| dc.description.abstract | Technological advances affect business development in Indonesia, one of which is online shopping. The preference method for online consumer shopping in Indonesia in 2021 is around 75 percent compared to offline consumer shopping of around 25 percent (Jakpat 2021) so that there is a tendency for consumer changes in shopping that prefer online shopping over offline. Social media is very popular among Indonesians for online shopping. Social media that is often used by Indonesians is Instagram. In the midst of the development of online businesses, consumers in Indonesia still feel disappointed after shopping online as a consumer reaction after shopping online.
Consumer reaction comes from after the product or service is consumed by consumers. The consumers assessment of the characteristic of a product or service that gives positive or negative pleasure and is related to meeting consumer need is known as satisfaction or dissatisfaction. After making a purchase, consumers will respond to the product or service in various ways.
The objectives of this study are (1) to identify consumer characteristics of clothing and cosmetics products on Instagram, (2) to analyze factors that influence consumer reactions through consumer satisfaction after shopping for clothing and cosmetics products online on Instagram, (3) to analyze consumer reactions after shopping for clothing and cosmetics products online on Instagram, and (4) to formulate managerial implications that can be applied to sellers in managing Instagram marketing activities.
The results of the research obtained data show that the characteristics of respondents of clothing and cosmetic products are dominated at the age of 23-28 years and are female. In addition, the domicile of respondents in Sumatra with the last education is undergraduate. The occupation of most clothing product respondents is private employees and cosmetic product respondents are entrepreneurs with a range of food and beverage expenditures for clothing product respondents of <Rp 700,000 and cosmetic respondents of Rp1,000,000- Rp1,500,000. In addition, the range of non-food and beverage expenditure for clothing and cosmetics respondents is <Rp 700,000. Products purchased by respondents other than clothing and cosmetics are accessories. Respondents buy 1-2 pieces of clothing and cosmetic products with a frequency of purchasing products 1-2 times, and the expenditure in buying products is <Rp 250,000.
Based on the evaluation of hypothesis testing, the factors that have a positive and significant effect on consumer reactions on clothing products include product quality, perceived value, and customer satisfaction. For cosmetic products that have a positive and significant effect on consumer reactions include service quality, product quality, and customer satisfaction. Service quality, product quality, and perceived value have a positive and significant effect on customer satisfaction in clothing products and cosmetic products. | id |
