MIX: Jurnal Ilmiah Manajemen (Mar 2018)

PREFERENSI PELANGGAN ONLINE SHOP INSTAGRAM BERDASARKAN E-SERVICE QUALITY DENGAN MENGGUNAKAN ANALISIS CLUSTER DAN ANALISIS CONJOINT

  • Amelindha Vania,
  • Sumiati Sumiati,
  • Fatchur Rohman

DOI
https://doi.org/10.22441/mix.2018.v8i1.005
Journal volume & issue
Vol. 8, no. 1
pp. 73 – 89

Abstract

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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).

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