Analisis Konjoin untuk Mengidentifikasi Preferensi Konsumen terhadap Busana Pesta di Butik Fenny Chen

Abstract

Analisis Konjoin untuk Mengidentifikasi Preferensi Konsumen terhadap Busana Pesta di Butik Fenny Chen Felayana Isfar, Widowati Program Studi Pendidikan Tata Boga, Fakultas Teknik, Universitas Negeri Jakarta, Jl Rawamangun Muka, Jakarta Timur, 3220, Telp/Fax (021) 4894221 felayanaisfar@gmail.com Abstract. Nowadays, people's taste in clothing, especially party clothes, is changing very quickly in terms of silhouettes, materials, colors, to clothing textures. Based on a survey conducted in several boutiques in the city of Semarang, the number of designs over the course of the era certainly makes fashion consumers want the appropriate design. Some consumers of a boutique even have their own perceptions for the clothes they want, ranging from materials, colors, silhouette shapes, to the texture of clothing. The purpose of this study was to determine how consumer preferences for party clothing. This study uses inferential statistical techniques with conjoint analysis techniques, where the sample data taken is consumer preferences Fenny Chen Boutique as many as 65 respondents. The method of data collection is done by using a questionnaire instrument in accordance with the conjoint analysis data collection techniques. The result of this research is that the party fashions most desired by consumers of Fenny Chen Boutique are party dresses with A line silhouette, made of tile, soft colored, and shiny textured. In choosing party outfits, consumers tend to prioritize fashion material first with an importance value of 29,149%, then followed by fashion colors with an importance of 27,667%, then clothing silhouettes with an importance value of 23,203%, and the last one is concerned with fashion textures with value interest of 19.98%. In the correlation output to measure predictive accuracy, high and significant correlation values are obtained Keywords: Conjoint analysis, Consumer preferences, Party outfit