ANALISIS PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMAKAIAN JASA SANGGAR RIAS PENGANTIN DI MUNIFAH ATTIRE

ISMA AYU OKTAVIANI, . (2026) ANALISIS PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMAKAIAN JASA SANGGAR RIAS PENGANTIN DI MUNIFAH ATTIRE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pada zaman yang sangat berkembang ini, pernikahan tidak hanya berfokus pada aspek religius dan budaya namun sudah merambat ke aspek keanggunan, keunikan dan estetika. Pakaian pernikahan pun menjadi sorotan utama dalam aspek pernikahan. Dalam memenuhi aspek-aspek tersebut banyak jasa yang menyediakan penyewaan pakaian pernikahan serta make up pengantin, salah satunya adalah Munifah Attire. Banyaknya penyedia jasa penyewaan baju dan make up pengantin menimbulkan berbagai preferensi konsumen dalam melakukan keputusan pemakaian jasa. Atribut jasa merupakan unsur yang menjadi pembeda dalam keputusan pemakaian jasa sanggar rias pengantin sehingga dapat menadi pertimbangan konsumen sebelum melakukan pemakaian jasa. Penelitian ini dilakukan untuk mengetahui preferensi konsumen dalam keputusan pemakaian jasa sanggar rias pengantin. Populasi dalam penelitian ini adalah konsumen Munifah Attire yang pernah melakukan pemakaian jasa. Teknik pengambilan data dilakukan dengan kuesioner dan teknik pengambilan sampel dilakukan dengan teknik simple random sampling. Analisis data dilakukan dengan menggunakan uji Chi-square dan Fishbein. Hasil Uji Chi-Square menunjukkan nilai Sig. < 0,05, sehingga dapat disimpulkan bahwa preferensi masing-masing konsumen terhadap atribut jasa di Munifah Attire berbeda-beda. Hasil Fishbein menunjukkan nilai sikap kualitas layanan sebesar 17,426, artinya kualitas layanan merupakan atribut yang sangat dipertimbangkan konsumen dalam pemakaian jasa sanggar rias pengantin. Hal ini menunjukkan bahwa kenyamanan konsumen adalah hal yang paling perlu diperhatikan. Atribut variasi merupakan atribut yang kurang diperhatikan dalam keputusan pemakaian jasa karena pelanggan lebih mempertimbangkan atribut lain seperti harga dan kualitas layanan. Kata kunci: atribut jasa, busana pernikahan, chi-square, fishbein, keputusan pembelian, preferensi konsumen. ***** In this highly developed era, weddings are no longer solely focused on religious and cultural aspects but have also expanded to include elegance, uniqueness, and aesthetics. Wedding attire has also become a major focus. To fulfill these aspects, many services offer wedding attire and bridal makeup rentals, one of which is Munifah Attire. The large number of wedding attire and bridal makeup rental providers has led to various consumer preferences in making decisions about using services. Service attributes are elements that differentiate the decision to use a bridal makeup studio, thus becoming a consumer consideration before using the service. This study was conducted to determine consumer preferences in the decision to use the services of a bridal makeup studio. The population in this study were Munifah Attire consumers who had used the service. Data collection techniques were conducted using a questionnaire and sampling techniques were carried out using a simple random sampling. Data analysis was performed using the Chi-square and Fishbein tests. The Chi-Square test results show a significance value (Sig.) of < 0.05, leading to the conclusion that consumer preferences regarding service attributes at Munifah Attire vary. The Fishbein analysis yields an attitude score of 17.426 for service quality, indicating that this is a key attribute considered by consumers when utilizing the bridal styling service. This highlights that consumer comfort is the most critical factor to address. Conversely, the attribute of variety receives less attention in the decision-making process, as customers place greater weight on other attributes such as price and service quality. Keywords: chi-square, consumer preferences, fishbein, service attributes, wedding attire.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Sri Irtawidjajanti, M.Pd. ; 2). Dra. Lilis Jubaedah, M.Kes.
Subjects:	Tata Rias > Tata Rias (Makeup) Tata Rias > Asesoris Pakaian
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Isma Ayu Oktaviani .
Date Deposited:	18 Aug 2026 01:00
Last Modified:	18 Aug 2026 01:00
URI:	http://repository.unj.ac.id/id/eprint/71207

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