USULAN KONSEP PRODUK MANSET LONGGAR BERDASARKAN PREFERENSI KONSUMEN DENGAN MENGGUNAKAN CHOICE BASED CONJOINT HIERARCHICAL BAYES

• Main Author: HUMAIRA NIM 14414047, SALMA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30777
• Institution: Institut Teknologi Bandung

Loose hand-sock is designed to be a solution for veiled women (muslimah) who want to use their short sleeve clothes but still in accordance with Islamic law. If muslimah using a loose hand-sock, she can use her short-sleeved shirt easily, quickly, still dress loosely, and will not be stifling. Airana Collection is a brand of this product. Although this business has not been managed well, this business owner feels there is still a chance to develop Airana to be more profitable. However, Airana's loose hand-sock sales are still unstable and tend to decline. Among the causes is shipping costs that increase the cost of purchasing loose hand-sock significantly. To overcome this, Airana needs to develop new products so that Airana can implement a cross-selling strategy. In addition, during almost two years of sales, some customer suggestion was obtained regarding loose hand-sock products. But, Airana still cannot determine which suggestion should be realized. Therefore, it is necessary to predict preferences so that Airana can determine which suggestions should be accepted and applied in producing loose hand-sock. Thus, the next production results are expected to be sold easier because it is fitted with the preference of consumers. <br /> <br /> Data collection was conducted using an online questionnaire platform and distributed through social media. Estimation of consumer preferences is carried out by using conjoint choice based with hierarchical bayes (HB) estimation which produces individual part-worth and importance to attributes involved in the analysis. After that, cluster analysis was performed based on customer preferences on the attributes of loose hand-sock that produced three segments. Cluster 1 prefer products that are casual, cluster 2 prefer products that are formal and safe in covering arms and hand, and cluster 3 prefer loose hand-sock that are safer in covering the arms but still seem casual. <br /> <br /> The results of this study are product concepts which are the combination of attribute levels that are most preferred by consumers. Through this research, it was also examined how the profile characteristics of each segment formed. By using the results of this study, Airana is expected to be able to produce loose hand-sock that are in line with the preferences of each segment and promoting the products on Instagram by using the recommendations of the ad set design from this study. Based on the results of this study, the author recommends Airana to produce loose hand-sock that are in line with the preferences of each segment and market the product on Instagram by using the ad set design recommendations produced in this study. By implementing these recommendations, sales of Airana's loose hand-sock are expected to increase significantly.