CONSUMER EXPECTATION TOWARDS PRODUCT QUALITY, DESIGN, AND PRICE OF EMALINE

Abstract

CONSUMER EXPECTATIONS TOWARDS PRODUCT QUALITY, DESIGN, AND PRICE OF EMALINE

The researcher aims to know consumer's expectations to product quality, design, and price from Emaline. Emaline is a company engaged in the fashion industry, which offers a wide range of products made of genuine cow leather that has passed the trivalent chrome test, so that the leather products produced can be exported, as it is safe for the surrounding environment. Some products from Emaline are wallets and purses, especially women's wallets, which are available various colors. However, in this early stage, Emaline is experiencing a problem of sales that are declining more and more. Emaline tries to solve the problem by knowing how is the quality of products, designs, and prices offered by Emaline so far, and Emaline also wants to know what kind of expectations that consumers have on Emaline. Based on the results of the research, it turns out that the main problem is the outdated design. Therefore, Emaline decided to design in accordance with consumer expectations. This design uses information collected from consumers, competitors, and professional designers. This study uses qualitative research methods with semistructured interviews as a method of data collection. Meanwhile, to test the validity and reliability, the authors use the method of triangulation. The results of this study are the creation of new designs, and some changes to the price and quality sectors.