Institut Teknologi Sepuluh Nopember (ITS) Surabaya
Abstract
Nowadays, retail must run multichannel store to increase its revenue and satisfy the customer. Besides the physical store, they also need an online store to accommodate the customer who chooses Internet as their way to shop. X Store, as the biggest bookstore in Indonesia, realized about this trend and since 2002 they built their online shop, it is named X Online. This research has an objection to give suggestions for factors that influence the customer buying interest, based on a statistical test series. It will help the X Online to do some effective ways and win the competition. We did the descriptive analysis to check the respondent demography and customer score for each variable, for satisfaction and importance factors with Likert scale from 1 to 5. To see the relationship between customer demography and the variables, we used the
Crosstab analysis. Followed by Manova test to see the difference between satisfaction and importance level, then the last was Quadrant analysis, to find which factors are weak, so X Online must focus on it. The result showed that the customer felt satisfied for on time delivery. Crosstab analysis showed there was a relationship between X Store customer and X Online customer. They who have ever shopped at X Store with the minimum frequency once a month, also shopped at X Online. From Quadrant analysis, we knew that the strengths of X Online were collected, wide range delivery, guarantee, on time delivery, book condition, and data security. The weaknesses were product availability, price and discount, simplicity and order procedure
