CUSTOMER PREFERENCE TOWARD SHAR’I CLOTHING FOR MOSLEM WOMEN IN INDONESIA:THE CASE OF DHAILLY

• Main Author: Ramadhany (NIM 19014147), Fitri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22192
• Institution: Institut Teknologi Bandung

As the country with the highest muslim population and high enthusiasm toward muslim clothing, Indonesia have a big opportunity in muslim fashion industry. There are <br /> <br /> many styles of muslim fashion in this industry, one of them is shar’i style that becomes a trend among moslem women. Dhailly as the new player take this opportunity by creating shar’i clothing for moslem women that have different concept from another brand which is the moslem clothing with handsock function. they want to make another product variants that have handsock function to compete with another brand because Dhailly only creates 3 product variants until now. Furthermore, there no data of preferred shar’i clothing attribute based on customer preference to maintain the business from the competition. So, to avoid the risk of product failure and to compete in this industry, the customer research about customer preference toward the attributes of shar’i clothing will be needed. Therefore, researcher interest to analyze the product attribute of shar’i clothing preferred by customer for Dhailly’s next product. The analysis technique used in this research is qualitative by interviewing the 11 respondents and quantitative by giving the survey to respondent, <br /> <br /> through online and offline with total respondents of 209 people. Data based on qualitative is analyzed by coding analysis while quantitive is analyzed by descriptive and conjoint analysis.The results of this research indicate that color, good price, ease of care, quality ofproduct, comfortable, durability, attractiveness, fit, fabric for shar’i dress, fabric for handsock, and design of shar’i clothing are important for the respondent. The attribute of design is analyzed by conjoint analysis and the rest of attributes will be analyzed by descriptive analysis. In conjoint result, found that the skirt design is the most preferred the level of attribute or the first thing that customer see in the design attribute of shar’i dress. Then, the another preferred attribute level of shar’i dress is sleeve design, accessories on the rear skirt, print patterned and design of handsock. The researcher recommends that Dhailly should create the next product based on the conjoint result for the shar’i dress design. Beside that, Dhailly should pay attention to the highest priority of variable in each attribute from descriptive result