Email this article PREFERENSI PELANGGAN ONLINE SHOP INSTAGRAM BERDASARKAN E-SERVICE QUALITY DENGAN MENGGUNAKAN ANALISIS CLUSTER DAN ANALISIS CONJOINT
Abstract
Abstract. The study aims to determine the most preferred e-service quality attribute
chosen by customers and classify customers based on their preferences and
sociodemographic characteristics in Malang city. This research used quantitative
approach with descriptive research. The research objects were 105 respondents of
instagram online shop customers in Malang selected using quota sampling method. The
analysis methods used were cluster and conjoint analysis. The results showed that
Instagram online shop customers in Malang were classified into 2 segments; the first
segment (adults) was college students and employees above 20 years of age with IDR
2.5 – 5 million incomes per month. Meanwhile, the second segment (teenagers) was
high school and college students under 20 years of age with less than IDR 1 million per
month revenue. Both segments prioritized fulfillment (product shipments) when they
would like to shop in instagram. The least e-service quality attribute considered by
customer was efficiency (information efficiency).
chosen by customers and classify customers based on their preferences and
sociodemographic characteristics in Malang city. This research used quantitative
approach with descriptive research. The research objects were 105 respondents of
instagram online shop customers in Malang selected using quota sampling method. The
analysis methods used were cluster and conjoint analysis. The results showed that
Instagram online shop customers in Malang were classified into 2 segments; the first
segment (adults) was college students and employees above 20 years of age with IDR
2.5 – 5 million incomes per month. Meanwhile, the second segment (teenagers) was
high school and college students under 20 years of age with less than IDR 1 million per
month revenue. Both segments prioritized fulfillment (product shipments) when they
would like to shop in instagram. The least e-service quality attribute considered by
customer was efficiency (information efficiency).
Keywords
Keywords : E-Service Quality, Segmentation, Instagram, Conjoint Analysis and Cluster Analysis
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PDFDOI: http://dx.doi.org/10.22441/mix.2018.v8i1.005
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MIX: Jurnal Ilmiah Manajemen
Journal URL: http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328
Editor's Address:
Magister Management Department, Universitas Mercu Buana.
Tedja Buana Building 4th Floor.
Jl. Menteng Raya No. 29, Jakarta 10340.
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