The Image of Indonesian Textile and Textile Product Industry and Consumer's Evaluation of Purchase for Global Brands: Case Study of Zara Products

DEA KARINA, Riccardo Benzo

2016 | Skripsi | S1 MANAJEMEN

Penelitian ini bertujuan untuk mengungkap citra Industri TPT dan evaluasi pembelian konsumen Indonesia terhadap merek global dengan menggunakan produk Zara sebagai sampel pengamatan untuk menyusun rekomendasi perbaikan pengembangan industri TPT Indonesia yang merupakan salah satu sector terdepan dalam perekonomian Indonesia. Menggunakan Pendekatan Reasoned Action (Reasoned Action Approach) sebagai dasar, kuesioner elektronik disebarkan kepada warga Amerika Serikat untuk mendapatkan pendapat umum konsumen terhadap Indonesia, bagaimana pendapat konsumen tentang Indonesia dapat mempengaruhi proses evaluasi alternatif dalam pengambilan keputusan konsumen terhadap produk TPT, dan dampak dari Country of Design (COD) dan Country of Manufacture (COM) terhadap proses evaluasi alternatif konsumen terhadap merek-­merek fashion dengan menggunakan Zara sebagai contoh.

This research aims to unravel the image of Indonesian TPT Industry and consumer's evaluation of purchase for global brands using Zara Products as an observation sample in order to devise recommendation for betterment of Indonesian TPT Industry Development as one of leading sector for Indonesian economy. Using the Reasoned Action Approach as a basis, an electronic questionnaire is conducted to the citizens of the United States to gain insight to the general image held by consumers about Indonesia, how consumers' image of Indonesia might affect the alternative evaluation of consumers' purchase decision process regarding TPT products, and the impact of Country of Design (COD) and Country of Manufacture (COM) on consumers' alternative evaluation of fashion brands using Zara as an example.

Kata Kunci : The Textile and Its Products industry (TPT), Zara, Reasoned Action Approach, United States, Indonesia, Country of Design, Country of Manufacture, fashion, textile, image, brand.