THE DEVELOPMENT OF TRADITIONAL TARUMPAH TASIKMALAYA FOOTWEAR DESIGN THROUGH INTERGENERATIONAL MARKET PULL STRATEGY APPROACH

• Main Author: CHARIS HIDAYAHTULLAH (NIM: 27115025) , MOCHAMMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28976
• Institution: Institut Teknologi Bandung

An agreement on free trade ASEAN China (ACFTA) which are received free tax in indonesia has led to the sale of Indonesian traditional products, one in particular is Tarumpah’s Tasikmalaya product. Products of Tarumpah Tasikmalaya has decreased in the use and sales, this data was obtained by the interview results with SME’s Tarumpah Tasikmalaya. Traditional Tarumpah’s product is pointed out not being able to compete with cheap products from china that has modern design. If this circumstance continuous be left then the traditional product of Tarumpah’s Tasikmalaya is going to disappear because it was unable to compete with modern footwear products which is more desireable by consumer. This reason is the main problem and background that the author try to conserve traditional Tarumpah’s Tasikmalaya product in design development. This design development research uses market pull strategy approach by conducting consumer survey to get data satisfaction and taste about the product of Tarumpah footwear. The collected data then analyzed thus resulted the guidance of product development and design recommendation which is divisible in the range generation for SME’s Tarumpah Tasikmalaya producer. The study results that generation range of 15-24 and 25-34 years old has taste to developing modern Tarumpah design, the generation range of 35-44 years old has taste to developing eclectic Tarumpah design, whereas the generation range of more than 45 years old has taste to developing classic Tarumpah design. The conclusion of this research is developing traditional product has to properly pay attention in the span of consumer generation because every generation has varied of satisfaction and taste. <br />