Understanding the Customer Satisfaction of Online Fashion Retailer Zalora Indonesia

Annisa Anggreany, Mia TD Indriani, Nurrani Kusumawati


With the rapid global growth in massive business activities, many marketers are beginning to develop online product marketing. These online products are mostly selling about fashion. According to the news and daily social, Zalora is now an Asia‟s leading online fashion destination with the largest revenue and fastest growing fashion focused e-commerce site in Southeast Asia. An understanding of factors impacting online customer satisfaction is a great importance to online fashion retailer Zalora Indonesia in doing e-commerce. The purpose of this research is to identify what factors that gives impact to customer satisfaction of online fashion retailer in Zalora Indonesia and also measure the customer satisfaction level based on the rank of different variables. The research used the combination of variables that related to the customer satisfaction of online fashion store. The main factors are taken from the previous research (Momtaz et al., 2011; Alam, Yasin, 2010; Omar et al., 2011; Hung et al., 2014; Goswami et al., 2013) to get the complete description. It leads to 5 dimension variables, which are product, price, website, payment, and delivery. The result of this research will be able to describe the important considerations factors to improve the website of fashion online. 200 customers of online fashion retailer Zalora Indonesia were sampled of this research. The structured question provided in form of Likert scale with a range of 1 to 5. Validity/reliability test and multiple regression analysis were done to analyze the data. The findings show that brand names, reliability system, and price cut are the most affected factors customer satisfaction to online shoppers Zalora Indonesia. The research also finds that, the customer satisfaction level are Security, Method of Payment, and Ease of Website. This research is conducted to online fashion retailer in ZALORA Indonesia only who has experienced buying product in their website in small population.

Aus. J. Bus. Sco S. & IT. Vol 1(1), October 2015, P 1-17


Customer Satisfaction; Customer Importance; Fashion; Online Retailer; ZALORA Indonesia; Multiple Regression Analysis

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