Belanja adalah kegiatan rekreasi bagi banyak wisatawan. Bandung terpilih sebagai salah satu tujuan wisata paling favorit di Asia. Bandung terkenal sebagai tujuan belanja fesyen oleh wisatawan domestik dan wisatawan asing. Tujuan dari penelitian ini adalah mengukur harapan dan persepsi dan mengidentifikasi kesenjangan antara harapan dan persepsi wisatawan yang berbelanja produk fashion di Bandung. Sebuah kuesioner terstruktur dikembangkan menurut tinjauan pustaka terkait dan studi terkait saat ini. Penelitian ini berdasarkan sampel dari kunjungan wisatawan domestik dan asing di Bandung. Sebanyak 209 kuesioner dikumpulkan. Analisa statistik termasuk statistik deskriptif, uji reliabilitas, uji validitas, uji normalitas, dan uji K-independen. Hasil penelitian menunjukkan bahwa wisatawan yang puas dengan merek produk, lokasi belanja, display produk, dan variasi produk. Dan ditemukan bahwa lalu lintas ke / dari lokasi belanja, keamanan belanja, dan layanan staf toko tiga atribut sebagai atribut yang paling dirasa tidak puas oleh wisatawan. Kata kunci: Wisatawan, Belanja, Fesyen, Harapan, Persepsi.

Shopping is a leisure activity for many tourist. Bandung was chosen as one of the most favorite tourist destinations in Asia. Bandung is well-known as fashion shopping destination by domestic tourists and foreign tourists. The objective of this study are measure the expectations and perceptions and identified the gaps between expectation and perception of tourists who was shopping fashion product in Bandung. A structured questionnaire was developed following a review of the related literature and current related study. This study included samples of visiting domestic and foreign tourists in Bandung. A total of 209 questionnaires were collected. The statistical analysis included descriptive statistic, reliability test, validity test, normality test, and K-independent test. The results indicate that tourists were satisfied with brand of product, shopping location, display of product, and variation of product. And it were found that traffic to/from shopping location, safety of shopping, and service of store staff are three attributes that tourists are most dissatisfied with. Keywords: Tourist, Shopping, Fashion, Expectations, Perception.

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