Consumer Preferences Against Attribute Combination of Swarovski Clutch Bag in Buying Decision

Abstract

The research aims to determine MeiCollection’s consumer preferences of Swarovski clutch bag combination attributes that include the type of crystal, color type, and size of the clutch as well to determine the most important attribute for MeiCollection’s consumer in buying decision process. The population of the research includes 98 peoples who have made purchases in MeiCollection for Swarovski clutch bag. Based on the Slovin formula and purposive sampling technique, the number of samples in this research amounts to 50 respondents following the criteria of the respondents that have made a purchase of Swarovski clutch bag in MeiCollection’s during the period between 2008 to 2016. This research uses conjoint analysis consisting three attributes of the Swarovski clutch bag as variables. The attributes are the type of crystal, color type, and size of the clutch. The result indicates that the attributes that become MeiCollection’s consumer preferences in the buying decision process are sequentially the size of clutch bag with the level of medium, followed by the type of crystal with the level of aurora boreale crystal, and the last is the color of crystal with the level of cold color.