HIJABERS: PREFERENCE ON CHOOSING MUSLIM FASHION CLOTHING

• Main Author: Nurulita Rachma (NIM 19014012), Jinanthi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22700
• Institution: Institut Teknologi Bandung

Muslim fashion industry is one of the sector in Indonesia that is growing fast. Hijab or veil that had been modified becomes one of the most favorable style used by most of Indonesia muslim women in Jakarta and <br /> <br /> Bandung area. Consequentially, demand of muslim fashion is gradually growing high and increase the <br /> <br /> development of muslim fashion industry. However, consumers start to crave constant changes of their <br /> <br /> preferences of muslim clothing. The segmentation of muslim women will help muslim fashion industry to identify each segments according to their preferences. <br /> <br /> Preferences of muslim women on choosing fashion can be identified by studying relation between demographic aspects, such as age, education, income, and domicile with physical, identity, lifestyle (PIL) model and level of religiosity of each consumers. This study aims to identify the customer profile of Jakarta and Bandung muslim women using PIL model and level of religiosity. The data was distributed by questionnaire to 400 hijabers. The questionnaire used convenience sampling towards women with age ranging froom 15 until 34 years old with who domicile in Jakarta and Bandung. The data was processed using two-step cluster analysis method to produce a profile. This research found that generally muslim women who lived in Jakarta and Bandung possess a high level of intrapersonal religiosity and a lower level of interpersonal religiosity. In terms of physical, identity, lifestyle (PIL) model, most of the respondents have a high preference toward physical aspects and neutral for their identity and lifestyle preference. Each of the demographic aspects was combined with both PIL model and level of religiosity. Findings show that each of this combination produces three to four clusters. &#304;n terms of cluster quality, the combination of each demographic aspect produces cluster quality with a value of 0.2 which consider to be poor. As all of the clusters have the same value of cluster quality, researchers recommend choosing the clusters according to each company’s target markert. This <br /> <br /> segmentation can identify level of each physical, identity, lifestyle, and religiosity attributes and can be used as a preliminary research to understand the muslim woman market in Jakarta and Bandung area, so <br /> <br /> muslim fashion industry can generate better marketing strategy to reach their consumers.