceptions of sellers and social commerce that combines social brand image play a role in reducing the media and online buying and selling.
perceived risk of online shopping.
Live streaming is rapidly growing and thereby increasing purchase intentions.
becoming an important part of the SADA recognizes the important role of digital ecosystem, especially in streamers in shaping consumer marketing and e-commerce.
One of its perceptions, so they selectively appoint widespread utilizations is social live-streaming hosts who have a commerce, which combines social communicative personality, good media with online buying and selling product knowledge, and an image that SADA, as a local fashion is in line with brand identity.
These brand targeting the young and digitalhosts are trained not only to present savvy market segment, actively products engagingly but also to build a implements live-streaming technology human connection with the audience in its social commerce strategy.
This is through a relaxed yet informative done through platforms such as TikTok
SADA
Shop and Shopee Live, where SADA communicative hosts, understands the regularly broadcasts live sales sessions product, and fits the brand image.
The hosts are trained to deliver information Shopping in a relaxed yet informative style while streaming is a new form of social building a human connection with the commerce that combines product These hosts are instrumental promotion with real-time interaction in creating an interactive atmosphere (Barta et al.
, 2.
In this model, the that not only encourages purchases but buying and selling process is not only also strengthens consumer loyalty by focused on transactions but also building emotional closeness.
Through involves real-time interaction between a friendly and responsive way of sellers and buyers through digital speaking to the audience, they create a Consumers can view higher sense of engagement, which in product presentations, ask direct turn enhances the overall shopping This engagement is crucial long-term personalized, interactive, and physical relationships with customers, making store-like shopping experience.
SADA
them more likely to return to shop and creatively packaged the live stream as recommend products to others.
both a selling event and an interaction Table 3.
SWOT Analysis of SADA Fashion Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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Description Increase direct interaction with customers in real-time Build trust through twoway communication.
Increases the likelihood of impulse purchases when live Do not have a dedicated live-streaming team yet.
Requires additional equipment .
amera, lighting, stable interne.
Lots of support from platforms such as TikTok.
Shopee.
Instagram Opportunity to reach a wider audience at low High competition from other brands that are already active live Risk of negative comments during live Sudden change in platform policy Strengths Weakness Opportunities Threats ue ue ue Based on the SWOT analysis.
SADA Fashion's main strengths are real-time interaction, two-way communication, and the potential for impulse buying during live.
Weaknesses include the absence of a dedicated team and the need for additional equipment.
SADA
Fashion has many opportunities, especially with the support from platforms such as TikTok and Shopee, which allows them to reach a wider audience at a relatively low cost.
However, challenges include fierce competition from other brands that are already active in live streaming, the risk of negative comments that can ue ue ue ue ue ue ue arise during live events, and changes in platform policies that can have a direct impact on the strategy.
Overall, despite some challenges, live streaming proved to be an excellent opportunity for SADA Fashion, which could be better utilized to increase revenue and strengthen customer relationships.
During live streaming, the audience is dynamic and free to switch channels (Zhang et al.
, 2.
SADA Fashion regularly opens up spaces for interaction during live streaming through Q&A sessions, product displays, and usage demonstrations.
This approach increases transparency Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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and provides a more informative and personalized shopping experience.
presenting communicative and visual content live.
SADA is able to keep audiences engaged and drive real-time purchase decisions.
This strategy not only strengthens the emotional connection with customers but also differentiates SADA from competitors who are less active in building engagement during live broadcasts.
addition, the team's skill in responding to questions quickly and kindly helped create a responsive and trustworthy brand image in the eyes of digital To increase engagement.
SADA Fashion regularly opens interactive sessions such as Q&A, product demonstrations and wearable displays.
This approach creates a more personalized shopping experience.
The company sets a maximum response time limit of 10 minutes for consumers on TikTok to maintain effective realtime interactions (Churina & Marsasi.
Real-time interactions between sellers and buyers provide immediate, convincing information, increase trust and encourage consumer engagement.
Refers to the ability of sellers to convey product advantages attractively and clearly during live streaming, to build interest and encourage audience buying interest.
Quick response increases trust and engagement.
SADA
Fashion applies live streaming host standards to be active, not passive, and communicative to maintain audience Attractive cheerful demeanor and responsive communication are the criteria for host Physical attributes and linguistic characteristics have been shown to have a significant effect on increasing sales (Liao et al.
, 2.
This approach creates a comfortable, interactive experience and encourages customer loyalty.
SADA Fashion sets operational standards for hosts during live streaming to be responsive and keep communication active.
Hosts are prohibited from being passive for too long to prevent viewers from losing This procedure aims to create a comfortable, interactive experience and build customer trust and loyalty.
SADA Fashion sets specific criteria in recruiting live-streaming hosts, such as communication, cheerful attitude, and This effectively creates a pleasant viewing experience for Shop streaming offers benefits to consumers and brands through high interaction and quick access to reviews, encouraging quick buying decisions, especially during big shopping moments such as Lebaran and Harbolnas (Mutambik, 2.
Live streaming excels in high interaction between sellers and buyers, as well as quick access to reviews.
This interactivity drives quick buying especially during moments such as Lebaran.
New Year, and Harbolnas.
Live streaming excels in providing a more dynamic shopping experience, where consumers can interact directly with sellers, ask for product details, and get real-time reviews or feedback.
This high interactivity creates an atmosphere of urgency, encouraging quick buying decisions, especially with For brands, this is a very effective way to increase sales and streaming can reach consumers Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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directly and quickly and take advantage of big shopping moments to maximize sales potential.
Segmentation based on behavior and attitude helps to understand consumer groups more precisely (Armbrecht et al.
, 2.
SADA Fashion capitalized on this opportunity by targeting college students and young people as the primary audience in their live-streaming sessions.
To appeal to this segment.
SADA adjusted its communication style, visuals, and offers delivered during the broadcast.
They use slang that is more relatable to young audiences, showcase current fashion that is in line with popular trends, and schedule the live sessions at more relaxed times, such as afternoons or evenings, when students and young workers are more likely to relax and shop.
This approach allows SADA to create a relevant and enjoyable shopping experience for their target audience while increasing engagement and sales conversions.
With the adjustment of communication style and more personalized content.
SADA Fashion managed to create a stronger bond with the young audience, which made them feel more connected to the brand.
In addition, this strategy increased the chances of impulse purchases, as audiences felt more compelled to purchase products when attractive offers were provided in real time during the live-streaming By optimizing the timing and style of communication to suit the audience's preferences.
SADA not only drives sales but also strengthens loyalty and increases purchase frequency from the growing young market segment.
Mindset demographic characteristics that shape different perspectives (Marsasi & Barqiah, 2.
Each demographic group has unique preferences.
The dominance of university students reflects the trend of the younger generation who are increasingly active and digitized in online shopping.
Each demographic group has unique preferences that influence their purchasing decisions, such as lifestyle, consumption habits, and comfort level in interacting with technology.
The dominance of university students, for example, reflects the trend of an increasingly active and digitized This group tends to be more responsive to visual and interactive promotions, such as those offered through social media and e-commerce They are also more likely to especially when there is an element of urgency or special offers, as often seen in live-streaming sessions.
Having a deep understanding of the preferences and consumption habits of this demographic group allows companies to tailor their marketing strategies to more effectively reach and engage young consumers in the growing digital ecosystem.
Live interaction between customers and sellers is an effective source of product information through two-way communication (Hwang & Youn.
By utilizing live streaming.
SADA Fashion not only managed to increase sales in the short term but also built long-term relationships with their Each live-streaming session serves as a platform to introduce new products, provide more in-depth information, and listen directly to customer needs and feedback.
This allows SADA to understand the Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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Indonesia Kontigensi: Scientific Journal of Management Vol 13.
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Juni 2025, pp.
602 - 625
ISSN 2088-4877
preferences of its audience better so as to tailor future offerings and content more appropriately.
The social context of live streaming also encourages active consumer engagement (Ye & Ching, 2.
These interactions help customers understand the product more deeply, giving them the opportunity to explore the features, benefits, and usability of the product according to their needs.
SADA
Fashion understands the importance of these interactions and provides a postlive consultation service through DM TikTok, which allows consumers to ask further questions and get a quick This service not only strengthens the relationship with customers but also increases their trust in the brand, as they feel more cared for and directly connected.
In addition, this communication is also continued through Instagram and WhatsApp, providing additional channels for customers to get personalized product consultation, further strengthening the emotional connection and loyalty to the Digital media, especially social networks, are replacing the role of connections and maintaining longterm relationships with customers (Cuesta-Valiyo et al.
, 2.
In the midst of fierce competition, customer retention is the primary focus.
SADA
Fashion implemented a targeted discount strategy, especially during live streaming on TikTok Shop and Shopee Live, to build emotional bonds, encourage repeat orders, and create positive word of mouth.
One of the approaches used by SADA is the targeted discount strategy, which is given especially during live streaming sessions on TikTok Shop and Shopee Live.
These discounts not only attract customers to make purchases but also serve to build emotional bonds with Through direct interaction and special offers.
SADA is able to encourage customers to place repeat orders, which in turn strengthens longterm relationships.
In addition, by providing a positive and personalized shopping experience.
SADA Fashion manages to create positive word of mouth, where satisfied customers will recommend the brand to others, further expanding market reach and enhancing the brand's reputation.
Targeting mass campaigns requires careful segment analysis and customer interaction (Salazar-Santander et al.
SADA Fashion utilizes Shopee and TikTok to reach consumers aged Through interactive livestreaming features.
SADA succeeded in effectively increasing engagement and sales among young audiences.
TikTok Live features content such as product info, discounts, and prizes to attract audiences (Safitri & Marsasi.
On TikTok Live.
SADA displays different types of content, such as product information, discount offers, and attractive prizes, which are designed to attract audience attention and encourage active participation.
The live streaming feature on TikTok and Shopee has proven to be effective in driving increased turnover, as it allows for direct interaction with the audience, more in-depth product explanations, as well as the delivery of exclusive promos that are only available during the broadcast.
further maximize this potential.
SADA Fashion held a "Scheduled Flash Sale" session that offered limited discounts, creating a sense of urgency and Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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Indonesia Kontigensi: Scientific Journal of Management Vol 13.
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602 - 625
ISSN 2088-4877
triggering quick purchases.
This that each live-streaming session strategy not only increased consumer delivered optimal results for SADA enthusiasm but also had a direct Fashion.
impact on increased turnover, ensuring Table 4.
Platform Comparison September 2024 - April 2025 Platform Comparison September - December 2024 Type Sept/2024 Oct/2024 Nov/2024 Dec/2024 Total Social Media Rp979,200 Rp872,850 Rp1,022,100 Rp109,950 IDR2,984,100 E-Commerce Rp632,000 Rp454,750 Rp1,003,000 Rp183,250 IDR2,273,000 Rp4,916,800 Rp4,491,400 Rp4,788,400 Rp439,800 Rp14,636,400 Rp770,000 Rp125,000 IDR2,080,000 Rp7,083,000 Rp6,449,000 Rp7,583,500 Rp858,000 Rp21,973,500 Social ECommerce Offline store Total income Rp555,000 Rp630,000 Platform Comparison January - April 2025 Type Jan/2025 Feb/2025 Mar/2025 Apr/2025 Social Media Rp120,000 Rp146,000 Rp1,120,400 Rp230,000 Rp1,616,400 E-Commerce Rp1,569,300 Rp3,570,000 Rp2,575,000 Rp3,935,000 Rp11,649,300 Social ECommerce Rp10,796,00 Rp5,300,300 Rp5,469,000 0 Rp7,540,300 Rp29,105,600 Offline store Total income Rp332,000 Rp125,000 Rp342,000 Rp1,792,000 Rp15,484,40 Rp12,047,30 Rp7,321,600 Rp9,310,000 Rp44,163,300 Table 4.
Shows a comparison of SADA Fashion's revenue from various platforms and sales types.
From the data listed.
Social E-Commerce is the highest source of income, with a total of Rp43,742,000.
This is due to the effective live-streaming routine that is in high demand by customers.
ECommerce and social media followed.
E-Commerce Rp11,649,300 and Rp2,984,100 in the same period.
While revenue from offline stores was smaller at Rp1,792,000, physical stores play an important role in maintaining SADA's Rp993,000 Total credibility and commitment Revenue from physical stores shows that the company does not only rely on digital platforms but also maintains the sustainability of The success of live streaming on Social E-Commerce proved to be a significant factor in increasing revenue, which shows that this method is very effective and contributes significantly to the success of SADA Fashion.
Regular livestreaming activities have proven to be effective in attracting customer Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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This routine not only personalized live interactions.
strengthens customer relationships but also drives a significant increase in experience, where customers not only sales, making it a highly successful get to see the products live but also method in increasing SADA Fashion's engage in a more fun and authentic Table 5.
Implementation of SADA Fashion's Live Streaming Marketing Program Aspect Description Increase sales of SADA Fashion products through live streaming media significantly within 6 months.
Build customer engagement and loyalty through direct interaction during live-streaming sessions.
Expand market reach, especially in the 22-35-year-old segment, which is active on digital platforms such as TikTok and Instagram.
Objective Period 4 months Responsible Digital Marketing Team.
Live Streaming Manager, and SADA Fashion Live Streaming Hosts Selection of Live Streaming Hosts:
Hosts who are attractive, communicative, cheerful, and Host training to master the product and interactive techniques during live streaming.
Content and Product Preparation:
Prepare products that will be promoted with attractive Creating interactive scripts that include product demos.
Q&A sessions, and special promotions.
Activity Livestreaming Implementation:
Conduct regular live broadcasts on platforms such as TikTok Live.
Instagram Live, and Shopee Live.
Using interactive features such as comments, polls, emojis, and limited-time discounts.
Promotions and Announcements:
Using social media and linktree to direct audiences to the live-streaming session.
Evaluation and Monitoring:
Monitor engagement, feedback, and sales during and Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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after the live-streaming session.
Adjusted strategy based on data and customer feedback.
Target The main target is the 22-35-year-old segment, active users of social media and e-commerce.
Increase sales of SADA Fashion products by 30% in 4 months through live streaming channels.
Product sales increased significantly from the livestreaming session.
Output Customer engagement increased with active interaction during the live stream.
Built brand awareness and customer loyalty in the target Service standards and quality of live streaming broadcasts are met engagingly and interactively.
Table 5 illustrates the overall implementation plan of the livestreaming conducted by SADA Fashion as part of their digital marketing strategy.
The program was designed with the main objectives of significantly increasing product sales within six months, building customer engagement and loyalty through live interaction, and expanding market reach, especially in the 22-35 age group who are active on digital platforms such as TikTok and Instagram.
The program was planned to last for four months, with implementation involving the digital marketing team, live streaming manager, and internal live streaming hosts from SADA Fashion.
Host selection is an important part of the initial process, where those who are attractive, communicative, cheerful and responsive are prioritized.
The hosts will also receive special training to be able to master product information as well as apply interactive communication techniques during the live session.
Prior to the implementation, preparation is carried out.
The products to be featured are attractively packaged, and interactive scripts are developed to help hosts deliver information in a structured manner, conveying product advantages, and announcing special promotions.
Live streaming will be conducted regularly on various platforms such as TikTok Live.
Instagram Live, and Shopee Live, supported by interactive features such as polls, emojis, and limited-time discounts to encourage audience To reach more viewers, promotions and announcements of live sessions are done through social media and linktree links that direct audiences to the ongoing sessions.
During and after the live stream, the team will Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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monitor engagement levels, feedback, brand awareness, and build consumer and sales data to evaluate the loyalty through a more personalized effectiveness of the program.
This and fun shopping experience.
The evaluation becomes the basis for expected output of this program is not adjusting the strategy to optimize the only in the form of increased sales next session.
The program targets the figures but also in the form of creating digitally active youth segment, with an engaging, interactive, and quality the hope of increasing sales by at least live-streaming experience, which is 30% through the live streaming able to differentiate SADA Fashion In addition, this program is from competitors in the current digital fashion market.
interaction with the brand, strengthen Table 6.
Comparison of Turnover Before and After Innovation November/202 Before September/2024 October/2024 December/2024 Turnover After Turnover Rp7,083,000 January/2025 IDR7,321,600 Rp6,499,000 February/2025 Rp9,310,000 Table 6 presents a comparison between SADA Fashion's turnover before and after the innovation in marketing strategy, which shows a clear picture of the direct impact of the company's change in approach.
Based on the data shown, there was a significant increase in revenue after SADA Fashion began implementing Integrated Marketing Communication (IMC) and Omnichannel Marketing approaches to creating integrated customer experiences across channels.
In the pre-innovation period, between September and December 2024, the company's turnover showed a stagnant trend, hovering around Rp6,000,000 to Rp7,000,000 per month.
In fact, in December 2024, the turnover dropped drastically to only IDR 858,000, which was the lowest point in that period.
This sharp decline was most likely influenced by the weak appeal of the Rp7,583,500 Rp858,000 March/2025 April/2025 Rp15,484,000 Rp12,047,300 marketing campaign that was run at the time, as well as the suboptimal communication channels that were able to reach consumers more widely and effectively.
The incoherence of marketing messages and inconsistent customer experience across platforms are also suspected to be factors that led to the low sales conversion rate.
Thus, the data indicates the need for a comprehensive strategy update in order for brands to remain competitive amidst the increasingly dynamic fashion industry competition driven by digital trends.
After entering January 2025, when innovations began to be implemented, there was a noticeable change.
Turnover increased to Rp7,300,000 and continued to grow in the following The most significant increase occurred in March 2025, where turnover reached Rp15,400,000, almost double the previous high.
April also Kontigensi: Jurnal Ilmiah Manajemen Management Science Doctoral Program.
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showed a strong performance with a turnover of more than Rp12,000,000.
This surge confirms that the new strategy implemented not only succeeded in attracting consumer attention but also increased the effectiveness of the sales channel.
Integrated communications, coupled with an omnichannel approach that provides an easy and consistent shopping experience, has encouraged customers to engage more and make larger purchases.
Overall, this data shows that the right marketing strategy innovation can have a tangible impact on financial performance.
SADA
Fashion has not only managed to recover its turnover from the previous decline, but also drive significant growth in a short period.
CONCLUSION
The conclusion from the analysis of the marketing strategy implemented by SADA Fashion shows that Implementing streaming as part of SADA Fashion's omnichannel marketing strategy is Live streaming enables real-time product showcasing and fosters a deeper emotional connection between the brand and its audience through two-way communication.
This strategy has proven effective in building loyalty, particularly after its intensive rollout in This live streaming REFERENCES