CLUSTER AND CONJOINT ANALYSIS FOR DETERMINING ONLINE SHOP SHOPEE CUSTOMERS PREFERENCE BASED ON E-SERVICE QUALITY
Abstract
The use of e-commerce as a means of shopping is a trend that is very much in demand by many Indonesians. This makes e-service quality very important in a transaction. Customer preference is one of the main factors in shaping a business strategy. This research discusses the use of cluster analysis to segment Shopee's e-commerce customers based on sociodemographic characteristics with k-means algorithm and conjoint analysis to determine which e-service quality attributes are most important to each cluster. The sociodemographic characteristics to be analyzed are gender, education, profession, e-commerce visit, income, and last purchase from the e-commerce. The result from k-means algorithm is there are 2 groupings of customers based on their sociodemographic characteristics, cluster 1 with the majority of women members with frequent visits, while for cluster 2 with the majority of male members with frequent visits. With the result of cluster analysis, conjoint analysis help this research to find which e-service quality attributes are most important. The results are members in cluster 1 prioritize Full payment payment methods when shopping online, while members in cluster 2 prioritize star seller types when shopping online. The aspect that doesn't matter most when shopping online is fulfillment in cluster 1 and security in cluster 2.
Downloads
References
J. Kristiyono, "Budaya Internet: Perkembangan Teknologi Informasi Dan Komunikasi Dalam Mendukung Penggunaan Media Di Masyarakat," Jurnal SCRIPTURA, vol. 5, no. 1, pp. 23-30, 2015.
A. P. J. I. Indonesia, "Laporan Survei Internet APJII 2019-2020 (Q2)," APJII, DKI Jakarta, 2020.
S. B. Lestari, "Shopping Online Sebagai Gaya Hidup," Jurnal Ilmu Sosial, vol. 14, no. 2, pp. 24-41, 2015.
D. L. T. Ong and W. X. Yap, "The Impact Offitness Center Servicescape on Individual Behaviour: The Meditating Role of Emotional Response," Journal of Global Sport Management, vol. 2, no. 2, pp. 128-142, 2017.
P. Taichon, A. Lobo, C. Prentince and T. N. Quach, "The Developtment of Service Quality Dimensions for Internet Service Providers: Retaining Customers of Different Usage Patterns," Journal of Retailing and Customer Services, vol. 21, no. 6, pp. 1047-1058, 2018.
W. Sastika, "Analisis Kualitas Layanan dengan Menggunakan E-Services Quality untuk Mengetahui Kepuasan Belanja Online di Shopee," Ikraith-Humaniora, vol. 2, no. 2, pp. 69-74, 2017.
W. Wardhani, U. Surmawan and L. N. Yuliati, "Pengaruh Persepsi dan Preferensi Konsumen terhadap Keputusan Pembelian Hunian Green Product," Jurnal Manajemen dan Organisasi, vol. VI, no. 1, pp. 45-63, 2015.
S. D. Pelsmaeker, J. J. Schouteten, S. Lagast, K. Dewettinck and X. Gellinck, "Is Taste The Key Driver For Consumer Preference? A Conjoint Analysis Study," Food Quality and Preferences, 2017.
S. Pandey, D. Chawla and U. Venkatesh, "Online Shopper Segmentation Based on Lifestyles: An Exploratory Study in India," Journal of Internet Commerce, vol. 14, no. 1, pp. 21-41, 2015.
H. Müller and U. Hamm, "Stability of Market Segmentation with Cluster Analysis - A Methodological Approach," Food and Quality Preference, vol. 34, pp. 70-78, 2014.
E. Akdemir, E. N. KamameÅŸe and A. Arslan, "Descriptive Analysis of Research on Curriculum Developtment in Education," Procedia - Social and Behavioral Science 174, pp. 3199-3203, 2015.
I. Etikan, S. A. Musa and R. S. Alkassim, "Comparison of Convenience Sampling and Purposive Sampling," American Journal of Theoretical and Applied Statistics, vol. 5, no. 1, pp. 1-4, 2015.
R. D. Julianisa, D. Safitri and H. Yasin, "Analisis Konjoin Full Profile Dalam Pemilihan Bedak Untuk Mahasiswi Departemen Statistika Universitas Diponegoro," Jurnal Gaussian, vol. 5, no. 4, pp. 747-756, 2016.
W. Widyawati, R. Sitepu and N. Napitupulu, "Penerapan Analisis Konjoin pada Preferensi Mahasiswa Terhadap Pekerjaan," Saintia Matematika, vol. 2, no. 2, pp. 189-200, 2014.
Y. Darmi and A. Setiawan, "Penerapan Metode Clustering K-Means Dalam Pengelompokan Penjualan Produk," Jurnal Media Infotama, vol. 12, no. 2, pp. 148-157, 2016.
J. F. H. Jr, W. C. Black, B. J. Babin and R. E. Anderson, Multivariate Data Analysis (7th Edition), England: Pearson Education Limited, 2010.
A. Vania, Sumiati and F. Rohman, "Preferensi Pelanggan Online Shop Instagram Berdasarkan E-Sservice Quality dengan Menggunakan Analisis Cluster dan Analisis Conjoint," MIX: Jurnal Ilmiah Manajemen, vol. VIII, no. 1, pp. 73-89, 2018.
K.-W. Wu, "Customer Loyalty Explained by Electronic Recovery Service Quality: Implications of the Customer Relationship Re-Establishment for Consumer Electronics E-Tailers," Contemporary Management Research, vol. 7, no. 1, pp. 21-44, 2011.
L. P. Sari, D. Kartikasari and A. B. M. Wijaya, "Efektifitas Pembayaran Online Menggunakan E-Commerce pada Usaha Kecil Menengah (UKM) di Kota Solo," Seminar Nasional Teknologi Informasi dan Komunikasi (SENTIKA), pp. 181-189, 2014.
N. B. F. Shahnaz and Wahyono, "Faktor yang Mempengaruhi Minat Beli Konsumen di Toko Online," Management Analysis Journal, pp. 391-399, 2016.
Authors who publish with this Journal agree to the following terms:
- Author retain copyright and grant the journal right of first publication with the work simultaneously licensed under a creative commons attribution license that allow others to share the work within an acknowledgement of the work’s authorship and initial publication of this journal.
- Authors are able to enter into separate, additional contractual arrangement for the non-exclusive distribution of the journal’s published version of the work (e.g. acknowledgement of its initial publication in this journal).
- Authors are permitted and encouraged to post their work online (e.g. in institutional repositories or on their websites) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published works.
1.gif)
