FINDING THE APPROPRIATE PRODUCT ATTRIBUTES FOR TYPHOON NEW PRODUCT: MOTORCYCLE RIDING JACKET

• Main Author: Ilham Bayu Insani, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/51888
• Institution: Institut Teknologi Bandung

Fashion industry has grown rapidly in Indonesia. In 2017, fashion industry sector ranked number two creative industry that contributed to the Gross Domestic Product (GDP) in national scale, and in 2018 fashion industry dominated creative industry export market. In the midst of growth of fashion industry, local motorcycle themed clothing brand emerges as well. Typhoon is a new local motorcycle clothing brand. In order to stay competitive, understanding customer preference for a product is essential. This research is intended to find customer preference for a product by asking customers to rank the product’s attributes based on their preference. To collect the data, the researcher used non-probability sampling and utilize questionnaire as the platform. The total of respondent who participated on this research is 514 respondents, 397 respondents meets the criteria from the total. To analyze the data collected, the researcher used conjoint analysis method. The result of the analyzed data is that the customers prefer the combination of textile material and light brown color on a motorcycle riding jacket. Another finding is that material is considered more important than color. Therefore, the researcher recommends the customer’s preferred attributes to be featured in the brand’s product.