PREFERENSI KONSUMEN DALAM PENGGUNAAN SETTING SPRAY PADA RIASAN PENGANTIN

RANIA NAILA BARAKBAH, . (2026) PREFERENSI KONSUMEN DALAM PENGGUNAAN SETTING SPRAY PADA RIASAN PENGANTIN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui preferensi konsumen dalam penggunaan setting spray pada riasan pengantin oleh penata rias di Jakarta Selatan berdasarkan atribut kualitas, harga, merek, jenis, kemasan, dan promosi. Penelitian ini menggunakan metode deskriptif kuantitatif dengan pendekatan survei. Populasi penelitian adalah penata rias pengantin yang berdomisili di Jakarta Selatan dan aktif menggunakan setting spray dalam merias pengantin. Sampel penelitian berjumlah 50 responden yang dipilih menggunakan teknik insidental sampling. Data dikumpulkan melalui penyebaran kuesioner menggunakan skala Likert lima tingkat. Analisis data menggunakan Model Sikap Multiatribut Fishbein yang meliputi dimensi kepercayaan (belief), evaluasi (evaluation), dan sikap konsumen preferensi (Ao). Hasil penelitian menunjukkan bahwa berdasarkan analisis Model Sikap Fishbein, atribut jenis memperoleh nilai sikap (Ao) tertinggi diikuti atribut kemasan, kualitas, promosi, harga dan merek. Hasil tersebut menunjukkan bahwa atribut jenis yang terbagi menjadi matte/dewy merupakan atribut yang paling dominan dan dipertimbangkan oleh konsumen dalam memilih setting spray untuk riasan pengantin. This study aims to determine consumer preferences in the use of setting spray for bridal makeup by make up artists in South Jakarta based on the attributes of quality, price, brand, type, packaging, and promotion. This study employed a quantitative descriptive method using a survey approach. The population consisted of bridal make up artists residing in South Jakarta who had actively used setting spray in bridal makeup applications. The sample comprised 50 respondents selected using the insidental sampling technique. Data were collected through a questionnaire employing a five-point Likert scale. Data were analyzed using the Fishbein Multi-Attribute Attitude Model, which consists of the dimensions of belief, evaluation, and overall attitude (Ao). The results indicated that, based on the Fishbein Attitude Model analysis, the product type attribute obtained the highest attitude score (Ao), followed by packaging, quality, promotion, price, and brand. These findings suggest that the product type attribute, which includes matte and dewy finishes, is the most dominant factor and the primary consideration for makeup artists when selecting a setting spray for bridal makeup.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Sri Irtawidjajanti, M.Pd 2). Dra. Lilis Jubaedah, M.Kes
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Users 35508 not found.
Date Deposited:	06 Aug 2026 07:06
Last Modified:	06 Aug 2026 07:06
URI:	http://repository.unj.ac.id/id/eprint/68709

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