PERILAKU KONSUMEN PASHMINA IMPOR DI SURABAYA

Sastaviyana, Irena and ., Indarini and Honantha, Christina Rahardja (2015) PERILAKU KONSUMEN PASHMINA IMPOR DI SURABAYA. In: Prosiding Seminar Nasional & Call For Paper, Forum Manajemen Indonesia (FMI) Ke-7 Dinamika Dan Peran Ilmu Manajemen Untuk Menghadapi AEC. Forum Manajemen Indoesia, Jakarta. ISBN 978-602-73177-0-3

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Abstract

AEC 2015 has a very promising business opportunity. Particularly for the service sector and SME (small and medium enterprise), starts form textile, garment or bag.Business prospect for pashmina also has a good opportunity. This study aims to describe the behavior of consumers is finding, buying, using, evaluating, actions taken after the purchase and use of pashmina import in Surabaya. Consumer behavior include Who is buyer, What they buy, Who influence their buying, Why they buy, Where they buy, When they buy, How often they use, How they know about the product, How they evaluated it after purchase, How they dispose after the purchase. Data processing are using frequency table, histogram table, and cross tabulation. The respondent used in this study were respondents who had bought and used pashmina import at least 3 pieces a year and lived in Surabaya. The result shows that most of import pashmina scarf consumers are married people whose educational level are diploma 3 – bachelor degree and being housewives. Based on displayed data it may be perceived that most popular material among Surabaya consumers is cotton polyester. The most influential side for consumer is family. Most of them purchasing import pashmina scarves are unique motif and limited edition. Mostly people get their import pashmina scarves by online shopping and they get any new collection by social media. Frequency of purchase is 3 through 5 times a year, and mostly satisfied with them. Regarding to consumer satisfaction evaluation, there are also somewhat satisfied and dissatisfied consumers with purchasing and wearing import pashmina scarves. A large number of respondents will either keep their used scarves or give them to their family, once they get bored of their scarves.

Item Type: Book Section
Uncontrolled Keywords: Consumer Behavior, Consumer Behavior Study
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HQ The family. Marriage. Woman
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Christina Rahardja H (31113)
Date Deposited: 25 Feb 2016 02:13
Last Modified: 02 Feb 2017 02:22
URI: http://repository.ubaya.ac.id/id/eprint/26782

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