Sales Forecasting with Exponential Smoothing for Webrooming–Showrooming Strategy at Yumna Batik

https://doi.org/10.35912/sakman.v5i1.3234
Published: Jul 22, 2025

Abstract:

Purpose: This study explores the effectiveness of webrooming and showrooming as marketing strategies in increasing sales, revenue, and customer satisfaction at Yumna Butik in Makassar. It aims to forecast sales trends and analyze consumer shopping behaviors using sales forecasting methods

Methodology/approach: A quantitative exploratory approach was employed, utilizing secondary data on sales through webrooming and showrooming. The research applied the Single Exponential Smoothing (SES) method to forecast sales and identify shopping patterns. Interviews with sales representatives and analysis of sales transaction records were conducted to understand consumer behavior and spending trends.

Results/findings: The findings reveal a significant monthly increase in sales volume, influenced by strategic store locations, competitive pricing, and high-quality customer service. Among the products analyzed, hijabs were identified as the highest-selling item. The majority of customers preferred webrooming over showrooming, emphasizing the practicality of online searches followed by in-store purchases.

Conclusion: The study concludes that webrooming is more effective than showrooming in driving customer purchases at Yumna Butik. Implementing both strategies, supported by accurate sales forecasting, enables better business planning, customer engagement, and revenue growth.

Limitations: This study focuses on a single business and specific products, which may limit generalizability. Future research could incorporate advanced software such as RShiny for more detailed and dynamic sales forecasts.

Contribution: This study demonstrates the relevance of integrating webrooming and showrooming strategies to enhance sales and customer satisfaction. It also highlights the utility of SES in predicting sales trends and improving inventory management, offering actionable insights for fashion retailers.

Keywords:
1. Sales Forecasting
2. SES
3. Showrooming
4. Webrooming
Authors:
1 . Syarthini Indrayani
2 . Mira Mira
3 . Nur Mayasari
4 . Wiwid Astuti
5 . Resky Angguna Anastasya
6 . Nur Amalia Agus Mulyadi
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How to Cite
Indrayani , S., Mira, M., Mayasari, N., Astuti, W., Anastasya, R. A., & Mulyadi, N. A. A. (2025). Sales Forecasting with Exponential Smoothing for Webrooming–Showrooming Strategy at Yumna Batik. Studi Akuntansi, Keuangan, Dan Manajemen, 5(1), 257–268. https://doi.org/10.35912/sakman.v5i1.3234
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Vol. 5 No. 1 (2025): Juli
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  1. Adisaputro , Gunawan, & Marwan, A. (2003). Company Budget . i Edition 3. Yogyakarta: BPFE UGM.
  2. Arora, S., & Sahney , S. (2017). Webrooming Behavior: a Conceptual Framework. International Journal of Retail and Distribution Management. 45(7–8):762–781 .
  3. Asmara, & Enggal , Y. (2016). Trends in Webrooming and Showrooming Behavior: Case Study in the Community of Salatiga City. JEB: Journal of Economics and Business .
  4. Bakri, R., Ardiansyah, H., & Niken, PA (2018). Product Marketing Strategy Information System using the Market Bsket Analysis and Sales Forecasting Method: Makassar City Supermarkets. Journal of Theoretical and Applied Management, 89-106 .
  5. Bakri, R., Ardiansyah, H., & Niken, PA (2018). Product Marketing Strategy Information System using Market Bsket Analysis and Sales Forecasting Methods: Makassar City Supermarkets. Journal of Theoretical and Applied Management, 89-106 .
  6. Gensler, S., Scott, A.N., & Peter, C.V. (2017). The Showrooming Phenomenon. It's More Than Just About Price. Journal of Interactive Marketing, 38(2017), 29-43 .
  7. Halim, A. (2017). Public Sector Accounting: Regional Financial Accounting. Jakarta: Salemba Empat.
  8. Halim, Y., & Astuti, D. (2015). Financial Stressors, Financial Behavior, Risk Tolerance, Financial Solvency. Finesta, 3(1), 19-23.
  9. Hartini, S., & Hidayati, SN (2021). The Influence of Webrooming on Confident, Smart Shopping Feeling, User-Generated Content, and Search Process Satisfaction. Maxpreneur Journal: Management, Cooperatives, and Entrepreneurship, 11(1), 157-176 .
  10. Huang. (2015). Good at selling on Instagram. Tasikmalaya : BYM Store.
  11. Hyndman, R. J., & Athanasopoulos, G. (2018). Forecasting: principles and practice. Melbourne: OText .
  12. Iwan, Rahayu, EI, & Yulianto, A. (2018). Analysis Forecasting Request for Mitsubishi Xpander Car with Three Forecasting Methods. Cakrawala : Journal Humanities Bina Sarana Informatics .
  13. Kartikasari, MD, Dimyati, M., & Sukarno, H. (2018). The influence of green marketing and knowledge on purchasing decisions mediated by Sariayu Martha Tilaar consumers' buying interest in Jember City. . Journal of Business Economics and Accounting, 5(20), 172-177 .
  14. Kurniawati, D., Jamiyla, & Trie, SP (2017). Sales Budget Analysis as a Profit Planning Tool at PT Wahana Persada Karton Palembang. Current Global Economic Scientific Journal, 8(1). ISSN Print: 2089-6018 ISSN Online: 2502-2024 .
  15. Mulyadi. (2010). Accounting System. i Fifth Printing. Jakarta: Salemba Empat.
  16. Muzakkar, A., & Adha, L. (2016). MARKET BASKET ANALYSIS (MBA) ON THE ZAKIYAH COLLECTION E-COMMERCE WEBSITE. SYMMETRIC Journal , 7(2), 459-466 .
  17. Nesar, S., & Lamay, B. S. (2016). Evaluation of Customer Preferences on Showrooming and Webrooming: An Empirical Study. Al -Barkaat Journal of Finance and Management, 8(1), 50-67 .
  18. Nesar, S., & Sabir, L.B. (2016). Evaluation of Customer Preferences on Showrooming and Webrooming: An Empirical Study. Al -Barkaat Journal of Finance & Management, 8(1), 50-67 .
  19. Prasetijo , R., & Ihalauw , J. (2005). Consumer behavior. Yogyakarta: ANDI Publishers.
  20. Stevenson, W. J., & Chuong, C. S. (2014). Operation management. i Book 2. Edition 9. Jakarta: Salemba Emp.
  21. Tanuwijaya , H., & Pramita, W. (2010). Application of the Exponential Smoothing Winter Method. National Informatics Seminar .
  22. Thangavel, & Prakash, O. (2015). Webrooming: Wooing Customers Back to Garment Retail Store. International Journal of Economic Research, 265-273 .
  23. Vijayalakshmi, Menon, P., Barani, & Suganthalashmi . (2018). Mapping Customer Shopping Attitude Towards Webrooming Technique. International Journal Of Pure and Applied Mathematics, 119(12), 991-1003 .
  24. Wijaya, A., Arifin, M., & Soebijono , T. (2013). Planning Information System. JSIKA, Volume 2, pp. 14-20.