Strategic Use of Digital Technology to Improve Customer Experience in Online Fashion Businesses

Abstract

The development of digital technology has driven business transformation in the online fashion industry, particularly in efforts to enhance customer experience. One of the main challenges in online fashion businesses is the limited ability of consumers to try products directly, which can affect trust and purchasing decisions. This study aims to analyze the strategic use of digital technology in improving customer experience on the RENTJANA Virtual Fitting Studio platform. The research employs a qualitative approach with a case study design. Primary data were obtained through in-depth interviews with platform managers, interviews and open-ended questionnaires with users, as well as direct observation of application usage. The results indicate that the utilization of virtual fitting studio technology plays a significant role in increasing customer trust, comfort, and satisfaction. Technology utilization strategies that focus on user experience have also proven to serve as a form of business differentiation for micro-scale online fashion enterprises. This study provides theoretical contributions to digital business and strategic management studies, as well as practical implications for online fashion entrepreneurs in designing technology strategies oriented toward enhancing customer experience and business sustainability.