ANALYSIS OF USER-GENERATED CONTENT IN ONLINE DISCUSSION FORUM: CONSUMER INSIGHTS ON MAKE-TO-ORDER FOOTWEAR PRODUCT

• Main Author: Filza Azkia, Qonit
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78759
• Institution: Institut Teknologi Bandung

For the last decade, Make-to-Order and lean manufacturing have been revolutionary that many kinds of industries are increasingly using it. More and more consumers were interested in expressing their individuality, with customization as one of the ways to express it. The use of the MTO production system will allow the company to provide customization more effectively. Nevertheless, the MTO’s productions that started after the consumer order received may result in it having a longer lead-time nature. This longer lead-time is quite contrary to today’s circumstance where plenty of people are expecting immediate solutions when they need them. As the author of this research is considering grabbing a new opportunity in MTO leather shoe business, understanding consumer insights of considered factors that influence consumer purchase is important to provide suitable business recommendations. Content Analysis research was conducted to explore the objective of the study. The research object was We are Different on Kaskus that retrieved with automated web scraping methods using ParseHub. The analytical categories that used in the coding process were based on the theory of Consumer Behavior, Marketing Stimuli, and Dimension of Quality of product and service. Based on the results, the most considered factors within each analytical category dimension which influence consumer purchase that emerged were product, aesthetic, personality and self-concept, competence, perception, and reference groups. Whereas the business recommendations were a widespread option in customization, research and development of shoe last, investment of skill and equipment regarding Goodyear Welted and Hand Welted construction, word-of-mouth influence, buzz marketing, branding development, professional photograph, and brand personality development with marketing activities that match the target market personality and pattern of living.