Analisis Segmentasi Pasar Fashion Wanita Berdasarkan Motif Pembelian (Studi Pada Konsumen Fashion Wanita di Kota Surabaya dan Malang)

Hapsari, Ayu Dyah (2018) Analisis Segmentasi Pasar Fashion Wanita Berdasarkan Motif Pembelian (Studi Pada Konsumen Fashion Wanita di Kota Surabaya dan Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Kemajuan zaman membuat fungsi fashion bergeser menjadi tuntutan terpenuhinya gaya hidup (lifestyle) konsumen. Hal ini menunjukkan bahwa terjadi perubahan paradigma motif pembelian. Dibutuhkan pengelompokan pasar atau homogenitas pasar yang disebut segmentasi pasar untuk memudahkan perusahaan menyasar konsumennya. Ditinjau dari potensionalitas pasar fashion, maka segmen pasar fashion wanita lebih luas dan lebih stabil dibandingkan dengan segmen pasar fashion laki- laki. Oleh karena itu, peneliti tertarik untuk melakukan penelitian dengan judul “Analisis Segmentasi Pasar Fashion Wanita Berdasarkan Motif Pembelian dan Shopping Lifestyle”. Jenis penelitian yang digunakan adalah penelitian deskriptif dengan pendekatan kuantitatif. Sampel sebanyak 183 orang responden yang merupakan wanita berusia produktif, pernah melakukan pembelian fashion item, dan berada di Surabaya atau Malang. Teknik pengambilan sampel menggunakan teknik nonprobability sampling dengan cara pengambilan sampel menggunakan purposive sampling. Metode pengumpulan data yang digunakan adalah menyebar kuesioner dan studi kepustakaan. Analisis yang digunakan yaitu analisis deskriptif, analisis faktor, dan analisis cluster. Hasil penelitian ini menghasilkan lima segmen yang berbeda, yakni 1) Powered Early Adulthood, 2) Proffessionals, 3) High End Early Adulthood, 4) Mid-Income Mature, dan 5) Progressive Youth. Masing-masing segmen mempunyai karakteristik, profil, dan perilaku berbeda. Hal ini dapat berpengaruh terhadap pilihan konsumen pada pembelian fashion item.

English Abstract

The globalization era shifted the function of fashion to meet the demands of consumer’s lifestyle. This showed that the buying motive paradigm has changed. It needed market groupings or market homogenity that was called market segmentation to simplify companies to target its consumers. In terms of fashion market potential, Women’s Fashion market segment was more stable and vast compared to men’s. Therefore, researcher interested in conducting research entitled “Analisis Segmentasi Pasar Fashion Wanita Berdasarkan Motif Pembelian dan Shopping Lifestyle”. The type of research used was descriptive research with quantitative approach. The sample used was as much as 183 respondents who were women in productive ages, ever made a purchase of fashion items, and was living in Surabaya or Malang. Sampling technique in this research was using nonprobability sampling technique by taking samples using purposive sampling. Data collection method in this research was by spreading questionnaires and using literature study. Data analysis in this research was descriptive analysis, factor analysis, and cluster analysis. The results of this study resulted in five different segments, namely 1) Powered Early Adulthood, 2) Proffessionals, 3) High End Early Adulthood, 4) Mid-Income Mature, and 5) Progressive Youth. Each segment has different characteristics, profiles, and behaviors. This can affect consumer choice on purchasing fashion items.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIA/2018/981/051811299
Uncontrolled Keywords:	Segmentasi Pasar, Fashion Wanita, Motif Pembelian, Shopping Lifestyle.-Market Segmentation, Women’s Fashion, Buying Motive, Shopping Lifestyle
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.802 General topics of marketing management
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	soegeng sugeng
Date Deposited:	29 Apr 2019 03:16
Last Modified:	25 Oct 2021 02:52
URI:	http://repository.ub.ac.id/id/eprint/161931

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