An Empirical Study Of Online Shopping Customer

Satisfaction On Baby Clothes

Ernita Maulida , Melly Prabawati , Maula Zahidah
a* a a

Universitas Negeri Jakarta

a

Jl. Rawamangun Muka, Jakarta 13220, Indonesia

*
ernitamaulida@unj.ac.id

Abstract. The aim of this research is to analyse the factors of women customers online shopping
satisfaction on baby clothes product from the perspective of the total shopping experience. The
research method is a quantitative approach. It is done through a survey of 300 online customers
with the criteria that at least they have purchased baby clothes online once a month or more. In
this study, there are six indicators are identified. The indicators are as follows; web design, brand,
product information, security service, price, and customer service responses. The results revealed
that all indicators are satisfied for women customer online shopping in Jakarta based on
Consumer Satisfaction Index (CSI). It means that consumer expectation is the same as what they
received.

1. Introduction
Buying baby supplies and necessities must be considered in terms of the safety and comfort of the baby
when using these items because the outer part of the baby's skin is still very thin. Baby skin thickness is
only about 1-2 mm, from the percentage it is stated that baby skin is only 40-60% of the thickness of
adult skin (1). Therefore, defence on the surface of the skin is not perfect and skin irritation from the
outside will be easier to occur, this can disrupt the internal organs of the baby's body. Parents are required
to pay attention to several important things when choosing good quality items for their babies, especially
baby clothes to be comfortable when worn (1). This is because synthetic fibres if used by babies will
look like there are no external problems because what is seen is the model of the clothes. But if it is used
and touches their skin, the cloth used must have absorbency to protect their sensitive skin (2).
In Indonesia, online sales or e-commerce has a rapid growth due to internet facilities that are increasingly
affordable by all circles. Indonesia is among the top five most internet users in Asia after China, India
and Japan (3).
Internet User Association in Indonesia (APJII) explained that the public uses social media to search for
information and entertainment, besides that the public uses the internet to make buying and selling
transactions online. There is information that 98.6% or 130.8 people know the internet is as offering or
searching for goods and services, while as many as 63.5% or 84.2 million people have done online
buying and selling transactions. Besides that, as many as 62% or 82.2 million Indonesians visit online
shopping to trade in buying and selling (4).
Turban, King, Lee & Viehland in (3), online shopping is the activity of purchasing products both goods
and services through the internet. The easier internet facilities make online shopping a simpler, more
efficient and faster trend without being encountered such as transportation costs to stores, shopping
times that will be more economical and effective, in other words ultimately shopping online will be one
of the lifestyles including Indonesia.
The development of e-commerce is increasingly developing in a more specific segment, not only
electronic goods, the business of fashion for adult women is also widespread, even women who are
married or a mother is also spoiled with the convenience of shopping for baby's needs (5). The baby and
child segment under two years is a market segment that has many fans. Parents or mothers, especially
new mothers, look for and choose the best quality for their children. At this stage parents tend to choose
items by providing the best quality products for their children (1).
The thing that determines customer satisfaction is the impact of customer experience during the buying
process and plays an important role directly in influencing the customer's future behaviour (6). While,
the consumer satisfaction is the perception of the product or service that has met its expectations, then
there is a positive assessment of consumers of the product / service in question. Consumer satisfaction
is measured based on five aspects of consumer satisfaction, namely expectations, performance / quality,
comparison, confirmation / disconfirmation, and non-conformity (7).
Model and define online shopping experience as a series of overall customer experiences resulting from
their interactions with objects or agents from online store websites in the shopping process from pre-
purchases (product information, ease of use, website appearance, adjustments), purchases (easy check -
out, security guarantees) to the post-purchase stage (order fulfilment, customer service responsiveness,
ease of return) (8). The dynamic model of online customer experience identifies the online purchasing
process with three main stages including before, during and after the purchase. In addition, customer
satisfaction refers to a good evaluation of consumers subjectively seen from experience or results related
to product consumption. Determinants of overall customer satisfaction include customer perceptions of
features, price, location, and employees (9).
Based on several descriptions of existing consumer satisfaction theories, indicators chosen by
researchers to measure customer satisfaction are in accordance with the problems seen from the actual
product results (10–12), price (9,11), and brand reputation (11). While the indicators used to see
customer satisfaction in online purchases are in accordance with the researcher's problems, namely using
product information, convenience, display, security assurance, and customer service responsiveness
(13).

2. Method
The aim of this research is to analyse the factors of women customers online shopping satisfaction on
baby clothes product from the perspective of the total shopping experience. There are sixth indicators
that focused in this research, namely: display indicators, brand reputation, product information, ease of
use, security assurance, responsive customer service, price, and actual product results.
This research was conducted in the Jakarta, Bogor, Depok, Tangerang, and Bekasi regions. Based on
the problems studied, the study was conducted using a quantitative descriptive method with survey
techniques. The population that was targeted in this study were mothers who already had babies and had
shopped baby clothes online. The sample used is a mother who has a baby and has been shopping for
baby clothes online with the number of respondents as many as 300 respondents. The data collection
technique that will be carried out is by using a questionnaire given online.
The data analysis technique used in this study is descriptive statistical method and analyses the level of
satisfaction using the Consumer Index Satisfaction (CSI). According to Dixon (14) there are four steps
to count CSI:
a) Determining Mean Importance Score (MIS) and Mean Satisfaction Score (MSS)
This value is scaled from the average level of reality and expectation

∑)
*+, '( ∑)
*+, .(
𝑀𝐼𝑆 = -
dan 𝑀𝑆𝑆 = -

Where : n = total of respondent
Yi = Value of importance of attribute to i
n = Value of expectation to i
b) Calculated Weight Factors (WF)
This is the percentage of MIS values per attribute against the total MIS of all attributes.
 c) Calculated Weight Score (WS)
This weight is the multiplication of Weight Factor (WF) with Mean Satisfaction (MSS)
d) Calculated Customer Satisfaction Index (CSI), by divided Weight Total with rating scale that
we used in questioner then times to 100%.

∑2(34 𝑊𝑆𝑖
𝐶𝑆𝐼 = 𝑥 100%
5

Table. CSI Value Criteria

No Index Value (100%) Criteria
1 80% < satisfaction index ≤ 100% Very Satisfied
2 60% < satisfaction index ≤ 80% Satisfied
3 40% < satisfaction index ≤ 60% Enough Satisfied
4 20% < satisfaction index ≤ 40% Less Satisfied
5 0% < satisfaction index ≤ 20% Very Less Satisfied

3. Results

A total of 297 questionnaires were back, giving 80% response rate. All respondents were female with
an age range between 20-50 years. The respondents who answered the questionnaire the most were those
between the ages of 20-30 years as many as 212 people. While those between the ages of 40-50 are only
6 people. This indicates that the purchase of products through online is in great demand by young groups
who are already familiar with the use of technology.

Table 1. Respondents Characteristic based on Occupation

No. Occupation Total
1 Student College 31
2 Government Employee 12
3 Private Employee 38
4 Entrepreneur 24
5 Housewives 191
6 Dentist 4
7 Teacher 9
8 Lecture 1
Table 1 shows the characteristics of respondents who answered the questionnaire results. From the table
it can be seen that the number of housewives who make a lot of online purchases are 191 people. This
is quite a question, considering that housewives should have plenty of time to go shopping directly to
the store compared to the women who work.

Table 2. Consumer Purchased Based on Merchant

No. Merchant Name Total
1 Tokopedia 41
2 Shopee 143
3 Instagram 65
4 Facebook 13
5 Lazada 18
6 Bukalapak 15
7 Whatsapp 4
8 Blibli 1
Furthermore, in Table 2, it can be seen that there are 143 respondents who made purchases at Shopee,
which is one of the merchant who did have good product quality. While there are only 1 person who
buys through blibli.com. The ease of conducting transactions and product variations offered is also a
consideration of the respondents in making purchases online.

Table 3. Types of Baby Clothes

No. Types of Baby Clothes Total
1 Upper clothes ( hat, t-shirt, shirt, glove, jacket) 72
2 Lower clothes (diapers, trousers, short, socks, 26
and shoes)
3 Complementary (blanket, towel, wash mitt, 32
cape, onesie, pillow, baby bag)
4 All types of baby clothes 170

For the type of baby clothes that are purchased, generally the respondents answer almost all types they
buy online such as upper, lower or complementary clothing. From table 3, only 26 people buy lower
clothes such as diapers, trousers, short, socks and shoes, and most of them buy all kinds of baby clothes
online. It can be concluded that respondents in buying clothes not only buy based on a certain type, but
they buy as a whole so the baby looks match starting from head to toe.

Table 4. Consumer Satisfaction Index (CSI) per Indicators

Indicators CSI Criteria
Web Design 80.81 Very Satisfied
Brand 80.64 Very Satisfied
Product Information 81.35 Very Satisfied
Security Services 77.39 Satisfied
Price 75.93 Satisfied
Customer Responses 76.42 Satisfied

All 78.76 Satisfied

From the results of CSI calculations in general, the respondents are satisfied with the purchase of baby
clothes online (78.76). This can be interpreted that the level of consumer satisfaction in buying baby
clothes online still meets the expectations of consumers.

4. Discussions
In this study it can be seen that the indicator of consumer satisfaction in purchasing baby clothes online
supports satisfaction. In previous research said that things show that online customer satisfaction is made
of positive experiences. Like the features of a web store including displays, product information, ease
of use, customer service response, and security guarantees increase customer satisfaction (13).
Whereas in the previous research on prices there was a statement that the regression results for different
price groups showed that consumers with strong budget problems showed different evaluation priorities
from the purchase of medium and expensive products (12), while in this research is known that
consumers are satisfied with the price offered. CSI from the actual results of the products obtained gives
a statement that the reality obtained is smaller than their expectations. The results of this study reinforce
the results of previous studies that consumers who have shopped online fashion products are not fully
satisfied with the products they get because most of these products are not according to the shape in the
photo(10).
5. Conclusion
There are three indicators who has CSI value more than 80%, it means that the online consumer is very
satisfy with web design, brand and product information. The other indicators, namely: security services,
price and consumer responses has CSI value less than 80% but still above 70% which means that the
consumer is satisfied. Overall, the CSI value shows that the consumers that bought baby clothes online
are satisfied with the product in general.

Acknowledgement
The authors would like to thank their colleague for their input and support to the study. The authors are
also grateful to all of the appraisers who gave their helpful advices to the article and in the process of
completing the paper.

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