PROPOSED THE NEW PRODUCT CONCEPT OF SHOES USING NEW PRODUCT DEVELOPMENT PROCESS BY KOTLER (CASE STUDY: EINSHOES COMPANY)

• Main Author: Delisa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57225
• Institution: Institut Teknologi Bandung

In recent years, the hijab trend in Indonesia has shown fairly rapid development. This is in line with the awareness of Muslims to follow a lifestyle according to religious law, including in fashion choices. As a company engaged in the fashion industry, especially women's shoes, Einshoes sees a huge opportunity to enter the market for the hijaber woman. Today's business dynamics require companies to continue to innovate and understand customer wants and needs. Therefore, this research was conducted to determine the tendency of consumers towards the attributes of shoe products with the target respondents which is the hijaber woman. This research focuses on the first 3 stages of New Product Development by Kotler. Data were collected in two stages through a questionnaire on google form, the first was to determine consumer desires for product attributes. The results of the first questionnaire will then be used as guidelines in building product concepts. The second questionnaire is used to determine customer feedback on the product concept that has been made. The data collected will be analyzed descriptively quantitatively. The result of this research is a product concept that can be accepted by the main target market, namely the hijaber woman. his research also contains short and long term plans for Einshoes in completing this stage of shoe product development and running the business.