Consumer Preferences For Imitation Jersey Shirts: A Conjoint Analysis
Abstract views: 190
,
PDF downloads: 161
Abstract
Abstract
This research, which was conducted in 2019, aims to determine the consumer preferences of the Persebaya imitation T-shirt jersey in Jombang district. The method used in this research is a descriptive exploratory method with a quantitative approach. The population in this study were unknown Persebaya imitation jersey consumers, so the sampling technique was determined by non probably sampling by taking 100 respondents. The data used are primary and processed using conjoint analysis. The results showed that from all respondents the combination of Persebaya soccer jersey products that became the consumer's preference was the jersey price <Rp. 100,000, dark green jersey color, no collared jersey shape, and a jersey image (there is a name, jersey number, and sponsor). Thus it can be concluded that in choosing the Persebaya T-Shirt jersey, the most important attributes that influence consumer purchasing decisions are: 1) color, 2) shape, 3) image, and 4) price.
Downloads
References
Bachleda, C., Hamelin, N., & Benachour, O. (2014). Does religiosity impact Moroccan Muslim women’s clothing choice?. Journal of Islamic Marketing.
Barnes, L., Lea‐Greenwood, G., Watson, M. Z., & Yan, R. N. (2013). An exploratory study of the decision processes of fast versus slow fashion consumers. Journal of Fashion Marketing and Management: An International Journal.
Cho, S., & Workman, J. (2011). Gender, fashion innovativeness and opinion leadership, and need for touch. Journal of Fashion Marketing and Management: An International Journal.
Choi, T. M., Lo, C. K., Wong, C. W., Yee, R. W., Shen, B., Wang, Y., & Shum, M. (2012). The impact of ethical fashion on consumer purchase behavior. Journal of Fashion Marketing and Management: An International Journal.
Firdaus, A. (2018). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Pada Go - Food Di Kota Surabaya.
Forney, J. C., Park, E. J., & Brandon, L. (2005). Effects of evaluative criteria on fashion brand extension. Journal of Fashion Marketing and Management: An International Journal.
Frank, R. (2011). Microeconomics and Behavior. Mc. Graw: Hill International Edition.
Funk, D., & Ndubisi, N. O. (2006). Colour and product choice: a study of gender roles. Management research news.
Ghozali, M.Com, Akt, P. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. Semarang: Universitas Diponegoro.
Grossman, R. P., & Wisenblit, J. Z. (1999). What we know about consumers’ color choices. Journal of marketing practice: Applied marketing science.
Grossman, R. P., & Wisenblit, J. Z. (1999). What we know about consumers’ color choices. Journal of marketing practice: Applied marketing science
Haryanto, B. A. (2018). Jersey Bola Pembentuk Identitas Kaum Muda.
Ismayasari, I., Nugroho, S., & Sumandi, E. (2015). Analisis Konjoin Preferensi Mahasiswa Dalam Memilih Produk Smartphone Android.
Jegethesan, K., Sneddon, J. N., & Soutar, G. N. (2012). Young Australian consumers’ preferences for fashion apparel attributes. Journal of Fashion Marketing and Management: An International Journal.
Kotler, Philip, & Gary, A. (2001). Prinsip-prinsip Pemasaran (Terjemahan). Jakarta: Erlangga.
Kotler, Philip, & Gary, A. (2008). Prinsip-Prinsip Pemasaran. Jakarta: Erlangga.
Kotler, Philip, & Kevin, L. K. (2009). Manajemen Pemasaran, Edisi ke 13. Terjemahan oleh Benyamin Molan. Jakarta: PT. Indeks.
Law, D., Wong, C., & Yip, J. (2012). How does visual merchandising affect consumer affective response?. European Journal of marketing.
Lemeshow, S., David, W., J, J., & Stephen, K. (1997). Besar Sampel dalam Penelitian Kesehatan. Yogyakarta: Gajah Mada University Press.
Lestari, L. T. (2017). Analisis Preferensi Konsumen Terhadap Pakaian Bekas Impor (Studi Kasus Pada Pasar Gedebage Bandung).
Lindgreen, A., Hingley, M., Lee, C. W., & Liao, C. S. (2009). The effects of consumer preferences and perceptions of Chinese tea beverages on brand positioning strategies. British Food Journal.
Putri, N. E., & Iskandar, D. (2014). Analisis Preferensi Konsumen Dalam Penggunaan Social Messenger Di Kota Bandung Tahun 2014 (Studi Kasus : Line, Kakaotalk, Wechat, Whatsapp).
Rahardi, N., & Wiliasih, R. (2016). Prinsip-Prinsip Pemasaran. Analysis Of Factors Affecting Consumer Preferences Of The Hotel Syariah, 185.
Santoso, A. D. (2016). Analisis Konjoin Terhadap Preferensi Pengguna Layanan Perpustakaan Universitas Negeri Malang.
Schiffman, Leon, G., Leslie, L., & Kanuk. (2007). Perilaku Konsumen. Edisi ke 7. Terjemahan oleh Drs. Zulkifli Kasip. Jakarta: PT Indeks.
Suprapto, J. (2004). Analisis Multivariate Arti Dan Interprestasi. Jakarta: PT. Rineka Cipta.
Valaei, N., & Nikhashemi, S. R. (2017). Generation Y consumers’ buying behavior in the fashion apparel industry: a moderation analysis. Journal of Fashion Marketing and Management: An International Journal.
Wang, C. L., Siu, N. Y., & Hui, A. S. (2004). Consumer decision‐making styles on domestic and imported brand clothing. European Journal of Marketing.
Widyawati, W., Sitepu, R., & Napitupulu, N. (2014). Penerapan Analisis Konjoin Pada Preferensi Mahasiswa Terhadap Pekerjaan. Saintia Matematika.
Yu, Y., Sun, H., Goodman, S., Chen, S., & Ma, H. (2009). Chinese choices: a survey of wine consumers in Beijing. International Journal of Wine Business Research.
Yusra, E. (2019). Analisis Preferensi Konsumen Terhadap Produk Songket Aceh Menggunakan CA (Studi Kasus : Banda Aceh dan Aceh Besar).Stride, C., Williams, J., Moor, D., & Catley, N. (2015). From sportswear to leisurewear: The evolution of English football league shirt design in the replica kit era. Sport in History, 35(1), 156-194.
Copyright (c) 2021 Sya'dulloh Efendy, Siti Zuhroh
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright publishing of the article shall be assigned to Management, accounting, and economic research
