Download fulltext HTML
Jannah, I. N., & Kodrat, D. S. (2021). Analysis of the consumer preferences of attributes of Rajini Modest Fashion Products. KnE Social Sciences, 5(5), 93–103. https://doi.org/10.18502/kss.v5i5.8801

https://doi.org/10.18502/kss.v5i5.8801

statistics

  • 655 Abstract Views
  • 532 PDF Views
  • 0 HTML Views

authors

  • Irfianti Nur Jannah

    Irfianti Nur Jannah

    Magister Management Program, Universitas Ciputra, Surabaya, Indonesia
  • David Sukardi Kodrat

    David Sukardi Kodrat

    Department of Management and Business, Ciputra University, Surabaya, Indonesia

Published Date

  • Mar 22, 2021

Analysis of the consumer preferences of attributes of Rajini Modest Fashion Products

KnE Social Sciences / 7th International Conference on Entrepreneurship (7th ICOEN) / Pages 93–103

Abstract

The market growth of modest fashion products is increasing. Rajini uses this opportunity by developing modest fashion products. The purpose of this study was to discover and analyze which attributes most affect the purchase of modest fashion products by consumers. The results were used by Rajini to be more effective in developing modest fashion products. The study was conducted with 100 respondents using purposive sampling. Data collected were analyzed using conjoint analysis with the SPSS 25 programs. The preferred attributes in choosing modest fashion products included “neutral color”, “classic style”, “lightweight fabric” and “normal fit”. The most important decision criterion when purchasing modest fashion products was the aesthetic attribute “style”, followed by “color”, and then the functional attribute “fit”. The “fabric” attribute was perceived as least important. In order to better compete, Rajini needs to adjust consumer preferences in Surabaya according to the results of this study.


Keywords: modest fashion, consumer preferences, conjoint analysis, color, style, fabric, fit

References
[1] Aprilia, A. (2015). Hijab Beauty Book: What’s Your Fashion Character?. Jakarta: PT. Gramedia Pustaka Utama.

[2] Aprilia, A. (2019). Style Secret. Jakarta: PT. Gramedia Pustaka Utama.

[3] Bachleda, C., Hamelin, N. and Benachour, O. (2014). Does Religiosity Impact Moroccan Muslim Women;s Clothing Choice? Journal of Islamic Marketing, vol. 5, issue 2, pp. 210-226.

[4] Bachleda, C., Hamelin, N. and Benachour, O. (2014). Does Religiosity Impact Moroccan Muslim Women;s Clothing Choice? Journal of Islamic Marketing, vol. 5, issue 2, pp. 210-226.

[5] Besakon, D. A. and Braeutigam, R. R. (2014). Microeconomics (5th ed.). New Jersey: John Wiley & Sons, Inc.

[6] Brooks, A. (2009). I Love Your Style: How to Define and Refine Your Personal Style. New York: HarperCollins Publishers.

[7] Eiseman, L. (2000). Pantone Guide to Communicating with Color. Mauritius: Grafixx Press, Ltd.

[8] Fashionary. (2018). Fashionpedia: The Visual Dictionary of Fashion Design. Hong Kong: Fashionary International Ltd.

[9] Frank, R. H. (2015). Microeconomics and Behavior (9th ed.). New York: McGraw-Hill Education.

[10] Hair, J. F., et al. (2014). Multivariate Data Analysis (7th ed.). London: Pearson Education Limited.

[11] Kotler, P. and Armstrong, G. (2018). Principles of Marketing (7th ed.). Harlow: Pearson Education Limited.

[12] Kotler, P. and Keller, K. L. (2016). Marketing Management (15th ed.). Harlow: Pearson Education Limited.

[13] Lee, J. and Nguyen, M. J. (2017). Product Attribute and Preference for Foreign Brands Among Vietnamese Consumers. Journal of Retailing and Consumer Services. Vol 35, pp. 76-83.

[14] Makkar, M. and Yap, S. F. (2017). The Anatomy of The Inconspicuous Luxury Fashion Experience. Journal of Fashion Marketing and Management, vol. 22, issue 1, pp. 129-156.

[15] Oladele, P. O. and Ogundipe, C. F. (2017). Attributes of Fashion Clothing among Female Undergraduate Students in Tertiary Institutions in South-West Nigeria. Issue in Business Management and Economics, vol. 4, issue 2, pp. 18-23.

[16] Rahman, O., et al. (2017). A Cross-National Study of Apparel Consumers Preferences and The Role of Product Evaluative Cues. Asia Pacific Journal of Marketing and Logistics. Vol 29, issue 4, pp. 796-812.

[17] Santoso, S. (2018). Mahir Statistik Multivariat dengan SPSS. Jakarta: PT Elex Media Komputindo.

[18] Sari, R. P. and Asad, N. (2019). New Product Development Processes in The Fashion Industry: Evidence from Indonesia Islamic Fashion Companies. Journal of Islamic Marketing. Vol 10, issue 3, pp. 689-708

[19] Sherin, A. (2018). Introduction to Graphic Design: A Guide to Thinking, Process & Style. New York: Bloomsbury Visual Arts.

[20] Siregar, S. (2010). Statistika Deskriptif untuk Penelitian. Jakarta: PT Raja Grafindo Persada.

[21] Sugiyono, S. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

[22] Sugiyono, S. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.

[23] Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (17th ed.). Harlow: Pearson Education Limited.

[24] Swasty, W. (2017). Serba Serbi Warna. Bandung: PT Remaja Rosdakarya.

[25] Zhou, X. and Xu, Y. (2019). Conjoint Analysis of Consumer Preferences for Dress Design. International Journal of Clothing Science and Technology. Vol 32, issue 1, pp. 73-84.

[26] Zainudin, M. I., Hasan, F. H. and Othman, A. K. (2019). Halal Brand Personality and Brand Loyalty Among Millennial Modest Fashion Consumers in Malaysia. Journal of Islamic Marketing. Vol 8, issue 11, pp. 985-994.