i HUBUNGAN ATRIBUT PAKAIAN MEREK LEVI`S DENGAN

HUBUNGAN ATRIBUT PAKAIAN MEREK LEVI’S DENGAN LOYALITAS
KONSUMEN
(KASUS PADA KONSUMEN DI KOTA BANDUNG)
Oleh:
MUHAMMAD BAEHAKI
10090304121
INTISARI
Seiring maraknya “pemain” di pasar shopping goods, khususnya dalam
industri garmen maka semakin kompetif persaingan yang terjadi antar industri
garmen. Masing-masing produsen berupaya menampilkan produknya dengan atributatribut tertentu agar dapat diterima di pasar. Levi’s mengeluarkan berbagai model
pakaian dengan atribut-atribut yang menarik dengan maksud meraih pangsa pasar
yang mempunyai kisaran usia 15-50 tahun yang ingin tampil aktif, sportif, maupun
lepas. Agar tetap ada, perusahaan harus teliti dalam menilai keunggulan yang
dimiliki, mempertahankan, mengembangkan, bahkan menggali potensi yang dimiliki
perusahaan.
Dalam penelitian ini penulis menggunakan metode survei, dimana data
dikumpulkan melalui penyebaran kuesioner pada responden yang mengetahui dan
pernah membeli produk Levi’s. Jumlah sampel yang diambil adalah 67 orang
berdasarkan rumus Slovin. Adapun uji statistik yang dipakai adalah korelasi rank
spearman untuk mengetahui hubungan antara atribut pakaian merek Levi’s dengan
loyalitas konsumen.
Berdasarkan uji statistik yang telah dilakukan, diperoleh hasil dimana
terdapat hubungan yang sangat kuat antara atribut pakaian merek Levi’s dengan
loyalitas konsumen. respon konsumen terhadap atribut pakain merek Levi’s positif.
Melalui uji signifikansi penulis memperoleh hubungan yang positif antara atribut
pakain merek Levi’s dengan loyalitas konsumen.
Pada akhirnya penulis menyarankan agar Levi’s lebih mensosialisasikan
atribut produknya dalam aktivitas promosi. Selain manfaat fungsional yang
ditonjolkan, manfaat emosional pun dirasakan sangat penting untuk loyalitas
kosumen.
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RELATIONSHIP BETWEEN ATTRIBUTESS OF LEVI’S BRAND CLOTHES
AND CONSUMERS LOYALTY
(A CASE OF CONSUMERS IN BANDUNG CITY)
By:
MUHAMMAD BAEHAKI
10090304121
ABSTRACT
In line with the increasingly plenty of “players” in shopping goods market,
particularly in garment factories, there has been occurring increasingly intensive
competition among garment factories. Each of the producers attempts to display its
products with some certain attributes for market to accept them. Levi’s produces
various clothe models with attractive attributes intended to win a share of market for
those consumers wit 15-50 years old who want to have impression s being active,
sportive, casual. To survive, a company should be careful in assessing its own
advantage and maintaining, developing or even digging its own potentials.
In this research the writer used survey method, where the data were collected
by spreading questionnaires to the respondents who know and ever brought Levi’s
products. The total sample was 67 based on Slovin’s formula. Meanwhile, the
statistical test used was Spearman rank correlation to determine relationship between
Levi’s brand clothes and consumers’ loyalty.
Based on the conducted statistical test, results were obtained that showed
that there was a very strong relationship between the attributes of Levi’s brand
clothes and consumers’ loyalty. The responses of consumers on the attributes of
Levi’s brand clothes were positive. By significant test, the writer obtained positive
relationship between the attributes of Levi’s brand clothes and consumers’ loyalty.
In the end, the writer recommends that Levi’s should socialize more
intensively its product attributes in its promotional activities. Beside from
emphasized functional benefit, emotional benefit would be also perceived as very
important for consumers’ loyalty.
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