Abstract
Abstract: Satisfaction of women who shopped fashion products that based on how to buy. The aim of this research was to find the difference between satisfaction of early adult women in shopping of fashion products by online and directly. Type of this research was quantitative comperative . Subject of this research amounted to 139 women in west sumatera. The sampling methods made use of technic of purposive sampling. Data analysis utilized t-test dependet because there was two groups but the members of these two groups was similar. The final of this reasearch could be concluded that there was a significant difference between satisfaction in shopping by online and directly.
Keywords: Consumer satisfaction, online shopping, direct shopping.
Abstrak: Kepuasan wanita dewasa awal berdasarkan cara membeli. Penelitian ini bertujuan untuk menemukan perbedaan antara kepuasan wanita dewasa awal dalam berbelanja produk fashion secara online dan secara langsung. Jenis penelitian ini ialah kuantitatif komperatif. Subjek penelitian berjumlah 139 orang wanita dewasa awal se-Sumatera Barat. Metode pengambilan sampel menggunakan teknik purposive sampling. Analisis data menggunakan uji perbedaan t-test dependet karena menggunakan dua kelompok tetapi anggota dari dua kelompok tersebut sama. Maka didapatkan hasil bahwa terdapat perbedaan yang signifikan antara wanita dewasa awal yang berbelanja produk fashion secara langsung dan secara online.
Kata kunci: Kepuasan konsumen, berbelanja online, berbelanja langsung.