Live Streaming Applied Part of Omnichannel Marketing in Fashion Retail Based on Integrated Marketing Communication (IMC)

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.