Research Paper
Year: 2021 | Month: March | Volume: 8 | Issue: 3 | Pages: 637-645
Consumer Preference on Choosing Branded Bag
Amanda Putri Kusumawardhani1, Ujang Sumarwan2, Diah Krisnatuti2
1School of Business, IPB University, Jl Padjajaran, Bogor, Indonesia 16151
2Department of Family and Consumer Science, Faculty of Human Ecology, IPB University, Jl Agatis, IPB Dramaga Campus Bogor, Indonesia 16680
Corresponding Author: Amanda Putri Kusumawardhani
ABSTRACT
Branded bag become fashion trend in Indonesia and everyone can find a lot of international designer bag around us therefore, analyzing the factors of costumer preference on choosing branded bag become important to study. The purpose of this research is to analyze how do reference groups, attitude, social status, place, price, and product quality affect branded bag choosing preferences. Consumer Preference is preferences or the choice of several alternative choices that are formed from consumer perceptions of the product. The data in this research were collected by distributing questionnaires online to respondents throughout Indonesia, the respondent should have one or more than one kind of branded bag researched in this research (Kate Spade, Michael Kors, Coach, Longchamp, and Tory Burch). The method used to measure the customer preference is multiple linear regression, logistic regression and cross tabulation analysis with 164 sample. The result are R value is 82.3 % and d R Square value is 67.8% and shows that reference group, place, price and product quality affect customer preference of purchasing branded bag while attitude do not affect customer preference of choosing branded bag.
Keywords: branded bag, preference, product quality, reference group, social status.
[PDF Full Text]