AN EXAMINATION OF PLUS-SIZE PEOPLE’S CLOTHES PURCHASING PREFERENCES IN E-COMMERCE

• Main Author: Rizki Aulia, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41758
• Institution: Institut Teknologi Bandung

Globalization has had a major impact on digital business in the past 20 years. Based on data of APJII (2016), the number of Indonesian internet user penetration reached 132.7 million. This data also explains that of the 84.2 million people who have made online transactions, the ease of online transactions is also felt by Indonesians affected by obesity, which reached 19.6% in 2013, this of course has an impact also on the people who categorized as Plus-size. Based on the Asia-Pacific standard for obesity, a person is said to be obese / plus size when the waist circumference exceeds 90 inches for men and more than 80 inches for women or (pants size> 35 for men and> 32 for women). Clothing products are considered high risk items, therefore various companies and sellers are willing to promote their plus size products to facilitate customers. This study aims to explore a deeper analysis of the preferences of people plus size in the transaction of clothing through e-commerce, a sample of 122 people was used in this study to measure dominant preferences in each of the factors tested, further researchers use quantitative analysis to validate data to respondents. The method used in this study is the Analytic Hierarchy Process (AHP) because the researcher wants to know what factors most influence their preferences in shopping online using ExpertChoiceTM software. Based on the results of the study, researchers want to provide insight in the form of factors that influence consumer preferences. plus-sized people in online clothing transactions with companies and entrepreneurs.