Segmentasi Pasar Terkait Manfaat Pakaian Bagi Mahasiswi: Studi Tentang Penggunaan Produk Fashion oleh Mahasiswi
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Abstract
Penelitian ini bertujuan untuk mengkaji segmentasi pasar terkait manfaat pakaian bagi mahasiswi dan bagaimana faktor-faktor seperti evaluasi atribut pakaian, orientasi belanja, serta niat pembelian ulang memengaruhi keputusan pembelian mereka. Pendekatan kuantitatif digunakan dengan metode survei, melibatkan 150 mahasiswi Universitas Muhammadiyah Surakarta yang aktif berbelanja pakaian secara online. Analisis data dilakukan menggunakan MANOVA untuk menguji perbedaan antar kelompok manfaat yang dicari, yakni utilitarian, hedonis, dan gabungan. Hasil penelitian menunjukkan bahwa kelompok utilitarian lebih mengutamakan kenyamanan dan fungsionalitas pakaian, sementara kelompok hedonis lebih menekankan aspek estetika dan tren mode. Selain itu, konsumen hedonis lebih cenderung dipengaruhi oleh pengalaman emosional dalam berbelanja dibandingkan dengan kelompok utilitarian yang lebih rasional dalam mempertimbangkan harga dan fungsionalitas. Dalam hal loyalitas merek, kelompok hedonis memiliki niat pembelian ulang yang lebih tinggi dibandingkan dengan kelompok lainnya. Keterbatasan penelitian ini meliputi cakupan sampel yang terbatas dan fokus pada kategori produk pakaian saja. Kontribusi penelitian ini adalah memberikan wawasan tentang bagaimana strategi pemasaran dapat disesuaikan dengan kebutuhan segmen konsumen yang berbeda dalam industri fashion.
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