FACTORS INFLUENCING ONLINE CUSTOMER SATISFACTION OF A LOCAL FASHION E-COMMERCE WEBSITE: A CASE STUDY OF LOCALBRAND.CO.ID

Abstract

LocalBrand.co.id as one of the local fashion e-commerce website need to enhance their quality in service in order to achieve a great satisfaction from the customers. Apparently, although the growth of online store are getting rapidly, customers still believe in ‘touch-and-feel’ type. There are so many issues regarding buying the products online. That’s why, LocalBrand.co.id need to ensure the customers, shopping online are not only easy but pleasing at the same time. This research conducted to find the factors influencing online customer satisfaction of a fashion e-commerce website, in this case LocalBrand.co.id. Since shopping online might be the latest trend, the objective of this research is to enhancing the concept and factors that can determine online customer satisfaction. This research will use eight variables, which are security, website design, convenience, serviceability, trust, delivery system, merchandising, and product value. Quantitative survey was chosen as the method of this research with people in Jakarta who have shop online as the population, and snowball technique as the sampling technique. By distributing online (Google Docs) questionnaires, there are 129 valid data that analyzed by multiple linear regression to test the hypothesis. The conclusion of the research is shown in the result of statistical program with the R Square value of 0.489 obtained; it means that 48.9% of the variables can be represented by the independent variables in this research. The results in this research are all factors/variables have the influence to online customer satisfaction of LocalBrand.co.id.