• Vol 6, No 5 (2015)
  • Industrial Engineering

Customer Preference Analysis on Fashion Online Shops using the Kano Model and Conjoint Analysis

Amalia Suzianti, Nurza Dwi Prisca Faradilla, Shabila Anjani


Publish at : 01 Sep 2015 - 00:00
IJtech : IJtech Vol 6, No 5 (2015)
DOI : https://doi.org/10.14716/ijtech.v6i5.1891

Cite this article as:

Suzianti, A.., & Faradilla, N.D.P..& Anjani, S.. 2018. Customer Preference Analysis on Fashion Online Shops using the Kano Model and Conjoint Analysis. International Journal of Technology. Volume 6(5), pp.881-885

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Amalia Suzianti Department of Industrial Engineering, Faculty of Engineering, Universitas Indonesia, Kampus Baru UI Depok, Depok 16424, Indonesia
Nurza Dwi Prisca Faradilla Department of Industrial Engineering, Faculty of Engineering, Universitas Indonesia, Kampus Baru UI Depok, Depok 16424, Indonesia
Shabila Anjani Department of Industrial Engineering, Faculty of Engineering, Universitas Indonesia, Kampus Baru UI Depok, Depok 16424, Indonesia
Email to Corresponding Author

Abstract
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Online business or e-commerce is now very popular and is a growing industry in Indonesia. Although the growth is high with a 15% rise from 2011, it is found that only 57% of the Indonesians used the Internet for online shopping (MasterCard, 2012). To increase purchases through online stores, a study on customer satisfaction is needed. This study designs a preferred service for fashion online shops based on customer preferences, which would then increase customer satisfaction. By analyzing service attributes that enhance satisfaction for online customers, a suitable service for fashion online shops could be generated. The Kano model is used to classify which service attributes are important for improving and developing the quality of fashion online shops. To understand customer preferences for fashion online shops, conjoint analysis is used to calculate the preferences statistically.

Conjoint analysis, Fashion online shop, Kano model, Online customer preferences

References

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Ipsos. 2012. Interconnected World: Shopping and Personal Finance. North America: News & Polis

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MasterCard. 2012. Mobile Shopping Taking Root in Emerging Markets: MasterCard Online Shopping Survey. Singapore: Press Release

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Widiawan, K., Irianty, I., 2004. Pemetaan Preferensi Konsumen Supermarket dengan Metode Kano Berdasarkan Dimensi Servqual. Jurnal Teknik Industri, Volume 6, pp. 37–46 (in Bahasa)