"ANALISIS FAKTOR-FAKTOR CITRA YANG DIPERTIMBANGKAN KONSUMEN DALAM MELAKUKAN PEMBELIAN DI COUNTER SOPHIE MARTIN ". (STUDI PADA COUNTER SOPHIE MARTIN DI KECAMATAN PARE)
| Main Author: | Purwanto, Grendy |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
, 2011
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/19191/ |
Daftar Isi:
- The increase of fashion growth in Indonesia due to the ever growing number of fashion modes is able to fulfill the needs of Indonesian society and to give compliments in selecting clothing products they wear. Clothing is a primary need for human. Clothing products which are able to fulfill the desirable modes of consumers will be more interested. This fact will lead the growth of garment indusrty to be able to fulfill demand of the consumers. This study is entitled "Analysis on Image Factors Which is Considered by Consumers in Purchasing Products in Sophie Martin Counter" (study in Sophie Martin counter Pare subdistrict). The objective of this study is to analyze image factors which are considered by the consumers in purchasing products in Sophie Martin counter in Pare subdistrict. The significance of this study that the writer expects the result conveys information about the images in order to understand the need of consumers and the result becomes an input or consideration in developing a better image. In this study, the writer using accidental technique in collecting data sampling. Moreover, the writer uses factor analysis in analyzing the data. Based on the result of the study, it can be concluded that from 20 variables of citra which are used in this study, such as tangible, reliability, insurance, empathy, responsiveness, promotional price, quality, category variety, items availability, outside design, building design, counter name display, air conditioning (fan), lighting, counter design, product display, list of name or type of products, price conformity, and price display, there are 6 image factors which are considered by the consumers in purchasing products in Sophie Martin counter. First, the counter is easyly to be recognized. In details, the factors are:the easyness in recognizing the counter, outside design and promotional price. Second, the counter is able to understand the demand of the consumers includes undertanding what is demanded by the consumers, product completeness, and lighting. The third is product quality which includes quality, the shape of building and guarantee not to get damaged product. The fourth is facilities. They are air conditioner, list of name/types of the products, and responsiveness. The fifth is interior design which includes the design of the interior, items availability, and physical appearance. The last is the price range which includes price range, price display and counter design.