CLOTHING SELECTION STRATEGY AND ITS IMPACT ON GEN Z CUSTOMER SATISFACTION

Abstract

In an era of increasingly tight competition in the fashion industry, choosing the right clothes is a key factor in attracting customers and increasing their loyalty. Minty.Byime Boutique in Bandar Lampung faces challenges in maintaining and increasing customer satisfaction through the right fashion selection strategy. This study aims to analyze the fashion selection strategy implemented by Minty.Byime Boutique and its impact on customer satisfaction levels. This study uses a qualitative descriptive approach to describe the phenomenon of fashion selection and customer interaction. Data were collected through direct observation at the boutique and interviews with staff and customers of Minty.Byime Boutique about satisfaction and fashion strategies. The results showed that the fashion selection strategy at Minty.Byime Boutique was influenced by several main factors such as product quality, unique design, staff service, and price that is comparable to quality. Respondents expressed a high level of satisfaction with their shopping experience at this boutique. These findings indicate that the strategy in choosing clothes not only influences purchasing decisions, but also increases customer satisfaction and loyalty. It is hoped that this study can provide a deeper understanding to boutique owners and business actors in the field of retail and other fashion management in formulating effective strategies to meet customer needs.