Vania, Amelindha (2018) Analisis Preferensi Pelanggan Terhadap Atribut E-Service Quality Dan E-Recovery Service Quality Pada Pelanggan Online Shop Instagram Di Kota Malang. Magister thesis, Universitas Brawijaya.
Abstract
Tujuan penelitian ini adalah untuk mengetahui jumlah segmen pelanggan, preferensi pelanggan setiap segmen berdasaran e-service quality dan e-recovery service quality pada online shop Instagram di Kota Malang. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian survei yang menggabungkan eksploratif dan deskriptif dengan menggunakan cara pengambilan sampel dengan quota sampling. Obyek penelitian ini adalah pelanggan online shop Instagram di Kota Malang dengan 105 responden. Metode analisis yang digunakan adalah Cluster Analysis dan Conjoint Analysis. Hasil penelitian menunjukkan bahwa terdapat 3 segmen pelanggan online shop Instagram di Kota Malang yaitu segmen remaja/pelajar, segmen dewasa/mahasiswa dan segmen dewasa/pekerja. Preferensi berdasarkan e- service quality pada 1) segmen remaja/pelajar menyukai proses pengiriman dengan kurir/COD, Instagram tidak digembok, informasi produk mudah didapat dan bisa menjaga informasi pribadi; 2) segmen dewasa/mahasiswa adalah proses pengiriman dengan jasa pengiriman, Instagram online shop tidak digembok, informasi mudah didapat dan bisa menjaga informasi tentang obrolan penjual dan pembeli; dan 3) segmen dewasa/pekerja adalah proses pengiriman dengan kurir/COD, Instagram dikhususkan untuk bisnis, informasi produk terorganisisr baik dan menjaga informasi pribadi. Preferensi berdasarkan e- recovery service quality pada 1) segmen remaja/pelajar lebih menyukai online shop memberikan kompensasi apabila terjadi kesalahan dalam pengiriman, komunikasi offline dan pengembalian barang dilakukan sesuai keinginan pelanggan; 2) segmen dewasa/mahasiswa adalah online shop instagram memberikan kompensasi apabila terjadi kesalahan dalam pengiriman, komunikasi online dan pengembalian barang dilakukan sesuai keinginan pelanggan; dan 3) segmen dewasa/pekerja menyukai online shop memberikan kompensasi apabila pengiriman tidak tepat waktu, komunikasi online dan pengembalian barang dilakukan sesuai keinginan pelanggan.
English Abstract
This quantitative research aims to determine the customer segmentation and customer preferences of each segment based on e-service quality and e- recovery service quality of Instagram online shop in Malang using the combination of explorative and description method using quota sampling. The data of this study were obtained from 105 respondents of Instagram online shop in Malang and were analyzed using Cluster Analysis and Conjoint Analysis. The results reveal that there are 3 segments of Instagram online shop customers in Malang; they are teenagers/secondary school students segment, adults/university students segment and adults/ private workers. The customer preferences based on e-service quality are as follows: 1) teenagers/secondary school students segment prefer delivery process by courier/COD, unlocked Instagram account, accessible product information, and an account that keep personal information private; 2) adults/university students prefer delivery process by delivery service, unlocked Instagram account, accessible product information, and account that keep information about and chats between seller and buyer private; and 3) adult/private workers prefer delivery process by courier/COD, business-specific Instagram account, well organized product information, and account that keep personal information private. Furthermore, based on e- recovery service quality, 1) teenagers/secondary school students prefer online shop that gives compensation for error in delivery, offline communication, and account that allows customers to return the product on their wishes; 2) adult/university students prefer online shop that gives compensation for error in delivery, online communication, and account that allows customers to return the product according on their wishes; and 3) adult/private workers prefer online shop that gives compensation for late delivery, online communication, and account that allows customers to return the product on their wishe
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.872/VAN/a/2018/041807701 |
| Uncontrolled Keywords: | customer preferences, segmentation, e-service quality, e-recovery service quality |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.872 Telemarketing and direct marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endang Susworini |
| Date Deposited: | 14 Jun 2022 02:44 |
| Last Modified: | 14 Jun 2022 02:44 |
| URI: | http://repository.ub.ac.id/id/eprint/191092 |
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