Pengaruh Pengalaman Co Design terhadap Loyalty dalam Mass customization Website: Studi Kasus Nike By You

Abstract

Sneakers konsisten menjadi sepatu yang paling diminati dibandingkan jenis sepatu lainnya sehingga mendorong semakin beragamnya merek sneakers lokal di Indonesia. Meskipun eksistensi pasar yang jelas dan merek lokal terus bertumbuh, preferensi konsumen masih didominasi merek internasional. Menariknya, tiga merek terfavorit konsumen Indonesia, termasuk Nike, telah lama menerapkan strategi mass customization. Penelitian ini bertujuan menganalisis pengaruh pengalaman co design terhadap loyalitas pengguna dalam menggunakan mass customization website milik Nike, yaitu Nike By You. Penelitian ini menggunakan pendekatan kuantitatif SEM-PLS dan pertanyaan terbuka terhadap 100 responden pengguna Nike By You. Hasil menunjukkan bahwa kompleksitas sebagai hambatan berpengaruh negatif signifikan, sedangkan kontrol dan enjoyment sebagai manfaat berpengaruh positif signifikan terhadap kepuasan co design, yang selanjutnya terbukti positif signifikan dalam meningkatkan loyalitas pengguna website. Rekomendasi penelitian menekankan pentingnya merek lokal meminimalisasi fitur kompleks, namun tetap menghadirkan pengalaman kustomisasi yang memberi kontrol dan enjoyment bagi pengguna.

Sneakers have consistently been the most preferred type of footwear compared to other types of shoes, driving the growing diversity of local sneaker brands in Indonesia. Although the market potential is evident and local brands continue to grow, consumer preferences remain dominated by international brands. Interestingly, the three most preferred brands in Indonesia, including Nike, have adopted mass customization for a considerable period of time. This study aims to analyze the effect of co design experience on user loyalty in Nike’s mass customization website, Nike By You. This study uses a quantitative approach with SEM-PLS and open-ended questions involving 100 respondents who have used Nike By You. The results show that complexity has a significant negative effect, while control and enjoyment have significant positive effects on co design satisfaction, which subsequently has a significant positive effect on website user loyalty. This study recommends that local brands minimize complex features while still providing users with control and enjoyment.