Preferensi Pengguna terhadap Kualitas Situs Web Brand Fashion Lokal dalam Optimalisasi Conversion Funnel

Ramadhanti, Andita (2025) Preferensi Pengguna terhadap Kualitas Situs Web Brand Fashion Lokal dalam Optimalisasi Conversion Funnel. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6032212001-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2027. Download (5MB) | Request a copy

Abstract

Penelitian bertujuan mengidentifikasi segmentasi pengguna situs web brand fashion lokal, menganalisis preferensi pengguna, serta menganalisis pengaruh kualitas situs web terhadap intensi pembelian guna mengoptimalkan conversion funnel. Objek penelitian adalah 160 pengguna situs web brand fashion lokal di Indonesia. Data dalam penelitian terdiri atas data primer yang bersumber dari wawancara mendalam dan penyebaran kuesioner, serta data sekunder yang bersumber dari buku, jurnal, dan berita. Metode analisis data yang digunakan adalah analisis deskriptif, analisis konjoin, analisi klaster dan Structural Equation Modelling-Partial Least Square (SEM-PLS). Hasil menunjukkan segmentasi pengguna terbagi ke dalam 3 kategori yaitu, Savvy Seekers, Classic Conservators, dan Guided Buyers yang memiliki perbedaan karaktertisik dan preferensi signifikan di setiap fase conversion funnel. Uji hipotesis menunjukkan kualitas desain, kualitas layanan, dan kualiatas promosi berpengaruh secara langsung dan signifikan terhadap intensi pembelian. Usia menjadi efek moderasi pada inovasi fitur terhadap intensi pembelian. Segmentasi pengguna menjadi efek moderasi pada kualitas desain, kualitas sistem, dan kualitas layanan terhadap intensi pembelian.
====================================================================================================================================
The research aims to identify user segmentation of local fashion brand websites, analyze user preferences, and analyze the effect of website quality on purchase intention to optimize the conversion funnel. The object of research is 160 users of local fashion brand websites in Indonesia. The data in the study consisted of primary data sourced from in-depth interviews and questionnaires, and secondary data sourced from books, journals, and news. The data analysis methods used are descriptive analysis, conjoint analysis, cluster analysis and Structural Equation Modeling-Partial Least Square (SEM-PLS). The results show that user segmentation is divided into 3 categories, namely, Savvy Seekers, Classic Conservators, and Guided Buyers who have significant differences in characteristics and preferences in each phase of the conversion funnel. Hypothesis testing shows that design quality, service quality, and promotion quality have a direct and significant effect on purchase intention. Age has a moderating effect on feature innovation on purchase intention. User segmentation has a moderating effect on design quality, system quality, and service quality on purchase intention.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	fashion, segmentasi pengguna, preferensi pengguna, kualitas situs web, intensi pembelian, conversion funnel
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Andita Ramadhanti
Date Deposited:	28 Jan 2025 02:36
Last Modified:	28 Jan 2025 02:36
URI:	http://repository.its.ac.id/id/eprint/116981

Actions (login required)

View Item