THE PERCEIVED QUALITY IN ONLINE FASHION SHOPPING: DOES GENDER MAKE A DIFFERENCE
GUNAWAN, GERARDO WIRAJATYA (Adv.: Sahid Susilo Nugroho, Dr., M.Sc), Sahid Susilo Nugroho, Dr., M.Sc
Riset ini dilakukan untuk memahami perbedaan antara konsumen pria dan konsumen wanita dalam melakukan belanja secara online. Penting juga untuk memahami latar belakang mereka secaera tingkat edukasi, umur, pekerjaan, dan paling penting adalah jenis kelamin. Riset ini akan lebih banyak mendiskusikan tentang perbedaan antara konsumen pria dan konsumen wanita yang hasilnya dapat digunakan oleh perusahaan belanja online untuk mengembangkan jumlah pelanggan dengan melakukan strategi pemasaran yang tepat.
Data dari sejumlah pelajar Indonesia yang tinggal di Yogyakarta telah dikumpulkan dan diteliti dengan basis jenis kelamin terhadap perbedaan persepsi tentang factor yang mempengaruhi kualitas belanja online. Tujuh dimensi kualitas elektronik dianalisa menggunakan uji-t.
This research is done in order to understand the differences between male consumers and female consumers in their behavior in online shopping, it is necessary to understand also their background about the education, age, occupation, and the most important is gender. This research mainly will discuss about the difference between male and female consumers and the result of this research study can be used by the company of online shops to develop their market size by doing the right marketing campaign.
Data from a sample of Indonesian students who lived in Yogyakarta has been collected and examined for gender-based differences in perceptions about factors affecting the perceived quality of online retailers. Seven electronic retailing quality dimensions were analyzed using t-test.
Kata Kunci : e-commerce, gender differences, online shopping, retailing quality dimensions, survey data, perbedaan jenis kelamin, belanja online, dimensi kualitas ritel.
