Perpustakaan Digital ITB
Kebaya is a traditional blouse-dress combination that becomes the national costume of Indonesian women. Until 1990, Indonesian kebaya was made only by cotton and silk which has monotone and unattractive design for women in that era. Until the huge turn over point happened. In the middle of 1990s, Edward Hutabarat and Ghes Panggabean launched the innovation of kebays with more modern design, and contained the value of immediacy and luxury. It is called Kebaya Modification, Since that time, kebaya became popular again and the trend is upgrading mory and more.
One of company that provides kebaya is Jaka Hong. Established in 1983, they sell kebayas through their store in Tanah Abang. The majority of their customer came from middle aged women and adult women. However, a circulation of customer is needed by every company to gain sales growth is the long term. If Jaka Hong could attract more youth customer, they could grab customer's loyalty since their youth age. So in the future, these women will trust Jaka Hong as their kebaya provider.
Therefore, the goal of this final project is to collect the understanding of young women market segment for Jaka Hong. The understanding covers: knowing the young women's shopping motivation and their desired total consumption experience, the analysis of effective channel for them, their external influence factors in buying kebaya, and their favorite type of kebaya. Hopefully, the results will lead to the creation of effective marketing strategies in approaching this market segment.
This research measures similar 24 statements of shopping motivation with Kim studies (2006). These statements include Arnold and Reynolds's (2003) 18 hedonic shopping degrees and Babin et al's 6 utilitarian shopping degrees. At the end, factor analysis is used to find young women's desired sotal consumption experience. Based on Yous-Kyung Kim and Pauline Sullivan's book, Experiential Retailing (2007), hedonic and utilitarian shopping motivation are not mutually exclusive. So, customer's desired total consumption experience could come from the varied shopping motivation degrees. As the theoretical foundation, Kevin McCornak's theory about Channel Analysis (2007) and Paul Christ's theory about External Influence Factors (2008) are used. The history and information about kebaya this research came from several sources such as interview, internet, and magazine. This research quantitative method. Two types of questionnaire spread to young women aged 20-29 years old in Jakarta and Bandung. The first one contains shopping motivations questions while the second one contaim questions of channel analysis, external influence factors, and favorite type of kebaya
The result of this research identifies seven variations of shopping motivation degrees: "Adventure and Gratification Shopping", "Value Shopping", "Role Shopping", "Social Shopping", "Idca Shopping", "Achievement", and "Efficiency". With the mapping scoring method, "Role Shopping and "Achievement" got the highest score. However, there are no significant differences with the other variations. From the channel analysis, it is found that young women choose internet, magazine, and malls for their information source. For the purchase channel, they usually use internet, traditional store, and malls. Their kebaya purchase decision was influenced by family, friends, magazine, and imeret, and direct experience in Malis and kebaya Boutiques. Kebaya with brocade material, ribbon embroidery ornament, and songket sarong become young women's favorite.
The insignificant difference between variations of degrees lead to a conclusion that all of the shopping motivation have to be served. Channel analysis result also states that several channels are effective to approach young women. In buying kebaya they also influenced in several external factors. Therefore, the recommended marketing strategy for Jaka Hong is divided into short term, mid-term, and long term.
Key Words: Kebaya, Marketing. Total Consumption Experience, Shopping Afativation, Channel Analysis