Nurul Hidayati, Anggaunita Kiranantika
Pasuruan Regency has potential in the fashion industry which is spread over several sub-districts. Developing hand embroidery products must be accompanied by good product marketing in order that the people's economy can increase as well. However, this cannot be done by all workers (artisan) and entrepreneurs due to the lack of education and knowledge about product development and business management, so that from year to year the number of artisans is decreasing because of the decrease of product marketing. Entrepreneurs have poor understanding about consumer preferences of the products, so it needs better marketing support. The purpose of this research is to know consumer preferences on handmade fashion products in Bangil, Kraton, Beji and Rembang. The design of this research is descriptive research by using a quantitative approach. The population in this research is the people who know and understand more about the handmade fashion products. The respondents of this research are handmade fashion consumers in Bangil, Beji and Rembang. The sample of this research was 68 respondents who were chosen based on the sample determination table with the error of significance at 10%. The instrument in this study used a closed quitionare using a likert scale. The Handmade fashion products are limited to kebaya products and embroided veils in four UKM. The research findings presented that aesthetic value on kebaya product is chosen and favoured because of the attributes of the finished product, the choice of colour and the choice of techniques. The unique value preferred in embroided kebaya is on the combination of techniques. It is expected for the society to maintain the existence of embroided products and the sustainability of women empowerment, for the entrepreneur to use the consumers' preference result as the reference to develop their product, and for the government to support the entrepreneur in terms of product marketing. © Primrose Hall Publishing Group.
Department of Industrial Technology, Engineering Faculty, Universitas Negeri Malang, Malang, Indonesia
