ANALISIS CUSTOMER INTENTION DAN CUSTOMER SATISFACTION TERHADAP BRAND FASHION PAKAIAN ERIGO
DOI:
https://doi.org/10.46229/b.e.e..v6i1.808Kata Kunci:
online fashion, hedonic, utilitarian, satisfaction, behavioral intentionAbstrak
Di saat adanya persaingan antara brand fashion yang sudah ada, Erigo muncul sebagai brand fashion yang memperkenalkan keunikan tersendiri dan menjadi brand yang paling diminati oleh kalangan muda dan berhasil untuk berkancah ke dunia internasional. Rancangan penelitian ini adalah uji hipotesis. Teknik pengambilan sampel adalah non probability sampling dan diperoleh 51 responden yang mengetahui dan pernah membeli brand fashion Erigo. Metode pengumpulan data adalah survey dengan menyebarkan kuesioner kepada responden. Data diolah menggunakan Structural Equation Modeling (SEM). Hasil penelitian memperlihatkan bahwa utiliatarian value berpengaruh positif terhadap customer satisfaction yang selajutnya customer satisfaction juga mempengaruhi behavioral intention bersama dengan utilitarian value. Sedangkan hedonic value tidak memiliki pengaruh positif terhadap customer satisfaction dan behavioral intention. Hasil penelitian ini dapat menjadi masukan bagi seller brand fashion agar dapat merancang strategi promosi yang tepat.
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