KEPUASAN KONSUMEN PADA PEMBELIAN PAKAIAN DALAM WANITA SECARA ONLINE

AULIA MAGHFIRA, . (2023) KEPUASAN KONSUMEN PADA PEMBELIAN PAKAIAN DALAM WANITA SECARA ONLINE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui tingkat kepuasan konsumen pakaian dalam wanita secara online. Metode penelitian ini adalah metode kuantitatif deskriptif, dengan jumlah sampel 135 responden wanita berusia 18-35 tahun yang pernah membeli pakaian dalam berupa bra dan underpants pada marketplace Shopee minimal tiga kali. Pengumpulan data dilakukan dengan angket melaui google form. Instrumen variabel kepuasan konsumen berdasarkan desain, harga, dan kualitas layanan. Teknik analisis data menggunakan statistik deskriptif berupa deskriptif persentase. Hasil penelitian menunjukkan bahwa pada pembelian bra, indikator desain memperoleh persentase sebesar 80%, harga 80,3%, dan kualitas layanan 79,5%. Maka didapati tingkat kepuasan konsumen bra sebesar 79,9%. Sedangkan pada pembelian underpants, indikator desain memperoleh persentase sebesar 80,3%, harga 80,5% dan kualitas layanan 78,7%. Maka didapati tingkat kepuasan konsumen underpants sebesar 80,4%. Hal ini menunjukkan baik pada pembelian bra maupun underpants memperoleh kepuasan dengan kategori sangat tinggi. ***** This research aims to determine the level of consumer satisfaction for online purchasing women's underwear. This research method is a descriptive quantitative method, with a sample size of 135 female respondents aged 18-35 years old who have purchased underwear such as everyday bras and underpants on the Shopee marketplace for a minimum of three times transactions. The data was collected using a questionnaire through Google Forms. Consumer satisfaction variable instruments are based on design, price, and service quality. Furthermore, the data analyzed in this research used descriptive statistics with descriptive percentages. The study results indicate that for bra purchases, the design indicators obtained a percentage of 80%, price 80.3%, and service quality 79.5%. According to the result, the average level of consumer satisfaction for bra purchases is 79.9%. Meanwhile, for the underpants purchases, the design indicators obtained a percentage of 80.3%, price 80.5%, and service quality 78.7%. According to the result, the average level of consumer satisfaction for underpants purchases is 80.4%. The conclusions of this research showed that the level of consumer satisfaction with their bra and underpants online transactions on the Shopee marketplace is very high.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ernita Maulida, Ph.D ; 2). Dra. Lutfia Zahra, M.Pd
Subjects:	Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Users 17042 not found.
Date Deposited:	23 Feb 2023 06:42
Last Modified:	23 Feb 2023 06:42
URI:	http://repository.unj.ac.id/id/eprint/37103

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