CONSUMER BEHAVIOR ON MAKE-TO-ORDER LEATHER FOOTWEAR: A CONTENT ANALYSIS ON ONLINE DISCUSSION FORUM

• Main Author: Filza Azkia (19215007), Qonit
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30062
• Institution: Institut Teknologi Bandung

In the last decade, Make-to-Order and lean manufacturing has been revolutionary that many kinds of industries are increasingly using it (Bylinsky, 2001). The use of MTO process will allow the company to save significant amount of manufacturing costs including raw material inventories, finished goods inventories, and space requirement, with more flexibility (Sharma & LaPlaca, 2005). With all its advantage, in the era of Millennial which be known as the next day delivery generation (Stanney, 2017), Make-to-Order strategy facing a marketing challenge in footwear business. Compared to Make to Stock footwear that faster and more convenience in instant purchase, Make to Order footwear have more complicated measurement process and takes longer waiting time. Hence, the marketer needs to understand the factors that influence customer’s purchase with consumer behavior and product & service dimension of quality to analyze it and provide the suitable business recommendation in Make to Order Footwear. <br /> <br /> Content analysis research conducted to explore the objective of the study. To collect data, automated web scrapping method with ParseHub tools are used. The research object are the leather footwear threads on Kaskus online discussion forums with total more than 900 posts discussion. Based on results, the most potential factors influencing consumer behavior is the personal factors (63), followed by psychological factors (27) and social factors (17). The marketing stimuli that considered the most is product (127) with ‘aesthetic’ (68) as the most considered dimension of quality. Based on this result, even some of factor that have a potential influence on consumer purchase cannot be controlled. Company can still try to adjust to the consumer by the product offered and marketing activities. Thus, the general business recommendation for Oddisey is to provide a wide range option of a product feature, development of shoe last that affect shoe shape in similar way international brand. For the marketing activities, Oddisey needs to include the personal aspect of consumer life and develop emotional branding. Additional marketing effort such as collaboration and paid promotion with opinion leader or influencer can be performed.