<![CDATA[The number of competitors that have sprung up in the field of fashion especially in men'sclothing, has caused Cotton.Go need to evaluate its e-commerce services to compete withthem. Therefore, this research was conducted to evaluate the attributes of Cotton.Go’s ecommerce services by integrating the dimensions of Electronic Service Quality andImportance Performance Competitor Analysis (IPCA) method. According to researchresult, seven attributes of services in Cotton.Go’s e-commerce is needed for furtherresearch, which are web design, reliability, efficiency, responsiveness, security,flexibility, and fulfillment. This research produced that all of the attributes need urgentaction to improve by looking at the negative performance differences value with itscompetitor. All attributes that need to be improved indicated that the performances areconsidered to be lower compared to the competitor and need immediate action to improve.]]>
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