Pengaruh Online Fashion Business Ready-To-Wear Terhadap Kepuasan Pelanggan

Abstract

Abstrak

Tujuan penelitian ini adalah mengungkapkan faktor-faktor yang mempengaruhi kepuasan pelanggan untuk berbelanja produk fashion ready-to-wear secara online, serta meneliti kelebihan dan kelemahan berbelanja online.

Subyek penelitian adalah pelanggan dengan jenis kelamin wanita yang memiliki frekuesi berbelanja produk fashion ready-to-wear jenis casual sebanyak minimal tiga kali. Subjek penelitian berjumlah 43 orang yang didapatkan dari lima online fashion business ready-to-wear, yaitu Avinu, D’moon shop,  Ace Boutique, Toko One, dan Tinker Shop. Metode pengumpulan data tahap awal menggunakan observasi yaitu melalui pengalaman berbelanja di online fashion business ready-to-wear. Metode pengumpulan data yang lebih mendalam  mengunakan angket yang dibagikan pada lima online fashion business ready-to-wear.

Hasil penelitian menunjukkan bahwa tiga dari sepuluh aspek yang paling mempengaruhi kepuasan pelanggan untuk berbelanja produk fashion ready-to-wear secara online adalah 17% product reliability, 15% product quality dan 14%  service quality. Ketiga aspek tersebut merupakan priority for improvement, yaitu  aspek-aspek yang dianggap penting oleh pelanggan namun kepuasan rendah (The Leadership Factor. 2006:23). Hasil penelitian juga menunjukkan adanya kelebihan berbelanja produk fashion ready-to-wear secara online adalah praktis, murah, produk menarik, produk tidak pasaran, promosi menarik, kenyamanan berbelanja, dapat membandingkan harga, bisa order 24 jam, good service. Sedangkan, Kelemahan berbelanja produk fashion ready-to-wear secara online adalah kurangnya product reliability, kurangnya online trust dan reliability of delivery yang kurang. Dengan demikian, pelanggan lima online fashion business ready-to-wear belum terpuaskan. Selain itu, berbelanja online memiliki lebih banyak kelebihan yang tidak dimiliki toko konvensional.

Kata kunci : online business, ready-to-wear, kepuasan pelanggan

Abstract

This research aims to reveal satisfaction drivers and also advantages and disadvantages of fashion ready-to-wear online shopping.

The subject of this reseach included 43 female respondents whose shopping frequency are not less than thrice. Observation was used in early stage data collection by shopping experience in online fashion business ready-to-wear to discover satisfaction drivers. Data collection in depts was collected by valid questionares that was distributed in five online fashion business ready-to-wear of Surabaya: Avinu, D’moon Shop, Ace Boutique, Toko One and Tinker Shop.

This research showed result that three of ten most important satisfaction driver aspects were including 17% product reliability, 15% product quality, and 14% service quality. Those aspects are considered priority for improvement due tothe high importance yet bearing large satisfaction gaps (The Leadership Factor. 2006:23). Advantages of online shopping in this research are including practical, cheap, possibility of comparing price, open 24 hours for purchase order, and good service. Some disadvantaged also included, which are low product reliability, low online trust, and low reliability of delivery. In conclusion, customers satisfaction of the observed online fashion business ready-to-wear has not been achieved. In addition, online shopping offer more advantages that convinience store cannot provide.

 Keywords: online business, ready-to-wear, customer satisfaction.