INDONESIAN WOMEN PREFERENCE TO RENTING OR MAKING THE WEDDING DRESS

• Main Author: Astri Adjani Putri, Nabilla
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72434
• Institution: Institut Teknologi Bandung

Currently in Indonesia young marriage has become a trend. Indonesia has many cultures that provide lots of choices for Indonesian women in terms of wedding dresses. There are several considerations in selecting a wedding dress such as the cultural component including norm, myth and religion, social class, and price perception. Based on an interview, most of Indonesian women prefer to make the wedding dress and some of them prefer to wear the wedding dress that are created by popular designers with a perspective that the quality of design is better than those created by unpopular designers. On the other hand, the cost is quite expensive to manufacture wedding dresses, especially if one prefers to have it made by popular designers, then it is also a consideration. So, the option for them is such as renting the wedding dress. This study wanted to see the effect of norms, myths and religion, social class, price perception, and perspective of the design quality toward Indonesian women preference to rent or make a wedding dress. The data was distributed by questionnaire to 400 unmarried women in Indonesia. The questionnaire used purposive and convenience sampling towards women with age ranging from 18 until 26 years old and who domicile in Jakarta and Bandung. The questionnaire used 7- point Likert scale to test the variables on research framework. The data was processed using SPSS 20.0 for windows. The data was processed through, Three Ways ANOVA and multiplelinear regression. The findings of this research such as norm, myth, religion, social class, the price perception have high significant influence towards perspective of design quality. Social class is the most significant factors that influence the perspective the design quality of wedding dress because some of Indonesian women concern about their appearance, the opinion from social environment, and about the price. Most of Indonesian women prefer to wear the traditional design with closed design. Most of Indonesian women prefer to make the wedding dress and the perspective of design quality has higher influence for Indonesian women to rent the wedding dress rather than to make it. Also, there is a relationship between demographic aspects especially monthly expense as the consumptive behaviour towards the preference to rent or to make the wedding dress.