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All Journal Jurnal Multidisiplin Sahombu Jurnal Media Akademik (JMA)
Satria Veriansyah Wiguna
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Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PERAN DIGITAL MARKETING DALAM MENJAGA KONSISTENSI PENJUALAN BRAND FASHION LOKAL DI LUAR MOMEN MUSIMAN LEBARAN Diazty Nurmina Aswedya; Satria Veriansyah Wiguna
Jurnal Media Akademik (JMA) Vol. 3 No. 10 (2025): JURNAL MEDIA AKADEMIK Edisi Oktober
Publisher : PT. Media Akademik Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62281/vkt9s277

Abstract

Penelitian ini bertujuan untuk menganalisis peran digital marketing dalam menjaga konsistensi penjualan brand fashion lokal di luar momen musiman Lebaran. Fluktuasi penjualan setelah periode Lebaran menjadi masalah yang sering dihadapi pelaku usaha, terutama karena strategi promosi yang masih bersifat musiman dan kurang berkelanjutan. Dengan menggunakan pendekatan kualitatif deskriptif, penelitian ini dilakukan pada brand Edlinaofficial melalui wawancara mendalam, observasi langsung, dan dokumentasi pendukung. Hasil penelitian menunjukkan bahwa penerapan strategi digital marketing yang berfokus pada kegiatan live streaming, content marketing tematik, serta kolaborasi dengan influencer mikro terbukti efektif dalam menjaga loyalitas pelanggan dan meningkatkan brand awareness. Strategi ini memungkinkan komunikasi dua arah yang intensif antara brand dan pelanggan, sekaligus menjaga keterlibatan konsumen di luar periode puncak penjualan. Aktivitas digital yang konsisten membantu menciptakan hubungan emosional dengan konsumen dan memperkuat citra merek. Secara teoretis, penelitian ini memperluas pemahaman tentang penerapan komunikasi pemasaran digital yang berorientasi pada keberlanjutan. Secara praktis, hasil penelitian memberikan rekomendasi bagi pelaku UMKM fashion untuk mengoptimalkan strategi digital yang kreatif dan adaptif agar penjualan tetap stabil sepanjang tahun.
The Effect of Live Selling and the Double Date Campaign on Sales of Annaira Collection Gamis on Shopee Anggi Wulan Ramadhani; Satria Veriansyah Wiguna
Jurnal Multidisiplin Sahombu Vol. 5 No. 08 (2025): Jurnal Multidisiplin Sahombu, December (2025)
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the effect of live selling and the double date campaign on sales of Annaira Collection gamis on the Shopee platform. The Muslim clothing industry in Indonesia has shown significant growth, driven by an increasing Muslim population, sharia lifestyle trends, and the development of digital technology that is changing consumer behavior (Ministry of Industry, 2021; Kotler & Keller, 2016; Thomson Reuters, 2020). The live selling strategy allows real-time interaction between sellers and consumers, increasing trust and emotional engagement (Kaplan & Haenlein, 2010; Chen & Lin, 2018), while the double date campaign offers limited promotional incentives that drive purchase interest and transaction volume (Kotler & Armstrong, 2018; Zhang et al., 2020). This study uses a quantitative approach with an explanatory research method and a sample of 100 consumers selected through purposive sampling (Sugiyono, 2019; Sekaran, 2016). Data were collected through a Likert-based questionnaire and analyzed using multiple linear regression to test the partial and simultaneous effects of both promotional strategies. The results showed that live selling and the twin-date campaign each had a positive and significant effect on gamis sales, and together, these two strategies explained 92% of the sales variation. These findings underscore the importance of creative and integrated digital promotional strategies to improve sales performance of Muslim fashion products in the e-commerce era.
Co-Authors Anggi Wulan Ramadhani Diazty Nurmina Aswedya