CONSUMER PREFERENCE INFLUENCE TOWARDS REVENUE OPTIMISATION FOR LOCAL BRAND ACCESSORIES IN BANDUNG

• Main Author: Ratu Shafira Ridwan, Shanaya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41140
• Institution: Institut Teknologi Bandung

Bandung as top three in the largest number of economic businesses with a single business network in creative industry with total amount 5.68% (Badan Ekonomi Kreatif & Badan Pusat Statistik , 2017), makes company have a high threat of new entrants that brings new capacity and a desire to gain market share. Planning a careful market and good product strategy in launching new products is very important to help new company succeed in the market with knowing the consumer preference and cashflow projection. This research raises the issue of the importance of consumer preference to get optimal revenue on launching new product. This research was conducted at Soigne, one of the local brand in accessories industry in Bandung. The purpose of this study is to determine how the company conducts feasibility study through consumer preferences for knowing the suitable price and products to launch in 2019. This study also analyse the sensitivity analysis to delimited the changes of financial conditions. Researcher use quantitative method to conduct the research. The source of data used is primary data obtained from Soigne’s financial statements from October 2017 to September 2018 and questionnaire. The secondary data came from literature. According to the result of the research, there are some recommendation that can be applied in Soigne to launch a suitable products to gain optimal revenue based on consumer preference. The best combination product to launch in Soigne are accessories product between earrings, bracelet, and necklace with neutral color, simple design, and price range between IDR 100,000.00 to IDR 250,000.00. Customer service, packaging design, materials and durability is other factor that important to provide by the company. For the optimal revenue, Soigne recommended to launch earrings with price IDR 149,000.00 bracelet with price IDR 169,000.00, and necklace with price IDR 189,000.00 in the next one year and increase 10% for the price in the next two and three years which are the best financial scenario of researcher projection.