CONJOINT ANALYSIS IN PURCHASING TENUN IKAT CLOTHES ON TOSCA

Abstract

This study was aimed to analyze the attributes preferred by Tosca’s customer in determining the purchasing decision of tenun ikat clothes. Attributes examined in this study are price, type of fabric and type of product. Data Analysis use in this study is conjoint analysis involving the producing data preference process. Population used in this research is 50 people which are Tosca’s customers with 34 people as a sample using convenience sampling. The sample is only limited to the female customers aged 20-30 and live in Surabaya and method used in collecting the data is questionnaire. The result shows that the customers prefer product skirts for price Rp50.000- 150.000 with woven tenun ikat fabric. From the conjoint analysis process, can be seen that price is the important attribute preferred by the customers in purchasing tenun ikat clothes followed by products then fabric