Analisis Kepuasan dan Loyalitas Konsumen Online Shop Produk Sepatu Adorable Project Indonesia (API) (Studi kasus Mahasiswa S1 Institut Pertanian Bogor)

Abstract

Adorable Project Indonesia (API) is one of fashion business which one of its products is shoes. API prioritizes handmade products with an online-based marketing system. This research is motivated by the emergence of the phenomenon of online shopping through an online shop or from social networks. The purpose of this research were to analyses the index of customer satisfaction and the level of consumer loyalty with the product brand shoes API obtained through online transactions shop. The method used in this research was descriptive analysis, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and loyalty piramid. Based on the research in Bogor Agriculture University, it is known that the majority of consumers who visit API are woman, aged 18-25 years, worked as a active university student with expenditureneeds between Rp500 001-Rp1 500 000 and consumption expenditure between Rp500 001-Rp1 000 000, the level of CSI is 79.86 percent. Based on loyalty pyramid, customer of API is dominated by satisfied buyer, thus showed that the level of consumer loyalty has been satisfied.