MATHEMATICAL MODEL OF CONSUMER INTEREST IN CLOTHING PRODUCTS INVOLVING CLOTHING INTERNAL FACTORS AND SOCIAL FACTORS

• Main Author: Anugrah Pradayu, Catharina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67720
• Institution: Institut Teknologi Bandung

As living beings, humans have their needs to support their daily activities to survive. As a result of those needs, trade or business emerged. Over time, the main goal of business is to make a profit. Thus, it is necessary for businesspeople must find strategies to achieve that goal. As a start, businesspeople can find out about consumer interests. One of the industries that will never die is fashion. This is because fashion is a basic human need and is a medium for self-expression. In purchasing clothes, consumers will take into account before making the purchasing decision. Several factors can influence the consumer. For example, situational, personal, psychological, social, and marketing stimulation factors. In this study, consumer purchase interest in fashion is modeled. Predator-prey model is used as a base model for this study. In this case, the level of product in the market is defined as prey, and the level of consumer interest is defined as predator. Numerical analysis shows that clothing internal factors/combination of clothing internal factors that influence consumer purchase interest significantly are a quality factor, design factor, and a combination between quality, material, and design. Moreover, social factors such as word-of-mouth and advertisement influence increasing consumer purchase interest as well.