PREFERENSI KONSUMEN PADA CITRA FASHION

YOLA RAHMADIANTI, . (2023) PREFERENSI KONSUMEN PADA CITRA FASHION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mendapatkan informasi mengenai preferensi konsumen pada citra fashion pada merek fast fashion dan merek pakaian lokal. Metode penelitian menggunakan metode survey dengan pendekatan kuantitatif deskriptif. Data yang digunakan adalah data primer yang dikumpulkan dengan instrumen penelitian berupa kuesioner dengan sampel penelitian berjumlah 100 responden laki-laki dan perempuan usia 18 – 25 tahun yang tinggal di DKI Jakarta. Instrumen penelitian menggunakan Google Form pada sampel penelitian 100 responden dengan skala likert. Hasil penelitian ini menunjukkan indikator kepribadian, kredibilitas, atribut, status sosial, jaminan dan manfaat dalam variabel preferensi konsumen pada citra fashion menunjukkan baik. Dari persentase tertinggi diperoleh dari indikator status sosial yaitu sebesar 73% menunjukkan baik yang artinya generasi Z memiliki preferensi citra merek yang dapat menciptakan status sosial seperti terlihat modis agar diakui kelompok sebaya. Sedangkan persentase terendah didapatkan oleh aspek kredibilitas yaitu 58% menunjukkan baik yang artinya generasi Z memiliki preferensi kredibilitas yang menyajikan produk sesuai iklan dan kualitas yang dipercaya. ***** This study aims to obtain information about consumer preferences on fashion imagery in fast fashion brands and local clothing brands. The research method uses a survey method with a descriptive quantitative approach. The data used is primary data collected with research instruments in the form of questionnaires with a research sample of 100 male and female respondents aged 18-25 years who live in DKI Jakarta. The research instrument used Google Form on a research sample of 100 respondents with a likert scale. The results of this study show indicators of personality, credibility, attributes, social status, guarantees and benefits in the variables of consumer preferences on the image of fashion show well. Of the highest percentage obtained from the social status indicator, which is 73%, it shows good, which means that generation Z has a brand image preference that can create a social status such as looking fashionable in order to be recognized by peer groups. While the lowest percentage obtained by the credibility aspect, namely 58% shows good, which means that generation Z has a credibility preference that presents products according to advertisements and trusted quality.

Item Type: Thesis (Sarjana)
Additional Information: 1). Dr. Dewi Suliyanthini, A.T., M.M. ; 2). Dra. E. Lutfia Zahra, M.Pd.
Subjects: Desain Kostum, Tata Busana > Tata Busana
Divisions: FT > S1 Pendidikan Tata Busana
Depositing User: Users 17410 not found.
Date Deposited: 02 Mar 2023 06:21
Last Modified: 02 Mar 2023 06:21
URI: http://repository.unj.ac.id/id/eprint/37551

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